Question
Some potential 'aha' moments readers might experience when reading Selling the Invisible could include realizing the importance of customer service and relationships in sales, understanding how to use customer complaints to improve a service and better position it, and the importance of clearly defining a service and its 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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