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Service companies face several challenges in their marketing efforts. One of the main challenges is the intangibility of services, which makes it difficult for customers to understand the value proposition. This can lead to difficulties in differentiating the service from competitors. Another challenge is the variability of service delivery, which can impact customer satisfaction and loyalty. Additionally, maintaining a consistent level of service quality can be challenging due to factors such as employee behavior or customer interaction. Finally, service companies often struggle with effectively communicating the benefits of their service to potential customers.
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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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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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