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Title details for Selling the Invisible by Harry Beckwith - Available

Selling the Invisible

A Field Guide to Modern Marketing

by Harry Beckwith
Jeffrey Jones
Audiobook
2 of 2 copies available
Borrow Listen to a sample Listen to a sample
2 of 2 copies available
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.

    • Creators

    • Publisher

    • Release date

      January 2, 2008

    • Formats

      • OverDrive Listen audiobook

        • ISBN: 9781594837159
        • File size: 46136 KB
        • Duration: 01:36:06

    • Languages

      • English

    • Reviews

      • AudioFile Magazine
        Listeners not familiar with Beckwith's 1997 classic will love hearing his timeless wisdom on marketing hard-to-define products such as services. "The core of service marketing is the service itself," he says in this expert lesson, which also stresses the value of practices like seeking customer feedback, acting decisively, continually refining the value of the service, and keeping passion in customer relationships. Listeners will also love the emotional tone of Jeffrey Jones's narration. He stays relaxed--as if he's participating in an armchair talk with friends--but he also knows how to highlight key ideas with subtle phrasing that intensifies without sounding dramatic or clever. His narrative smoothness is ideal for an important business lesson like this. T.W. (c) AudioFile 2009, Portland, Maine
      • Publisher's Weekly

        March 3, 1997
        It's unfortunate that the author, founder of Minneapolis's Beckwith Advertising and Marketing, and his editor didn't spend more time on this book, intended to help service businesses sell their products. They could have eliminated the endless repetition; for example, we are told four times that clients aren't buying a service provider's expertise but are buying a relationship. A tightly focused, engaging book would have offered more useful advice. Beckwith underscores the concept that a brilliant marketing plan is virtually useless if your service is less than first-rate. He talks about the importance of pricing the service to correctly reflect the value of what is offered and why small firms should not be afraid to trumpet that they are small. But by the time we have heard again that McDonald's is really selling not food but entertainment, we aren't as receptive to Beckwith's message as we might be. BOMC alternate; Time Warner audio.

      • Booklist

        March 1, 1997
        Advertising professional Beckwith startles and disarms all potential doubting Thomases with one fact--that by the year 2005, 8 out of 10 Americans will be working in a service business. Chapters here are remarkably short; they are intended to convey one point (summarized in one sentence in boldface italics) and are blessedly free of jargon. Hints and tips cover the conventional four Ps of marketing--product, promotion, place, and price--in an irreverent and iconoclastic manner; nothing is sacrosanct. Stories from every corner of life illustrate and drive home messages. In a quandary about pricing? Read the Picasso story to remember, "Don't charge by the hour; charge by the years." About the value of research? Forget questionnaires and focus groups; instead, ask individuals what improvements are needed--not the dreaded "What don't you like?" A very human, much-needed book to savor and be refreshed by. ((Reviewed March 1, 1997))(Reprinted with permission of Booklist, copyright 1997, American Library Association.)

    Formats

    • OverDrive Listen audiobook

    subjects

    Languages

    • English

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