Why is a hotel always full while the next door one is empty, although they offer the same services at comparable prices? Why does a certain video game convince millions to play it, while others struggle with a lot less buyers, although they are a bit cheaper? Why does an IT product sell, while others don’t, although they provide similar features? Why do you need an appointment made weeks in advance for some beauty salons and you need none for others, as their personnel seems to always be waiting for customers that never come?

It’s easy; people are not buying products and services only. They buy experiences which include those products and services. Everything else going on while they are researching, testing and buying is of ultimate importance, just as how they are treated after getting the product or service and they come back to either buy more or require assistance. Continue reading

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