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Turning a cost into an opportunity

Picture 9 Many people need help setting up their new cell phone.  Most of the carriers look at it as a business expense — and skimp on support in those early days when a customer’s impression of the brand is formed.

U.S. Cellular turns it into an opportunity. They offer personalized set-up appointments.  What was a cost is now a major product benefit.  They (and their competitors) have to do this anyway … but U.S. Cellular turns it into a positive selling benefit.

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