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Selling the Invisible

A Field Guide to Modern Marketing

Selling the Invisible by Harry Beckwith
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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.
Grand Central Publishing; June 1999
ISBN 9780446930031
Read online, or download in secure EPUB
Title: Selling the Invisible
Author: Harry Beckwith
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