Who Should Read This Book

• Executives looking for more, profitable revenue and/or opportunities for competitive advantage.
• Leaders of services organizations trying to master the nuances of delivering optimum value both to customers and the business.
• Managers of selling organizations trying to sell more services and solutions.
• Marketers tasked with mastering services marketing to better support sales.
• Sellers of products, services, and solutions trying to meet and exceed their sales targets.
• Researchers attempting to gain a better understanding of the field realities of selling services within product companies.
• Internal practitioners (e.g., HR, training, organization development, quality) desiring to do a better job with their internal customers.
• External practitioners (e.g., analysts, management consultants) attempting to do a better job with their clients.
• Consultants, field engineers, technical support experts—everyone who touches the customer.