Selling the Invisible

Autoren

Harry Beckwith

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You can't touch, hear, or see your company's most important products, making selling and developing services challenging. This insightful book addresses that challenge, offering a wealth of practical strategies that are quick and easy to digest, with most being just a page long. It reveals why common methods like focus groups and discount pricing often fail and highlights the critical emotions that influence prospects. You'll learn about the importance of vividness, focus, and stereotypes, as well as concepts like the Halo, Cocktail Party, and Lake Wobegon Effects. The author draws on twenty-five years of experience with business professionals, sharing memorable examples from companies like Federal Express and Citicorp, as well as unique insights from everyday situations. With dozens of overlooked ideas for research, presentations, publicity, and client retention, this guide is a must-read for anyone involved in marketing services or products. It's already making waves in the business community and is praised as one of the best business books ever written. Reading it will undoubtedly change your perspective on marketing and service delivery.