Secrets of Selling Services: Everything You Need to Sell What Your Customer Can’t See—from Pitch to Close

23BUILDING YOUR BRAND

Let me tell you a story. A story about motorcycles.

Specifically, about Harley-Davidson. It’s a very instructive little tale. Harley got started in the early twentieth century, but it wasn’t until World War I that it really took off. The military demand for motorcycles meant the company kicked into high gear (so to speak!), and it ramped up production. Much the same thing happened on a larger scale during World War II; Harley, which was one of only two motorcycle companies to survive the Great Depression, was in huge demand by the U.S. military.

Then came peace. During the 1950s, Harley continued to dominate the U.S. market. But in the 1960s, demand fell sharply. The company slashed its workforce, but in the face of fierce ...