Selling the invisible -A field guide to Modern Marketing
so i am reading this book from Harry Beckwith this weekend and thought of applying some concepts in the book to the security services industry.
How is product based different from services based market ?
- invisibility and intagibility
- Knowing when a service fails is much harder
- Rescourse for most service failures is either painful negotiation or agonizing litigation
Gettting Started
-The first step in service marketing is your service
- First,before you write an ad,rest a list, dash off a press release - FiX YouR ServicE
- Happy customers - Word of mouth - free and effective marketing medium
- Lake wobegon effect
Lake wobegon - "where the women are strong, men are good looking and all of the children are above average"
dont overestimate your service.
Assume your service is bad. It cant hurt, and it will force you to improve.
Quality service Price - pick one doesnt work anymore - so forget the excuses,think mcdonalds.
who is setting your standards -your industry, your ego or your clients ? Let your clients set your standards.
Saturday, October 28, 2006
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