Summary of Selling the Invisible

A Field Guide to Modern Marketing

Harry Beckwith

Warner Books, 1997
First Edition: 1997 more...

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Your service is intangible, but your customer relationships are real and reliable. Now, do you know how to sell that?

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9 Overall

9 Applicability

9 Innovation

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Recommendation

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.

In this summary, you will learn

Why providing your customers with good service at all times is a promise you must keep;
What ten main errors to avoid in the service industry;
How to build relationships rather than just selling a service; and
Why every satisfied customer is a walking, talking advertisement for your business.

Summary

The Nature of Services and Why You Need to Know About Them
Services are invisible. For the most part, you cannot see, hear, taste, or touch them before you buy. The service industry, however, is hardly invisible. More than seventy percent of Americans make their living working for service...

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About the Author

Harry Beckwith, founder of Beckwith Advertising and Marketing, won the American Marketing Association’s Effie award. He has worked for several of America’s best 100 service companies and nine Fortune 500 companies. Selling the Invisible is his first book. He lives in Minneapolis with his wife and children.

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Lane Ostrow 5 years ago

Good summary - great book. I have read the book previously and have recommended it to many others in the past and will continue to do so.
Martha Mallma-Higgins 6 years ago

Wow!! Wow!! This book opened my amateur mind in business or service industry.