Selling the Invisible
A Field Guide to Modern Marketing
Business & Finance, Marketing & Sales, Sales & Selling
| Author: | Harry Beckwith | ISBN: | 9780446930031 |
| Publisher: | Grand Central Publishing | Publication: | June 14, 1999 |
| Imprint: | Grand Central Publishing | Language: | English |
| Author: | Harry Beckwith |
| ISBN: | 9780446930031 |
| Publisher: | Grand Central Publishing |
| Publication: | June 14, 1999 |
| Imprint: | Grand Central Publishing |
| Language: | English |
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.
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.
