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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. 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. 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.
"Don't sell the steak. Sell the sizzle." In today's service business, author Beckwith suggests this old marketing adage is likely to guarantee failure. In this timely addition to the management genre, Beckwith summarizes key points about selling services learned from experience with his own advertising and marketing firm and when he worked with Fortune 500 companies. The focus here is on the core of service marketing: improving the service, which no amount of clever marketing can make up for if not accomplished. Other key concepts emphasize listening to the customer, selling the long-term relationship, identifying what a business is really selling, recognizing clues about a business that may be conveyed to customers, focusing on the single most important message about the business, and other practical strategies relevant to any service business. Actor Jeffrey Jones's narration professionally conveys these excellent ideas appropriate for public libraries.?Dale Farris, Groves, Tex.
Copyright 1997 Reed Business Information, Inc. --This text refers to the Audio Cassette edition.
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... Read morePublished on April 14 2004 by Roger Koon
The ideas that the author brings up are good, but too often I felt like I wanted more. The second section was irritating. Read morePublished on Jan. 5 2004 by tv_funhouse
Selling the Invisible is must reading for anyone who wants to understand what it really means to run a service business. Read morePublished on Nov. 24 2003 by Amazon Customer
Harry Beckwith's techniques in Selling the Invisible actually work. When you are dealing with service-related companies, it can be hard to understand what works and what does not. Read morePublished on Sept. 22 2003 by Michael Gordon
This book far exceeds the many others that I have read, for a couple of reasons. It is a compilation of what other books state sure but it has some new ideas as well (or at least... Read morePublished on Sept. 17 2003
Honesty, Professionalism, Trust, Hardwork. Saves you time from sophomoric, expensive attempts to convince your clients they need to do business with you. Read morePublished on Aug. 9 2003 by R. L Saunders
I read this book while interning the summer before my senior year in undergraduate school. It uses stories and antecdotes to show you the obvious, it reinforces facts that you... Read morePublished on May 24 2003
Ra-ra books are those kinds of books that are full of good(?) intentions and motivational speech ("you can do it", "yeah", "believe", "position", "improve your service"), but then... Read morePublished on Feb. 23 2003 by Alexander Hristov
In a crowded space of space of sales and marketing books lacking substantive data, Harry Beckwith's Selling the Invisible proves to be a valuable read. Read morePublished on Feb. 6 2003 by P. Scott Pope