Selling the Invisible: A Field Guide to Modern Marketing

Selling the Invisible: A Field Guide to Modern Marketing

More information
Selling the Invisible: A Field Guide to Modern Marketing
SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and […]
0
941

SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as:

Greatness May Get You Nowhere Focus Groups Don’ts The More You Say, the Less People Hear & Seeing the Forest Around the Falling Trees.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.

Product Features

  • Business Plus

Comments

Email Marketing

More information
Email Marketing
DЕЅСRIРTIОN Email mаrkеting оffеrѕ unparalleled reach, ассерtаnсе, аnd effectiveness. It’ѕ аlѕо a well-established channel with well-defined bеhаviоrѕ аnd nоrmѕ. This bооk will serve as your guide to understanding the bеѕt practices of еMаil mаrkеting It iѕ prоfitаblе thаn basic wеb mаrkеting and ѕignifiсаntlу higher in vаluе tо a buѕinеѕѕ thаn social mеdiа mаrkеting. Hоwеvеr, many […]
0
13

Create a Profitable Online Marketing Business: Amazon Video Affiliate & Fiverr Service Marketing

More information
Create a Profitable Online Marketing Business: Amazon Video Affiliate & Fiverr Service Marketing
ATTENTION: BEGINNER INTERNET MARKETERS WHO ARE STRUGGLING TO MAKE A CONSISTENT $1,000- $3,000 PER MONTH ONLINE I’ve got bad news for you. Everything you learned from the gurus are just plain wrong. You’ve been bombarded by thousands of get rich quick course that will never work for you. I solved that problem through this bundle. […]
0
1

U.S. Master Sales and Use Tax Guide (2017)

More information
U.S. Master Sales and Use Tax Guide (2017)
CCH’s U.S. Master Sales and Use Tax Guide is a quick-answer resource for professionals who work with multiple state tax jurisdictions. This CCH Master Guide serves as a handy desktop reference containing succinct explanations and quick-glance charts detailing common sales and use tax issues for all states and the District of Columbia. It provides easy-to-read […]
0
3

99+ Best Free Internet Marketing Tools And Resources To Boost Your Online Marketing Efforts (SEO Tools, Social Media Marketing, Email Marketing, Content … (Smart Entrepreneur Guides! Book 2)

More information
99+ Best Free Internet Marketing Tools And Resources To Boost Your Online Marketing Efforts (SEO Tools, Social Media Marketing, Email Marketing, Content … (Smart Entrepreneur Guides! Book 2)
99+ Best Free Internet Marketing Tools And Resources To Boost Your Online Marketing Efforts Updated with more tools and a special BONUS. The “build it they’ll come” strategy doesn’t work anymore. In fact, more than 60 percent of the businesses plan to invest heavily into marketing in 2016, leaving a tough challenge to the ones […]
1
25

Email Advertising Crash Course: How to Build an Email List and Create a Newsletter Campaign that will Persuade Subscribers to Spend Money – ( Email Marketing Best Practices + Tips )

More information
Email Advertising Crash Course: How to Build an Email List and Create a Newsletter Campaign that will Persuade Subscribers to Spend Money – ( Email Marketing Best Practices + Tips )
There’s no doubt that online marketing strategies are now an integral part of any business’ overall marketing plan. If your business remains offline, you have severely limited your chances of virtually expanding out into the rest of the world. In today’s society, email is the one true must have. From our pre-teens to our grandmothers, […]
0
3

Email Marketing

More information
Email Marketing
Dear Reader,Thank you for choosing Email Marketing: An Hour a Day. This book is part of a family of pre-mium-quality Sybex books, all of which are written by outstanding authors who combine practi-cal experience with a gift for teaching.Sybex was founded in 1976. More than 30 years later, we’re still committed to producing consistently exceptional […]
0
28

Online Marketing Secrets: The Entrepreneur and Small Business Owner Roadmap To eXplode Online Sales

More information
Online Marketing Secrets: The Entrepreneur and Small Business Owner Roadmap To eXplode Online Sales
Are you a small business owner or entrepreneur wanting to learn the secrets the top marketers use to quickly grow your business? Are you looking for a business growth expert to tell you the truth and give you a solid road map to market and sell online? If so, ONLINE MARKETING SECRETS is the book […]
0
29

EMAIL MARKETING EXCELLENCE: Simple Strategies to Boost Your Sales

More information
EMAIL MARKETING EXCELLENCE: Simple Strategies to Boost Your Sales
Hi, and thanks for considering buying this “straight to the point” guide to better Email Marketing. Inside, I’m going to show you some simple techniques that you can use, starting today, to vastly improve your internet marketing business. What I mean by that is how to get your subscribers actually looking forward to your emails […]
0
27

Email Marketing: List Building and Campaigns (Making Money Online)

More information
Email Marketing: List Building and Campaigns (Making Money Online)
If уоu haven’t yet started building аn еmаil list fоr уоur business, thiѕ bооk is fоr уоu . You may have hеаrd thаt a ѕtrоng еmаil liѕt is one оf the most valuable аѕѕеtѕ you саn hаvе, but when you’re starting frоm ѕсrаtсh, it’ѕ easy to fееl оvеrwhеlmеd. This is раrtlу because many buѕinеѕѕ оwnеrѕ […]
0
59

Simple Story Selling: How To Eliminate Writer’s Block, and Write Stories That Sell

More information
Simple Story Selling: How To Eliminate Writer’s Block, and Write Stories That Sell
Storytelling is a great way to build profitable, long-lasting relationships with your customers. The trouble is, telling stories in your marketing can feel intimidating. The trouble is, telling stories in your marketing can feel intimidating. In the end, you skip the story altogether. You focus instead on features, benefits and prices, just like everyone else […]
0
48
load more posts