In this title, Harry Beckwith further explores the world of service-oriented businesses. He reveals how service businesses can attract clients and customers, keep them happy and loyal by mastering four key concepts and developing "the invisible touch". Service industries sell something that cannot be seen or heard. Instead, they offer an experience - and to make that experience truly exceptional, they must first understand the people they are trying to attract and how to satisfy them. The author provides a treasury of quick, practical and entertaining strategies. He applies the study of human nature to business, focussing on four key concepts crucial to successful marketing: finding the right price (not necessarily the lowest); creating a brand identity; using packaging to enhance the purchasing experience; and putting passion into your relationship with customers.

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