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Selling the Invisible: A Field Guide to Modern Marketing Hardcover – Mar 1 1997


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Product Details

  • Hardcover: 272 pages
  • Publisher: Business Plus (March 1 1997)
  • Language: English
  • ISBN-10: 0446520942
  • ISBN-13: 978-0446520942
  • Product Dimensions: 2.4 x 13.3 x 19.6 cm
  • Shipping Weight: 249 g
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (99 customer reviews)
  • Amazon Bestsellers Rank: #9,215 in Books (See Top 100 in Books)


Inside This Book (Learn More)
First Sentence
In a free-association test, most people-including most people in business-will equate the word "marketing" with selling and advertising: pushing the goods. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Back Cover
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Format: Hardcover
Most marketing books are aimed at businesses that sell stuff, which makes them fairly inapplicable to the NonProfit world. "Selling the Invisible" comes the closest I've seen to helping market what NonProfits do. That's because "Selling the Invisible" focuses not on marketing products, but on marketing services, which makes it a great book for NonProfits.
"Selling the Invisible" is not a how-to book. Instead, it is a thoughtful guide, providing insights on how marketing works and how prospects think. The chapters are short - more like snippets than chapters - each with a single thought that moves you towards the next thought. I have read this book a number of times, and I can never get past 3 or 4 of its tiny chapters without stopping to scribble down notes, or to consider just how our clients (and our own organization) are currently doing things. I have even found it helpful in thinking about different ways to market my own book on NonProfit board recruitment.
The book starts by asking first things first: Are you sure what you have to market really is worth telling people about? Have you surveyed clients to find out if your service really is a quality service? Are you really providing what the community needs? Beckwith aims right for the heart.
Once you are convinced you have a quality organization to talk about, he moves you through all the thought processes that should go into that marketing. But don't expect to move quickly. Expect your brain to light up in thought. Keep a note pad handy.
Here are just some of the things I love about this book:
Under the heading 'Fran Lebowitz and Your Greatest Competitor,' comes this quote:
"Your greatest competitor is not your competition. It is indifference.
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Format: Hardcover
Having spent much of my career in the I.T. services sector, I thoroughly enjoy researching other interests and broadening my understanding of topics that can enrich my life and career. In the area of marketing services, this publication provided ample, tangible information on modern marketing and exceeded my expectations in a number of ways.
First, the covers of this book are not too far apart, which is a rare find these days. Often, writers try to impart an excessive amount of irrelevant information in their writings, as though their real ambition is to write the next, great American novel. This book is different.
This publication is short, concise and filled with valuable information. If you are in the business of marketing, you need this book. For anyone in the service industry, consider giving yourself an edge over your competition by reading this insightful book, and putting into action the relevant suggestions of the author.
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Format: Hardcover
The ideas that the author brings up are good, but too often I felt like I wanted more. The second section was irritating. I got the feeling that the author has extensive experience in advising others, but little experience in personally carrying out - nice stories and good talk, but few real world details. On the other hand, I have been able to apply some of the ideas to my business. Stick it out past the second section and it gets a lot better.
Bottom line: Not the only book you'll need to learn about marketing your service, but a worthwhile investment.
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Format: Hardcover
Selling the Invisible is must reading for anyone who wants to understand what it really means to run a service business. Your clients will know good service when they "see" it, but they most likely won't be able to tell you what it is. Beckwith can and does. Good service is all about doing the little things to help your customers "like" you. It's about creating relationships with new friends. Read this book, and you'll find out that it's not the most technically competent business that wins, it's the most likeable one that will. We're all very lucky because it's not really hard to do the little things that'll please our customers. Or is it?
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Format: Hardcover
There are several hundred books available on the market about selling. Most of these books are based on tangible products, something the consumer can see, feel and recieve an almost immediate satisfaction after the purchase.
This books is one of the few available about selling services. When a consumer purchases a service from you or your company, they are paying for your promise to deliver someting in the future. This is especially true in the world of finance and insurance industry. A financial advisor sells a fund and the buyer expects to recieve x amount of interest on his in vestment at a later date. In the insurance industry, a client buys an automobile insurance policy but will probably never see the benefits of the sinsurance policy until he or she has an accident. How do you sell something that has no immediate benefit to the client? Read "Selling the Invisible".
There are twelve very easy to read chapters with many short examples (lacking a little bit on the proof side). I do believe it is an excellent book but it is too North American oriented to be carried over one to one for european, asian or middle-eastern markets. There will have to be a few cosmetic adjsutments made to be able to adapt to other makets but it is still a catalyst to start doing things differently.
The chapters and some of the main messages of those I recieved from the author Harry Beckwith:
Planning - 1.) Accept the limititations of planning 2.) Don't value planning for its result;the plan 3.)Don't plan your future plan your people. 4.)Do it now. The business obituary pages are filled with planners who waited. 5.)Beware of focus groups; they focus on today and planning is about tomorrow. 6.)Don't let the perfect ruin good. 7.)Don't look to experts for all your answers.
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