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SELLING THE INVISIBLEis a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them.SELLING THE INVISIBLEcovers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as: Greatness May Get You Nowhere Focus Groups Don'ts The More You Say, the Less People Hear & Seeing the Forest Around the Falling Trees.
Table of Contents
The greatest misconception about service marketing
A world on hold
The Lake Wobegon effect: overestimating yourself
Those cartoons aren't funny
Let your clients set your standards
Bad news: you are competing with Walt Disney
The butterfly effect
A butterfly named Roger To err is an opportunity
The ad-writing acid test
The crash of Delta Flight 1985-95
Getting better vs. getting different
The first rule of marketing planning
The possible service
Surveying and Research: Even your best friends won't tell you
Even your best friends won't tell you But they will talk behind your back Why survey?
The letterman principle
Frankly speaking: survey by phone
The one question you should never ask
Focus groups don't
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