Selling the Invisible, Harry Beckwith
Selling the Invisible, Harry Beckwith
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Selling the Invisible
A Field Guide to Modern Marketing

Author: Harry Beckwith

Narrator: Jeffrey Jones

Abridged: 1 hr 36 min

Format: Digital Audiobook Download

Publisher: Business Plus

Published: 04/01/2006

Synopsis

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. 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.

About Harry Beckwith

Harry Beckwith headed Beckwith Partners, a Minneapolis-based consulting firm. His clients included Progressive, Hewlett-Packard Europe, China Fashion Council, and over three dozen national and local law and accounting firms. A native of Oregon and Phi Beta Kappa graduate of Stanford University, his New York Times and Business Week bestselling books on marketing have sold over a million copies and been translated into twenty-three languages. He has addressed audiences in twenty-two countries, including graduate business students in India, China, and the United States at Wharton, NYU, and Chicago. A proud father of four, he lives in Bend, Oregon.

Reviews

Goodreads review by Janet on March 08, 2008

Sound bytes on how to sell services, which is drastically different than selling a product. Key points, borrowed from others reviews: 1) Simplify access to your work! [Learn how to create executive summaries, tables of contents, hyper-links, etc.--don't assume that everyone knows your value and is w......more

Goodreads review by Heidi on March 22, 2009

What I enjoyed most about this book was the idea that services should be viewed as something to sell, just like a product. I found I wanted to hand it to several local businesses and even some larger corporations, because if more people behaved like this, we'd all enjoy our business interactions so......more

Goodreads review by Melissa Jill on May 18, 2011

BEST BUSINESS BOOK I'VE READ YET. All you wedding industry business owners - put this on your must-read list. It's packed full of good stuff. Not to mention it's written with us in mind. Take the title: "Selling the Invisible." Those of us who are selling a service are doing just that - selling some......more

Goodreads review by Aria on February 26, 2016

Don't charge by the hour. Charge by the years. My first impression of the book? If there is a book that says the word "service" couple million times, it's "Selling the Invisible: A Field Guide to Modern Marketing". At one point it started to be so ridiculous that I was beyond annoyed – I was cert......more

Goodreads review by James on August 10, 2014

I've read this thing probably 5 times. As is often the case though you need to re-read these things from time to time. It's one of the first marketing books I read that specifically addresses the challenges of a 'service' business. Marketing a service is a unique challenge given the intangible natur......more

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