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Selling the Invisible: A Field Guide to Modern Marketing Paperback – March 20, 2012
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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. --This text refers to an out of print or unavailable edition of this title.
From Library Journal
Copyright 1997 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
Top Customer Reviews
A few of the author's well-discussed and well-illustrated ideas are offered here to complement the many other favorable reviews:
1) Simplify access to your work! [Learn how to create executive summaries, tables of contents, hyper-links, etc.--don't assume that everyone knows your value and is willing to spend time digging into your work.]
2) Quality, speed, and price are *not* in competition, they must be offered simulaneously and at full value.
3) What is your promise or value proposition? Are you just showing up, or does every day offer a chance for you to show your value in a specific way?
4) Don't just be the best in your given vocation, *change it* for the better and redefine what "best" means!
5) Sell your relationship (and your understanding of the other person's needs), not just your expertise in isolation. Your boss or client has three choices and you are the last: to do nothing, to do it themselves, or to use you. Focus on being the first choice every time.
6) Execute with passion--and if you are a super-geek or nerd that does not have a high social IQ, form a partnership with a super-popular person and put them in front.
There are many other useful thoughts in this book. If you want to know how to sell the invisible, the intagible, the value propositions that revolve around knowledge and insight instead of bending metal and assembling things, this is absolutely the best book one could ask for. Really nicely presented.
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.Read more ›
As the title indicates, selling and/or marketing an intangible service is a different process than tangible product marketing. As the author writes, most people cannot evaluate the skills of an accountant, or lawyer, or any number of professional services. We often look for tangible proxies that indicate the professional's level of expertise and success (e.g., fancy offices, degrees on the wall, presentation, etc.).
If you read this book in its entirety in one session, you are bound to remember nothing in the sea of facts and tidbits (click on the table of contents link to get a feel for the topic areas). I've found the best way to read the book is to ponder on a few points every night and/or week, while attempting to apply them to a salient situation in your life. Overall, this book has some interesting and useful insights, and is a good read when you have a few minutes to spare.
I am the owner of a small service (training) business, so I read these kinds of books not for personal enjoyment, career advancement or writing amazon reviews, but to find insight about how to improve my business.
This book conveyed no additional information and when reading it I had a strange deja-vu feeling that many fragments and anecdotes I had already read before. What is worse, the book is filled with anecdotal evidence - someone did that and succeded, someother didn't and failed; anecdotal evidence, however, is even worse than no evidence, since you don't know the context, the economy, the market and all the conditions that influenced the outcome. Nowadays you can find anecdotal "evidence" to support just about anything. For example, some of the world oldest men and women are habitual smokers, but surely this does not mean that you should smoke as much as you can to live a hundred years.
There are no statistics, no research (the author even tells in one of the so-called falacies to distrust everything that begins with "the resarch shows") no proof whatsoever of anything. Compare this to books like Cialdini's "Influence" or Caples' "Tested Advertising Methods".
The chapters are one or two page anecdotes ending each one with a supposeldy profound moral. For example, "when choosing a name, choose one that sounds well", "find out what clients are really buying","planning is an imprecise art". No advice is given, however, about what makes a name sound well, how to exactly find what clients are really buying, etc.Read more ›
Most Recent Customer Reviews
This is a book you can read bit by bit, as it's divided into short chapters. It does not feel like a "real" book though, because of this.Published 20 days ago by Oliver Lopez
This is one of those books that changes the way you see things, in this case marketing. It's a concept book, not a step-by-step process for selling nor a study of specific... Read morePublished 1 month ago by Carol J. Roberts
An easy read with a lot of insider information on self-awareness that we tend to forget about from time to time.Published 4 months ago by Amazon Customer
Pragmatic, simple, easy read with actionable tips throughout. This book is well organized and definitely worth the time to read it thoughtfully.Published 4 months ago by Leelo D. Bush PhD
Great info for both the beginning or seasoned business owner. Easy to read and implement the many recommendations.Published 5 months ago by Robert W. McMullin