Some strategies to effectively market a service include focusing on customer service and relationships, using customer complaints to improve and better position the service, and clearly defining the service and the targeted customers. These strategies can create significant insights and potentially lead to a breakthrough in understanding how to market a service effectively.
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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!