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Service companies often face several challenges in marketing their products. One of the main challenges is the abstract nature of services, which makes their effectiveness and value hard to measure from a customer's perspective. This requires a completely different approach than marketing and selling a physical product. Other challenges may include the difficulty of demonstrating the service before it is purchased, the intangibility of services which can make them hard to understand or evaluate, and the fact that the quality of service can vary greatly depending on who delivers it and when and where it is delivered.
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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 and value are hard to measure from a customer point of view. Harry Beckwith explains that marketing and selling a service requires a completely different approach than marketing and selling a physical product. Though contains "how-to" sections, such as "Quick Fixes", it is more of a "how-to-think-about book." Using entertaining and revealing stories from major corporations and artists to provide examples and drive home key points, Beckwith delivers effective tips and reminders that help service companies begin to think differently and grow their business.
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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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