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Chapter
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1
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Introduction
Introduction to Selling Services
Selling is a vital strategic and tactical part of the marketing
mix, briefly described as: an essential process; an essentially
manageable process.
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2
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What
is Selling Services?
Services
need promoting just like anything else, and this chapter
kicks off with a couple of examples before covering the
following topics: people are the product; the nature of
the process; the structure of the task.
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3
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The
Evolution of Selling Services
This
chapter describes how the concept of selling services has
evolved since the Second World War, covering the following
topics: reputation; progress; today - the true importance.
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4
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The
E-Dimension
There
is no doubt that information technology has changed the
arena in which business operates forever. The implications
are reviewed in turn: client attitudes; customers' systems;
suppliers' implications.
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5
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The
Global Dimension
The
problems of providing a service across even a small part
of the world market, and doing so in a way that achieves
consistent quality and satisfies every client, are daunting.
This chapter briefly describes the basis on which selling
can take place: organizational options; global selling;
cultural clashes.
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6
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The State of the Art
It
is axiomatic therefore that anyone selling services understands
the process involved and applies suitable techniques sensitively
and with some considerable precision. This chapter addresses
key issues and gives a clear picture of what selling services
involves.
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7
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In Practice
This
chapter is designed to exemplify the overall review of techniques
that comprised Chapter 6. It starts with three case studies,
and then covers the following areas: bespoke approaches;
organization; management responsibility.
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8
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Key Concepts and Thinkers
Key
Concepts and Thinkers Little of the jargon and technical
terms used in the sales world are specific to selling services;
however, key terms are given in the selling services glossary
in this chapter, which also covers: key concepts; key thinkers.
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9
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Resources
Resources
Countless words have been written about the subject of selling
services. This chapter identifies the best selling services
resources: books and magazines; training films; professional
bodies.
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10
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Ten
Steps to Making Selling Services Work
This
chapter summarizes key aspects of what makes for success
in selling services.
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