Service companies can apply the 'Quick Fixes' suggested by Beckwith by changing their approach to marketing and selling their services. They need to understand that their product is not a physical thing and therefore requires a different strategy. They can use the examples and key points provided by Beckwith in his book to start thinking differently about their services. This could involve using stories from major corporations and artists to illustrate their services, or finding other creative ways to demonstrate the effectiveness and value of their services to customers.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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