ee ideas: accept the limitations of planning, do not value planning for its result, and do not try to plan your future, because one can never tell what will happen in the future. It would be better if companies always prepare with some contingencies plan. It is also crucial for companies to prepare their employees and utilize their skills. Since the market keeps moving so companies also need to keep moving, do not stay dormant. The chapter titled: “Anchors, Warts, and American Express: How Prospects Think” discusses about: what should companies do to attract clients and make them loyal to the services. Companies need to make the clients familiar with their services. They need to go out in the market and spread out the word about their services. In addition, rather than hide the companies’ weaknesses, they can just admit them. This will make your company look honest and trustworthy, and those are the key to selling a service. Again, Beckwith emphasizes on the importance of differences. The fact that many other companies offer similar services makes differences important. Clients look for differences upon which to base their decision.About positioning and focusing, Beckwith says that a company needs to stand for one distinctive thing that will give them a competitive advantage. No companies offer the same services, so identifying and communicating those differences and creating new ones are the central to successful service marketing. However, the client positions the company according to what he knows about the company. Therefore, company needs to focus on the effort on selling the services and on the message that they want the clients to perceive about the company, because sometimes they can influence the company position. A positioning statement states how the company wishes to be perceived by their clients. Company can establish their positioning statement by answering the following questions: who are you, what b...
