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Selling the Invisible differentiates between marketing a physical product and a service by focusing on how customer service and relationships impact sales. It emphasizes the use of customer complaints to improve a service and better position that service. It also stresses on more clearly defining a service and the targeted customers.
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While readers will find the traditional marketing elements such as product, promotion, place, and price – the focus of Selling the Invisible is on how customer service and relationships impact sales. From how to use customer complaints to improve a service and better position that service, to more clearly defining a service and the targeted customers, the material Beckwith presents will surely create some "aha" moments, if not a genuine epiphany!
Asked on the following book summary:
Service companies often struggle with marketing efforts because their “product” is not a physical thing. Services are abstract and their effectiveness...
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