 | | |
| Selling the Invisible: A Field Guide to Modern Marketing | 
 enlarge | Author: Harry Beckwith
Publisher: Business Plus
Category: Book
List Price: $22.95
Buy New: $0.66
You Save: $22.29 (97%)
Buy New/Used/Collectible from $0.66
Avg. Customer Rating:  (139 reviews)
Sales Rank: 7817
Languages: English (Original Language), English (Unknown), English (Published)
Media: Hardcover
Number Of Items: 1
Pages: 272
Shipping Weight (lbs): 0.7
Dimensions (in): 7.6 x 5.2 x 0.7
ISBN: 0446520942
Dewey Decimal Number: 658.8
EAN: 9780446520942
ASIN: 0446520942
Publication Date: March 1, 1997
Availability: Usually ships in 1-2 business days
|
| Editorial Reviews:
Product Description
The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. 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.In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.
Amazon.com
The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. 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. In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.
|
| Customer Reviews: Read 134 more reviews...
 A Great Book. September 2, 2008
Great advice on how to sell a service.
I have a Moleskine full of notes from this book.
I have a photography business and I'm implementing the tactics from this awesome book now!
 Very Well Done - Get This and Potter's "Winning" Book August 28, 2008
Now, this is the book to get from Beckwith - don't waste your time with "What Clients Love" (60% of that book is in here and the rest of it is largely a promo for why you need hire a professional branding firm).
This book has lots of good gems that you should be able to put to use right away, including:
- the three stages of a service company and the relationship to positioning and sales
- tips on customer/client surveys
- why, when selling a service, you're actually selling a relationship and what to do
- how prospects decide
- why the there are really 2 aspects you bill for: the commodity (such as hammering a nail) and the expertise (knowing where to hammer)
And so on. Very well done.
As a side note, what this book will not do for you is lay out a plan for you to compete in this "invisible" market effectively; for that, take a look at Potter's "Winning in the Invisible Market."
learning that YOU are your best resource! August 22, 2008
This is not about tricking people... It's about the idea that your very best resource is YOU, and how to sell THAT. It's intangible, so it feels like you can be "selling the invisible."
Excellent book in helping you to find your confidence in business or other.
Simple Yet Profound August 11, 2008
This book is a winner! Harry Beckwith does a masterful job of illustrating his points with simple, real-life stories. I took lots of notes and recorded a number of useful anecdotes to help me improve my communication and results with prospects and clients. The insights provided on surveying clients, the concept of "lesser logic", and the "Halo Effect" will enable me to evaluate my current strategies and make needed changes. I am also recommending this book to all my coaching clients as we look for new and creative ways to market their businesses.
Treasure trove of uncommon sense July 13, 2008
This little gem of a book is packed with tips, ideas and insights that can help you sell the intangible. Author Harry Beckwith trains his sights on the special challenges of marketing services, especially but not exclusively professional services.
If you are in the service industry, read this book.
If you are an attorney, accountant, consultant or in any service capacity, you will gain and profit from reading and heeding Beckwith's advice. One of his core ideas is that marketing is NOT a department - it is an essential ongoing process in which everyone in the organization should participate.
I started folding the corners of pages I wanted to come back to and found at the end I had a very dog-eared copy of the book! Well worth the time in a very readable style reminiscent of another marketing guru - Jeffrey Fox.
|
|
|
Powered by Associate-O-Matic
| | |