| | Selling the Invisible: A Field Guide to Modern Marketing |  | Author: Harry Beckwith
Publisher: Oxmoor House
Category: Book
Buy New: $34.82
New (2) from $34.82
Avg. Customer Rating:  145 reviews
Sales Rank: 3800949
Media: Hardcover
Number Of Items: 1
ISBN: 0446930032
EAN: 9780446930031
ASIN: 0446930032
Publication Date: June 1999
Availability: Usually ships in 1-2 business days
Condition: New, great condition
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Amazon.com Review
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 Description
A comprehensive guide to service marketing furnishes tips and advice on how one can apply one's business knowledge to any area of sales and marketing, from a home-based consultancy to a multinational brokerage firm.
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| Customer Reviews: Read 140 more reviews...
 A great stimulus for creative marketing thinking! January 5, 2009
Engaging book that offers lots of counter-marketing-culture quips and provides fuel for thinking outside your own (or your organization's) boxes. Make sure you have a pad and pen handy for notes!
 Sell yourself as the perfect service to prospective employers! December 1, 2008
`Selling The Invisible', by Harry Beckwith, teaches us how to increase our perceived value. In these modern times, marketing is even more relevant than the actually quality of a product when it comes to sales numbers. We only need to look at the music industry for a fine example of this fact.
One of the most difficult things to sell can be yourself. Even if you know what you are worth to an employer, do you know how to present this in an easily-digested way?
Beckwith shows us how to simplify access to our work, so people can see how valuable we are. He tells us to not just be the best at what we do, but change the definition of best! He tells us to execute with passion.
Knowing how to sell yourself and accurately demonstrate your worth as an employee is an excellent tool to have at hand as a jobseeker. This book has some very useful advice on one of today's most crucial skills to have, self-marketing.
Danny Iny
Author of the free eBook "Forget Everything You Know About Looking For a Job... And Actually Find One!"
HuntingToHired, www.HuntingToHired.com
Selling the Invisible November 23, 2008
This is one of the better books I have read. I purchased several additional copies to give to friends.
My purchase through Amazon was very good and I will use Amazon again.
Know Where To Hammer November 18, 2008
The excellent book Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith makes many great points about service marketing, including that a good solution today is better than a perfect solution tomorrow. A ready-fire-aim approach (implement first, then iterate to fix mistakes) is generally better than a ready-aim-fire approach (wait for the perfect solution, then implement). You've still got to aim. You've still got to fire. But you may need to reconsider the order.
 Drinking from a fire hose October 12, 2008
Nutshell review - This little book has +/-200 tips and points about marketing in service businesses. These are presented in a collection of short stories or mini-chapters of a paragraph or two with a bullet point note at the end - a field guide indeed. It's a bit like drinking from a fire hose with almost too many points being made but if just a few points help your cause then it will have been a worthwhile read.
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