10 BUSINESS TIPS FOR ALL TIMES
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“DO NOT OPEN A STORE, IF YOU ARE NOT ABLE TO SMILE ”

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.

We’ve published some interesting tips.
1. Assume your service is poor
People tend to consider themselves better than they really are. Psychologists have even given this phenomenon a definition – “Lake Wobegon effect”. That was the name of the city invented by the writer Harrison Keylor. In it, all the women were strong, the men were beautiful, and the children were smart.

The same is true in business. Many entrepreneurs are confident that their companies are the best. But this is a big mistake.

Do not be afraid to assume that you provide poor services. This will encourage you to improve them.

2. Watch what happens outside the market
Businessmen are so focused on the development of their companies that they do not have time to analyze what is happening outside of them. Harvard Business School professor Theodore Levitt calls this “marketing myopia.”

And 11 more tips from Harry Beckwith’s Selling the Invisible.

He studied the causes of the collapse of American rail companies. He came to the conclusion that they simply did not notice the appearance of competing modes of transport.

To see the real range of business is really difficult. But this is a prerequisite for understanding trends.

3. Do not open the store if you do not know how to smile

The best way to promote services is with the help of your employees. They must clearly understand that their actions affect future success.

Harry Beckwith is sure: everyone in the company should be responsible for marketing.

He advises to take a closer look at how sales sell services, and administrators communicate with clients. After – ask yourself what can be improved.

4. Go where others do not go
Chinese thinker Sun Tzu said: “The best strategy in war is to win without a battle.”

In business, this also works. If you want to overtake competitors, open up new markets. A striking example of this is the American businessman Sam Walton.

And 11 more tips from Harry Beckwith’s Selling the Invisible.

He opened Wal-Mart stores in the provinces, while other markets concentrated in large cities. The “Go Where Others Don’t Go” strategy helped Walton not only build a successful chain of stores, but also become one of America’s richest people.

5. Do not blindly believe in research
At a business meeting, nothing can be compared to a phrase that begins with the words “Research says that …”. Everyone shuts up and listens, because they consider what has been said an indisputable fact.

Harry Beckwith claims that this is a fallacy. The specifics of marketing in the service sector is that everything is constantly changing.

Exact sciences regarding human behavior do not exist. Social sciences consist of well-founded general observations. No more.
– Harry Beckwith

In addition, market research often reveals obvious things. To find out the details, you need to dig deeper.

6. The first and last impressions are the strongest
Scientists have proved that if people show pictures with apples, pears, peaches, prunes and pomegranates, then most often they will remember apples and pomegranates. The first and last item remains in my memory. The same principle works in business.

Most clearly, the client remembers the first and last impression of you. It is important to consider these “anchors” in the marketing of services and to place the greatest emphasis on them.
Remember the important truth: your potential customer is always afraid. He heard a lot about your service, but never tried it. This means that he risks being disappointed.

The best thing you can do in this situation is to offer him a “test mode”. This is a win-win for both sides. A person will understand that he was afraid in vain, and you will attract a new client.

8. Focus on one thing.
Think of a quick pizza delivery. Which company comes to mind first? Most likely Domino`s. This is no accident.

In its communication, a company rarely focuses on quality or value. Their main focus is on speed of service. “30 minutes or get it for free,” they say. And this message is firmly embedded in the heads of customers.

Now, when journalists ask Domino`s founder about the secret of his success, he replies: “Fantastic focus on doing one thing well.”

And 11 more tips from Harry Beckwith’s Selling the Invisible.

9. Do not talk about yourself – talk about the client
People are indifferent and always busy with their own affairs. They are not interested in what they say around, if this does not concern them personally. It would seem an obvious fact, but marketers stubbornly refuse to accept it.

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