There’s an old marketing story about selling shovels.
Some marketers sell shovels by focusing on features: The strength of the shovel, the comfort of the grip, the weight of the item, the durability of the materials, the beauty of the design.
The smart marketers sell shovels by focusing on the benefit they create. So they focus on the holes buyers want to dig, not the shovel they want to sell.
When you market your mediation services, are you selling shovels or holes?
Review by: The Alternative Newsletter Editor, James Boskey Published by: American Bar Association, Dispute Resolution Section, 740 15th St. NW, Washington, DC 20005-1022. (272pp 1998)Probably the most common question I...By
Frank Sander talks about the 'hot' topic of developing a process for determining a mediator's competency. He hopes licensing will not be a form of determining that competency, but rather...By Frank Sander