How do you sell and develop something you can't touch hear, or see? That's the problem with services. Now from Harry Beckwith, America's leading marketing expert, comes an indispensable guide to the art of SELLING THE INVISIBLE.
SELLING THE INVISIBLE offers hundreds of quick, practical and easy-to-read strategies. User-friendly and fun to read, it looks at the unique characteristics of services, and shows how any service- from a home-based consultancy to a multinational brokerage - can turn more prospects into actual clients. This book will open your eyes to new marketing ideas, including: + Why focus groups, value-price postioning, discount pricing, and being the best usually fail. + The crucial emotion that most influences your prospect - and how to deal with it. + Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn. Dozens of proven yet consistently overlooked ideas for presentations, publicity, advertising, and client retention... And much more!
SELLING THE INVISIBLE offers hundreds of quick, practical and easy-to-read strategies. User-friendly and fun to read, it looks at the unique characteristics of services, and shows how any service- from a home-based consultancy to a multinational brokerage - can turn more prospects into actual clients. This book will open your eyes to new marketing ideas, including: + Why focus groups, value-price postioning, discount pricing, and being the best usually fail. + The crucial emotion that most influences your prospect - and how to deal with it. + Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn. Dozens of proven yet consistently overlooked ideas for presentations, publicity, advertising, and client retention... And much more!
