Question
Selling the Invisible suggests improving customer relationships by focusing on customer service and how it impacts sales. It suggests using customer complaints to improve a service and better position that service. It also emphasizes on 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!
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