Customer Reviews

Selling the Invisible: A Field Guide to Modern Marketing

5 star:		(70)
4 star:		(20)
3 star:		(2)
2 star:		(0)
1 star:		(7)

 

 

What is the difference between a Porsche and a psychologist? Who is your strongest competitor in your field? Why getting the business is the first step to losing it? These questions and more are answered by Harry Beckwith in this wonderful little book. God knows how many books I have read on Marketing in the past year. None was better and wiser than this little gem of a book. I strongly recommend it.

I have read HUNDREDS of the best books ever published on marketing, sales, and business. This is positively one of the best I have EVER read. It would be a bargain at five times the price. I hope my competitors never read this; I plan on using some of the many great ideas this book contains to pass them by! This book is pure gold.

As someone without any background in marketing, I found "Selling The Invisible" to be a consise and briliant introduction to marketing services. "Selling The Invisible" is full of clearly stated ideas and pithy examples. It's an "idea" book, rather than an in-depth guide, but the ideas are not fluffy. Beckwith brings a lot of thought and experience to every page.

I read it this book first from a service marketing perspective. However, I found that Customer Service professionals, Service Sales and whoever actively involved or interested in service business would eventually benefit from this rare-to-find book. I shared one of the book's concept of "Say P.M. Deliver A.M." with a team of customer service engineers in Indonesia recently and they loved the idea.

I started reading it and couldn't put it down. It is a wonderfully insightful book with lot's of wisdom. It is not a "how-to" book...It is a how-to think book! Enjoy..

Harry Beckwith has boiled down the art of marketing into many small and easy to understand words of wisdom.

If you are in business you have to read this book. Whether you are an owner, CEO or department head, Beckwith lays out the essential tools to market your company, and sites fresh examples to illustrate. He says "Marketing is not a department" and he's right--it is your front line (sales people) to your CEO and everyone in between. Everyone at your company is involved in marketing your company-and the author makes sure you get the message. Stop wasting time with ploys that don't work. COMMUNICATE with the consumer and you will see increased sales and market share.

"Selling The Invisible" serves as a "renewing of vows" for those well into their careers. It provides a way to go from a jaded attitude to a fresh perspective and look at your company from the outside. If you think you've heard it all before, you haven't heard it like this. A clear a concise "handbook" for modern business.

Harry Beckwith understands the fundamental truths: our customers are individuals and they are afraid. Yet, somehow, Mr. Beckwith imparts hope. It's a gem of a book - I keep it on my desk

This book really hits the mark with practical perspectives and real life applications. This is the best book on the "service" business - PERIOD. Mr. Beckwith helps the reader get a handle on the critical issues that help turn your current clients into long-term clients. If you want your business to suceed - do your clients a favor - read this book...I'm sure your competitors will

From a service marketer's point of view, we often tend the business at the expense of, or in spite of the customer. This book is a quick read and a good way to make sure you remember the customer and not focus all your energies marketing toward either your competition or your bottom line.

On a personal note, after interfacing directly with Mr. Beckwith, the author, the book loses much of its appeal. He appears to be another of those do as I say, not as I do type experts. His approach to business with my company in no way reflected the approach he outlines in his book. He will no doubt sell many books, but his saleability on the speaking circuit will be short unless he begins living by the rules he outlines.

Impressed by the book, not by the author!