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Vendendo o Invisível Book Summary preview
Vendendo o Invisível - Capa do Livro Chapter preview
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Sinopse

As empresas de serviços muitas vezes lutam com esforços de marketing porque seu "produto" não é algo físico. Os serviços são abstratos e sua eficácia e valor são difíceis de medir do ponto de vista do cliente. Harry Beckwith explica que o marketing e a venda de um serviço requerem uma abordagem completamente diferente do marketing e da venda de um produto físico. Embora Vendendo o Invisível contenha seções de "como fazer", como "Correções Rápidas", é mais um livro de "como pensar". Usando histórias divertidas e reveladoras de grandes corporações e artistas para fornecer exemplos e enfatizar pontos-chave, Beckwith oferece dicas eficazes e lembretes que ajudam as empresas de serviços a começar a pensar de maneira diferente e a expandir seus negócios.

Questions and answers

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Beckwith could have covered more on the role of technology in service marketing, the importance of customer relationship management, and strategies for online marketing. He could also delve deeper into the challenges of international service marketing and how to overcome them.

Service companies can measure their effectiveness and value from a customer's perspective through various methods. They can use customer satisfaction surveys to gather feedback on their services. They can also track customer retention rates, as a high retention rate often indicates that customers find value in the service. Additionally, they can monitor online reviews and social media comments to gauge customer perception of their service's value and effectiveness.

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Resumo

A abordagem de aprender como pensar, em vez de aprender simplesmente o que fazer, é a base do livro e é o que o torna tão refrescante e eficaz. Beckwith delineia claramente a base para esta abordagem de "como pensar" com perguntas específicas como "No que sou bom?" e exercícios específicos como definir um serviço, entender os prospects e entender o comportamento de compra de um cliente. Embora grande parte do material do livro não seja visto como particularmente novo ou inovador, é a maneira como o material incentiva os leitores a olhar para esses elementos de marketing eficazes com uma visão diferente e criativa, que torna o material tão valioso.

Questions and answers

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The 'how-to-think' approach can improve the overall customer experience by encouraging a different, creative view of effective marketing elements. It prompts individuals 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 fosters a deeper understanding of the customer's needs and preferences, which can lead to more personalized and effective service delivery.

The 'how-to-think' approach in marketing can be applied in various ways. It can be used to understand the customer's perspective, their needs, and their buying behavior. This approach can also be used to identify the strengths of the product or service being marketed, and how it can meet the customer's needs. Additionally, it can be used to develop creative and innovative marketing strategies that are tailored to the target audience. It's all about thinking from a different perspective and being creative.

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Enquanto os leitores encontrarão os elementos tradicionais de marketing, como produto, promoção, local e preço - o foco de Vender o Invisível está em como o atendimento ao cliente e os relacionamentos impactam as vendas. De como usar reclamações de clientes para melhorar um serviço e melhor posicionar esse serviço, para definir mais claramente um serviço e os clientes-alvo, o material que Beckwith apresenta certamente criará alguns momentos de "aha", se não uma verdadeira epifania!

Questions and answers

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'Selling the Invisible' by Harry Beckwith is a book that emphasizes the importance of service in the marketing industry. It suggests that traditional marketing elements like product, promotion, place, and price are important, but the key to successful sales lies in customer service and relationships. The book provides insights on how to use customer complaints to improve a service, how to better position that service, and how to define a service and its target customers more clearly. The book is filled with enlightening moments that can lead to a deeper understanding of service marketing.

Selling the Invisible suggests marketing a service in a competitive market by focusing on customer service and relationships. It suggests using customer complaints to improve a service and better position it. It also emphasizes on clearly defining a service and the targeted customers.

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Os primeiros capítulos do livro, como "Pesquisa e Pesquisa: Mesmo Seus Melhores Amigos Não Vão Te Contar" e "Marketing Não é um Departamento" focam em aprender a pensar objetivamente sobre a eficácia dos esforços de marketing atuais. De assumir que os níveis de serviço atuais são inadequados para perceber que tudo o que uma empresa faz é marketing, o objetivo aqui é ajudar as empresas a perceberem o quão valioso recurso seus clientes são para melhor definir e apresentar os serviços oferecidos.

Questions and answers

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A company can leverage customer insights to improve their marketing strategies by using the feedback and data gathered from customers to objectively evaluate the effectiveness of their current marketing efforts. This can help the company to identify areas of improvement and redefine their services based on customer needs and preferences. It's important to remember that everything a company does is marketing, and customers are a valuable resource in shaping the services being offered.

Some common mistakes companies make when marketing their services include assuming that their current service levels are inadequate, not realizing that everything a company does is marketing, and not utilizing their customers as a valuable resource in better defining and presenting the services being offered.

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Capítulos posteriores como "Planejamento: As Dezoito Falácias", "Âncoras, Verrugas e American Express: Como os Prospectos Pensam", e "Quanto Mais Você Diz, Menos as Pessoas Ouvem: Posicionamento e Foco" continuam a abordagem de "como pensar" questionando os pilares tradicionais do marketing e aprendendo a encontrar alternativas eficazes.Estes capítulos ajudam os leitores a entender melhor como os processos de pensamento corretos e as perguntas certas frequentemente revelam oportunidades e problemas que podem ter passado despercebidos com uma abordagem de marketing mais tradicional.

Questions and answers

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The lessons from "Selling the Invisible" can be applied in today's business environment in several ways. Firstly, understanding that services are abstract and their effectiveness and value are hard to measure from a customer's point of view, businesses can focus on enhancing the customer experience. Secondly, questioning traditional marketing staples and learning how to find effective alternatives can help businesses adapt to the changing market dynamics. Lastly, the right thought processes and the right questions often reveal opportunities and issues that may have gone unnoticed with a more traditional marketing approach.

Yes, there are numerous companies that have successfully implemented the practices outlined in "Selling the Invisible". However, the book does not specifically name these companies. The practices include focusing on the customer's perspective, understanding the importance of positioning and branding, and questioning traditional marketing methods. Companies in the service sector, such as consulting firms, financial services, and IT services, have found these strategies particularly useful.

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Os capítulos finais do livro se concentram na importância de repensar a precificação, a marca, a venda e a satisfação do cliente. Estes capítulos finais unem tudo com exercícios concretos, muitos dos quais desafiam as técnicas de marketing convencionais, e fornecem aos leitores a oportunidade de colocar suas novas habilidades de "pensamento" em prática. Devido à abordagem inovadora e provocadora de pensamento para o marketing e a venda do "invisível", o livro será um recurso valioso para qualquer prestador de serviço. Com uma mente aberta e o desejo de colocar as lições aprendidas em ação, eles poderiam transformar a forma como seu serviço é comercializado e criar mais valor para seus clientes e mais crescimento para sua empresa.

Questions and answers

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'Selling the Invisible' is a book that focuses on the unique challenges of marketing and selling services, which are often considered 'invisible' because they are not physical products. One key topic in the book is the importance of rethinking traditional marketing techniques. This includes reevaluating pricing strategies, branding, and selling techniques. The book emphasizes the need to keep customers happy and provides concrete exercises to help service providers put these new strategies into action. By adopting a fresh, thought-provoking approach to marketing, service providers can create more value for their customers and drive growth for their company.

A small business can use the key topics or framework covered in "Selling the Invisible" to grow by focusing on the importance of rethinking pricing, branding, selling, and keeping customers happy. These aspects are crucial in marketing and selling services, which are often abstract and hard to measure from a customer's point of view. By applying the concrete exercises provided in the book, a small business can challenge conventional marketing techniques and create more value for their customers, leading to more growth for their company.

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