Engaging in service marketing is harder than it sounds. The problem is that you do not see what you are selling. You promise that you will provide good service, but the potential client hesitates: it is difficult for him to take and believe.
Harry Beckwith, founder of Beckwith Advertising and Marketing, an American company, has been marketing the services market for over 25 years. He collected all his experience in the book “Selling the Invisible”.
And 11 more tips from Harry Beckwith’s Selling the Invisible. Continue reading
Can you place a business plan on a beer stand? Impulse, a German online magazine, explains why this is a useful exercise and tells how to use a beaker (as this cardboard stand is called) for business purposes.
Based on an article by designer and brand consultant Matthias Barth.
A classic business plan is a voluminous document with dozens or hundreds of pages of text, graphs, and tables. Often, it loses relevance even before the company is opened.
Only a few entrepreneurs make up a business plan for themselves. Most do this to attract investors and partners. Instead of a document useful for business, we get an embellished picture and a description of bright prospects. Continue reading
No matter how cool a company is, over time its revenues will begin to fall. For various reasons – employees do not follow trends, user needs change, new technologies appear.
A classic example is Kodak. They invested a lot of money in the production of film, but completely ignored the trends. In parallel, the market for digital devices was developing.
Experts said that the future lies with the “figure”. But Kodak continued to work at the usual pace. This was the reason for their fall.
In addition, many unicorn startups are now launching, worth more than a billion dollars. If before there were several of them a year, now there are so many that no one counts. Continue reading