Selling the Invisible: The Fear of Positioning | TravelResearchOnline


Selling the Invisible: The Fear of Positioning

“Which terrifies service marketers most:
A) The suggestion that they must position their service?
B) The shower scene in Psycho?”

Selling the InvisibleHarry Beckwith, Page 104

I realize that not everybody reading this column can instantly visualize the scene I am referring to in the movie Psycho. After all, it was made in 1960 when Alfred Hitchcock offered this masterpiece to the public.

Click the book to grab your own copy of “Selling the Invisible”

Suffice to say, it was one scary scene in a motel and it involved an unsuspecting woman, a shower, a crazy man, and a large knife.

Choice “A”, on the other hand, may be more frightening to most of you since you can identify with this option more readily. “Are you telling me, Mike, that I can’t be all things to all people?”

That is exactly what I am saying people, and I am also strongly suggesting that you get over the fear of focusing and positioning yourself as the leader in a smaller sea of candidates.

As soon as you break out in a cold sweat at the thought, you will begin to feel more comfortable with the idea as your bank account starts to grow.

If there is one piece of advice voiced by virtually every marketing consultant in the entire universe, it is, “You can’t be all things to all people.”







Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version.

Click Here!

Share your thoughts on “Selling the Invisible: The Fear of Positioning”

You must be logged in to post a comment.