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| Selling the Invisible |
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You can’t touch, hear, or see your company’s most important products … so how do you sell, develop, make them grow? That’s the problem with services. A product is tangible. You can see it and touch it. A service, by contrast, is intangible. In fact, a service does not even exist when you buy one. If you go to a salon, you cannot see, touch, or try out a new haircut before you buy it. You order it. Then you get it. Even if you do not consider yourself a service marketer, chances are that you are, or should be. You may be selling a car, but people are actually buying the intangible services that you offer: no hassle pricing, and vigilant service and maintenance. The car merely gets your dealership into the game, the service makes a sale. So all marketers must start to think like service marketers. If you think more broadly and deeply about services and their prospects, you will figure out dozens of better ways to grow your business. |