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Here are some great insights from Harry Beckwith, straight from his book, Selling the Invisible, for "anyone in a service business - which is everyone in business."
p89- In deciding between services, research shows that most people tend go with what is more familiar (even if it is familiarity from bad press) over what is superior. So get your name out there!
p90- Being the "last company to present" (i.e. the last thought in the mind) is the home field advantage in
service industries. Always follow-up brilliantly.
p239- Collision Principle: For all the art and science of marketing, much of growing a business is where you happen to sit on a flight to New York one afternoon. So get out there, anywhere, and give opportunity a chance to hit you.
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