Harry Beckwith emphasizes that you must develop/fix your service before you do anything else. Also, that it’s best to assume that your service is bad because that will force you to improve it. The reason why this is critical is that most of us overestimate ourselves and our abilities. Psychologists have labeled this behavior as the Lake Wobegon Effect.
What I love most about this book is that it focuses heavily on psychology and behavior. Not only will this book give you the framework you need to increase your B2B sales, but it will also help you adopt a better mindset as a business operator. It’s one of those rare books where you’ll gain new insights every time you open it.
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Contributors: Nathan Gotch from Gotch SEO