usiness are you in, what people do you serve, what are the special needs of the people you serve, with whom are you competing, what makes you different from those competitors, what unique benefit does a client derive from your service. Even though just a small company, it is not necessary to hide its smallness. In fact, they need to work on it by stressing on its advantages, such as responsiveness and individual attention. The next important thing that a company needs to do is focusing. Companies need to know what kind of services that they offer and who is their target market and focus in that area. The next issue that Beckwith discusses is about pricing, he writes that sometimes we need to set prices that are seem illogical. Maybe by giving higher price for our services can attract clients, because it will make our service has more value to offer compare to others. On the other hand, maybe we can also be the low-cost provider, because then most people will assume that we offer an acceptable product or service at the lowest cost. However, do not price our service or product in the middle, clients will perceive that our price and service are not the best but just pretty good. In addition, many companies priced their services in the middle, so we are competing with almost all the service providers in that industry, while the premium service and the low-cost provider has their own market niche.Another important point that Beckwith talks about in his book is naming and branding the services. He says that companies should carefully choose the name for their services. The name had better not be funny name and not generic name. We want our clients to remember, impressed and able to distinguish the services that we offer from those of our competitors, so we had better come out with a distinctive, unique, and creative name. Beckwith mentions that a brand is more than just a symbol. For the public, a brand is a warranty. It is a promise th...
