Title: Selling the Invisible [Buy]
Author : Harry Beckwith
In a nutshell: Selling the Invisible is a refreshing, direct guide, examining the core competencies of service marketing that have been proved to work in real businesses.
Key quote: “If you fail to communicate your message clearly, it will cost you.”
The 10 things you need to know:
Quality of service
The fundamentals within service marketing lie at the heart of the service itself. Understand the service you provide, analyse it, and look to forward the current service with quality being the central issue. Create the best possible service. This is not just what the market needs, but what it would love. A good service engages and builds rapport with the customer. This small change can ‘butterfly’ into creating huge effects.
Define what you are really selling
Understand the nature of the products that you are selling and its true identity. Find out what the clients are really buying, whether it is an experience or just the pure function of the product itself. If you are selling a service, you are selling a relationship.
Marketing isn’t just a department
Everyone in your company is involved with marketing jobs. All employees, in all positions are responsible for a consumer’s perception in your business. Integrate marketing into everyone’s attitude. Every interaction with a client from any part of the company is a marketing opportunity, and these opportunities will define your success.
Understanding your client/customers
Satisfying your client can only be achieved by understanding the person. Thinking like the person will reveal insights into their buying behaviour. This means, knowing a client’s interests thoroughly will allow for you to engage with them on their level. Surveys allow you to become closer with your customers interests, so understanding their wishes is key.
Planning
Always plan for a number of different possible scenarios. Brainstorm together, understanding the process of where the idea came from. Be adaptable and pro-active. Have faith in yourself so you can visualise your success.
Impressions count
Each impression you make will be your last, so make them strong and pertinent. Minimize risk of a bad customer experience while building quality into your service. Say one positive thing and you will become associated with many.
Positioning
Establish your positioning statement by answering a few simple questions. What are the specific needs of the people you serve? What makes you different from your competitors? What unique benefit does your client get from you?
Pricing
Don’t assume that logical pricing is smart pricing. Avoid being in the middle of the premium service and low cost provider businesses. Differentiate your pricing in relation to your service, with accordance to the value your experience.
Branding
Have a distinctive brand name. Take this brand name to mean a warranty. The service to deliver is promised within the brand name. If you build this brand, your promise will build, and be key to creating future financial returns.
Communication
A simple message will be a prominent message. One good story beats a dozen adjectives, with stories narrating the core meaning of the brand. An honest, simple, established message will prevail in effectively reaching out to clients. If your service is more accessible to clients, it will have an edge over competitors. “If you fail to communicate your message clearly, it will cost you.”
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