Understand the importance of perception in selling services from "summary" of Selling the Invisible by Harry Beckwith
Perception is everything in selling services. It is not the reality of what you are offering that matters, but how your potential clients perceive it. People make decisions based on how they perceive things, not on the facts presented to them. Understanding this fundamental aspect of human behavior is crucial in the world of service selling. When selling services, you need to focus on shaping the perception of your potential clients. This involves creating a positive image of your services in their minds. It is not enough to rely on the quality of what you are offering; you need to actively manage how your services are perceived by others. This can be done through effective marketing, branding, and communication strategies. One key aspect of perception in selling service...
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