Reading this book made will help you realize how much you enjoy growing your service business. This book did a great job at reminding me of some of the core elements to marketing a service business along with great insight on how to continue to build and grow a service business.
My 3 take aways for reading this book.
1. Yes, build the quality into your service, but make it less risky too.
The best thing you can do for a prospect is eliminate their fear. Offer a trial period of a test project. People typically are not looking for the service that they want the most, instead they are looking for the one they fear the least. People do not choose a good experience, they tend to choose to minimize the risk of a bad experience. We see this all around us. The success of franchise’s are proof of people making choices to minimize the risk of a bad experience.
2. The warranty of a Brand. What is a brand?
A brand is more than a symbol. In the public’s eye, a brand is a warranty. It is a promise that the service carrying that brand will live up to its name, and perform. A service is a promise, and building a brand builds your promise. Building a brand makes selling faster, easier, and cheaper. The amount of time people have in America today is shrinking. Companies have down-sized their staffs and upsized the workloads of all the survivors. These people need short cuts every waking minute. They turn to service and product brands.
3. Today’s good idea will almost always beat tomorrow’s better one.
Do it now. The business obituary pages are filled with planners who waited. Moving organizations tend to keep moving. Dormant ones tend to run out of air and die. Not-moving creates more not-moving. By the time the delayed consequences of all this not-moving occur-one of which is that action-oriented people in the company flee the company, making the company even more waiting-orientated- it often is too late to correct them. Act like a shark. Keep moving.
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