The 'how-to-think' approach encourages a different, creative view towards marketing elements. It prompts you to ask specific questions like 'What am I good at?' and engage in exercises such as defining a service, understanding prospects, and understanding a customer's buying behavior. This approach can help in identifying the unique selling proposition of a service by encouraging you to think about what makes your service stand out, what you excel at, and how your service meets the needs and wants of your prospects.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
View summary