Selling the Invisible: A Field Guide to Modern Marketing
| Author | : | |
| Rating | : | 4.13 (920 Votes) |
| Asin | : | 0446672319 |
| Format Type | : | paperback |
| Number of Pages | : | 272 Pages |
| Publish Date | : | 2013-10-30 |
| Language | : | English |
DESCRIPTION:
Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as:Greatness May Get You Nowhere Focus Groups Don'ts The More You Say, the Less People Hear & Seeing the Forest Around the Falling Trees.. SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish
Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. If you're at all involved in marketing or sales, then Selling the Invisible
Lots of quotes but little substance or direction on how to implement those great one liners Meh it was okay. Sure there are a bunch of great one liners in the book that feel awesome but there is no 'how' presented at all. After reading this you're still left wondering how to do any of what the author says is good.Also the author never really backs up his thoughts. The examples provided come across like. O. Halabieh said THE Marketing Book. As Harvey Mackay notes on the cover "The one book on marketing I'd have if I could have just one. A CLASSIC." This books changes the way we think about marketing: "It begins with an understanding of the distinctive characteristics of services - their invisibility and intangibility - and of the unique nature of s. It helped me retool my business in some pretty major ways (all of them good) Cally Comenos I buy lots of books on sales and marketing, but this book really truly deserves the reputation that it's earned over the years. It's written about a unique topic, first of all—the sale of services as opposed to products. Secondly, it's just crammed packed with insights that could only have been gleaned fro