I’m reading this LinkedIn post:
A customer asks me for advice to make an e-commerce website integrated with the management system, warehouse, photos of hundreds / thousands of articles, social networking, promotion etc. I tell him he will have to invest a large sum, he looks at me disappointed with a long face and shows me this quote … What should I tell him?
This reflects modern times.
Sure, you can’t see a service, you can’t touch it, and you can’t place it in the shop window (except in the red-light district of Amsterdam) …
… but it is also true that in Italy the culture of service is completely lacking.
In this specific case, I don’t know whether is more deplorable the supplier who sells out his service or the customer who thinks he can go to the moon by paying for a tram ticket.
If Harry Beckwitt, author of “Selling the Invisible”, had been born here, instead of becoming a successful author he would have had such a nervous breakdown that he would have been a permanent guest in the Neurology department of the Fatebenefratelli hospital here in Milan. He sure wouldn’t have become famous by writing a best-seller book…
However, in his book he remembers a little big trick reported by Teodore Levitt. The concept is this:
When you enter a hotel room, you feel that the service is impeccable because you find the glasses and the toilet sealed. The hotel management uses quality symbols to generate a perception of quality in the customer.
This is an interesting idea.
Which quality symbols are you using right now to generate a perception of quality in your customers?
If you can’t use sealed glasses and sterilized toilets in your business, what else?
A case history?
The testimonials of some customers?
Think about it.
For example, we use our references as symbols of quality, since few can claim this level of collaboration.
Then, when we meet potential customers, we tell them live about some practical application of other customers in similar conditions.
Above all, we use “content” almost every day, which we transfer via these emails and our blog.
But I repeat the question: what do you already use, and what else could you use?
For example, would you like to create content like ours, that make you stand out, position you, and generate in your prospects the perception of superior quality?
We can write contents like that for you.