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Some other books that discuss the challenges of marketing and selling a service include 'Selling the Invisible' by Harry Beckwith, 'Raving Fans' by Ken Blanchard, 'Influence: The Psychology of Persuasion' by Robert Cialdini, and 'The Art of SEO' by Eric Enge, Stephan Spencer, and Jessie Stricchiola. These books provide different perspectives and strategies on how to effectively market and sell services.
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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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The approach of learning how to think, as opposed to learning simply what to do, is the foundation of the book and is what makes it so refreshing and effective. Beckwith clearly outlines the foundation for this "how-to-think" approach with specific questions such as "What am I good at?" and specific exercises such as defining a service, understanding prospects, and understanding a customer's buying behavior. While much of the material in the book will not be seen as particularly new or ground-breaking, it's the way the material entices readers to look at these effective marketing elements with a different, creative view, that makes the material so valuable.
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