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 reviewer called it, answers that question with insights on how markets work and how prospects think. 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 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.
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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.
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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.
Selling the Invisible: A Field Guide to Modern Marketing
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. A treasury of hundreds of quick, practical, and 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 vital role of vividness, focus, "anchors", and stereotypes; the importance of Halo, Cocktail Party, and Lake Wobegon Effects; marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of Pikes Peak; dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention Convert currency.
Add to Basket. Compare all 4 new copies. Book Description Business Plus, Condition: New. More information about this seller Contact this seller. Audio available. Read for free today only Start free trial to read Read now Upgrade now to read Buy book. Send to Kindle. Who is it for?
Selling the Invisible. A Field Guide to Modern Marketing
About the author. Anyone who provides a service Anyone who owns a service-based business Marketing or advertising professionals Anyone interested in marketing or advertising. Go Premium and get the best of Blinkist Upgrade to Premium now and get unlimited access to the Blinkist library. Upgrade to Premium. What is Blinkist? Start free trial. Synopsis Services represent a significant and growing portion of the modern economy, yet marketing them remains a mystery.
Key idea 1 of Ensure your service exceeds customer expectations. Make your service stand out by being different, bold and innovative.
Make sure that every area of your business, from employees to branding, forms part of your marketing strategy. Position yourself for success by narrowing down the focus of your service. Low-cost and middle-market pricing are risky strategies to take; high-end pricing is often the safest strategy.
To be successful, turn your company and the service you provide into a brand. Stories are powerful and convincing things — turn your message into a compelling story about your service.
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