Selling the Invisible: A Field Guide to Modern Marketing
| Author | : | |
| Rating | : | 4.77 (884 Votes) |
| Asin | : | 1600241018 |
| Format Type | : | paperback |
| Number of Pages | : | 167 Pages |
| Publish Date | : | 2015-08-25 |
| Language | : | English |
DESCRIPTION:
. Today it's estimated that nearly 75 percent of Americans work in the service sector. 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. 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. The transformation from a
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
"Lots of quotes but little substance or direction on how to implement those great one liners" according to curtismchale. 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 stories where a friend of a friend did something awesome that you saw on the Internet.In short they feel right but not like they hold up to intense scrutiny.Finally there. 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 service prospects and users - their fear, their limited time, their sometimes illogical ways of making decisions, and their most important drives and needs". Harry then goe. "It helped me retool my business in some pretty major ways (all of them good)" according to 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 from years "on the ground." No fluff, no BS, this book is just cram packed with gold. It helped me retool my business in some pretty major ways (all of them good), and no oth