Résumé
Exporters in the services sector are trying to sell something invisible to the buyer; in fact, they are selling a promise. It is much easier to market products because they can be inspected and tried out. Services are usually not delivered on the spot and the buyer does not see an immediate benefit. Because service exporters are trying to convince someone to buy something they cannot see to test, it is essential that they appear to be as credible as possible. Credibility can be established through strategically building and managing your company's reputation. On a broader scale, governments and trade support providers can help raise their countries' image as a supplier of quality services. Making a good impression on potential customers is paramount. A Web presence is increasingly important. A "benefits message" is equally important. Service providers must be clear about what benefit is on offer and why it should matter to the customer.
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Extrait
Selling a Promise
Exporters in the services sector are trying to sell something invisible to the buyer; in fact, they are selling a promise. It is much easier to market products because they can be inspected and tried out. Services are usually not delivered on the spot and...
Voir le contenu complet de ce document
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