Page 39 - Selling the Invisible: A Field Guide to Modern Marketing - PDFDrive.com
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words do not refer to logic and reason; they refer to feelings.
Service businesses are about relationships. Relationships are about feelings.
In good ones, the feelings are good; in bad ones, they are bad.
In service marketing and selling, the logical reasons that you should win the
business—your competence, your excellence, your talent—just pay the entry
fees. Winning is a matter of feelings, and feelings are about personalities.
Meryl Streep is right. Life is like high school, and success in high school and
service marketing often is largely a question of personality.
Be professional—but, more importantly, be personable.
