“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves” -Steve Jobs A new year has started, and with it comes the kick-off meeting to settle the goals for 2017. As I was planning the topics of the agenda, I remembered a book I read some years ago. “ Selling the invisible ” by Harry Beckwith deals on the best practices to sell intangible services, comparing them to the industry of products. When a customer buys a product, the simple physical existence of that product acts as a constant reminder of how satisfied they are, and what a good choice they made. But what happen with a service? Services are invisible and finite, which ma kes it difficult to create a positive and constant reminder to a customer. Beckwith states that many purchasers of services aren't even sure what it is that they are buying, since it hasn't typically been delivered yet. They are buying a promise of fulfilling a ne