 Selling
The Invisible
By Harry Beckwith
 You can’t touch, hear, or see your company’s
most important products …
So how do you sell, develop, make them grow?
That’s the problem with services.
This “phenomenal” book, as one review called it, answers that question with
insights on how markets work and how prospects think. A treasury of hundreds
of quick, practical, an easy-to-read strategies - few are more than a page
long - SELLING THE INVISIBLE will open your eyes to new ideas in this
crucial branch of marketing, including:
-
Why focus groups, value-price positioning,
discount pricing, and being the best usually fail
-
The critical emotion that most influences your
prospects - and how to deal with it
-
The importance of Halo, Cocktail Party, and Lake
Wobegon Effects
-
Marketing lessons from black holes, grocery
lists, the Hearsay Rule, and the fame of the Matterhorn
-
Dozens of proven yet consistently overlooked
ideas for research, presentations, publicity, advertising, and client
retention
Based on the author’s twenty-five years of
experience with thousands of business professionals, this book delivers its
wisdom with unforgettable and often surprising examples - from Federal
Express, Citicorp, and a growing Greek travel agency … to an ingenious
baby-sitter, Fran Lebowitz, and the colors of oranges and lemons.
The first guide of its kind and a book already causing a sensation in the
business community. SELLING THE INVISIBLE will help anyone marketing a
service, a product, or a career. Read it, and you almost certainly will
understand why two advance reviewers call it the best book on business ever
written.
Where to Buy
Biography
Harry Beckwith is the founder of Beckwith Advertising and
Marketing and has worked with four of America's best 100 service
companies, nine Fortune 500 companies, and many smaller business and
venture capitalized start-ups. A Phi Beta Kappa graduate of
Stanford, former creative supervisor of one of America's most
honored advertising agencies, and winner of the American Marketing
Association's Effie Beckwith also lectures at the universities of
Minnesota and St. Thomas in Minneapolis, where he lives with his
wife, Susan, and children Harry, Will, Cole, and Cooper.
Product Details
ISBN: 0446520942
ISBN-13: 9780446520942
Format: Hardcover, 272pp
Publisher: Grand Central Publishing
Pub. Date: March 1997 |
