Summary of Selling the Invisible

This book presents the crucial concepts of new marketing. In an age where more than seventy percent of people in the United States earn their living working for service companies, the old product-marketing model is no longer viable. Instead of emphasizing features and benefits, new marketers need to work on developing lasting relationships with their clients. Those who learn this first will be able to attract the largest number of clients, even in a market that is becoming over-saturated with commodities and services. Harry Beckwith’s excellent book offers numerous useful tips in a highly readable format. Few chapters are more than a page long, and he offers enough insightful stories and eclectic examples to keep even the most time-pressed reader interested. getAbstract recommends this book to anyone trying to market a service and to those interested in ideas about marketing.