Format: Audio Book (Cassette)
Dimensions: 6.75 × 4.25 × 0.62 in
Published: April 1, 1997
Publisher: Hachette Audio
The following ISBNs are associated with this title:
ISBN - 10: 1570424713
ISBN - 13: 9781570424717
From the Publisher
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.
From the Jacket
A treasury of hundreds of quick, practical, and easy-to-read strategies - few are more than a page long - Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing including why focus groups, value-price positioning, discount pricing, and being the best usually fail; the critical emotion that most influences your prospects - and how to deal with it; the vital role of vividness, focus, "anchors", and stereotypes; the importance of Halo, Cocktail Party, and Lake Wobegon Effects; marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of Pikes Peak; dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention...and much more.
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, communications, and media relations for services.
From Our Editors
It's pretty easy to show your customers
exactly what products you sell if you work in a shoe store or on a
car lot because they can see and test them all out in your store.
Yet what about the task of selling and marketing for a company
whose main products are services, and therefore sometimes hard for
your customers to visualize? Find out all the tricks of this
elusive trade in Selling the Invisible.
In this book, author Harry Beckwith shares with
readers the vital tips and strategies you need to market business
services from his 25 years of success in the