Creating the "Possible" Service

There are three "stages" of companies, Harry Beckwith argues in his book Selling the Invisible. "Stage one" companies meet minimum acceptable standards; they sell the "acceptable" service. In "stage two," companies strive to meet customer needs; they sell the "desired" service. But "stage three" companies surprise the customer with the "possible" service - the service that the customer will love.

Beckwith argues that most firms providing services are stuck between stages one and two, but that "glory, fame and market share" are in stage three. Which stage are you in?

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