- Paperback: 272 pages
- Publisher: Grand Central Publishing; Reprint edition (March 20, 2012)
- Language: English
- ISBN-10: 0446672319
- ISBN-13: 978-0446672313
- Product Dimensions: 5.2 x 0.8 x 7.5 inches
- Shipping Weight: 7.2 ounces (View shipping rates and policies)
- Average Customer Review: 236 customer reviews
- Amazon Best Sellers Rank: #35,438 in Books (See Top 100 in Books)
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Selling the Invisible: A Field Guide to Modern Marketing Paperback – March 20, 2012
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About the Author
Harry Beckwith graduated Phi Beta Kappa from Stanford University in 1972. He then attended the University of Oregon School of Law, where he was awarded the school's highest honor of Law Review Editor-in-Chief. Beckwith formed Beckwith Advertising and Marketing in 1988. The firm specializes in marketing, marketing communications, and media relations for services.
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With over 65 sales & marketing ideas that I wrote down for this review, I will provide a few here.
"In most professional services, you are not really selling expertise--because your expertise is assumed, and because your prospect cannot intelligently evaluate your expertise anyway. Instead, you are selling a relationship. And in most cases, that is where you need the most work...Service business are about relationships. Relationships are about feelings. In good ones, the feelings are good; in bad ones, they are bad. In service marketing and selling, the logical reasons that you should win the business--your competence, your excellence, your talent--just pay the entry fees. Winning is a matter of feelings, and feelings are about personalities."
On strategy and tactics: "But in most successful companies, tactics drive strategy, as mush or more than strategy drives tactics. Companies do something and learn from it. It changes their thinking."
On opportunities for growth: "...often lie outside the confines of your current industry description. In fact, fighting within those confines, particularly in mature industries, can cause you to spill too much of your blood and money. Your great opportunities are in your answer to that question: What are we good at? In planning your marketing, don't just think of your business. Think of your skills."
"People cannot see your service...they judge your service by what they can see. If people see one thing while you are saying another--people will trust their eyes far before they will every trust your words. Look at your business card. Your lobby. Your shoes. What do your visibles say about the invisible thing you are trying to sell? Prospects look for visual clues about a service. If they find none, they often look to services that do have them. So provide clues. Make sure people see who you are."
To summarize the book: "Good marketing must focus on the buy. How clear is the offer? Can the prospects sample the service, thereby reducing their risk? How clear is the price? How easy is it to buy? Make your service easy to buy."