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Selling the Invisible: A Field Guide to Modern Marketing, by Harry Beckwith
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About the Author
Harry Beckwith graduated Phi Beta Kappa from Stanford University in 1972. He then attended the University of Oregon School of Law, where he was awarded the school's highest honor of Law Review Editor-in-Chief. Beckwith formed Beckwith Advertising and Marketing in 1988. The firm specializes in marketing, marketing communications, and media relations for services.
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Product details
Paperback: 272 pages
Publisher: Grand Central Publishing; Reprint edition (March 20, 2012)
Language: English
ISBN-10: 0446672319
ISBN-13: 978-0446672313
Product Dimensions:
5.2 x 0.8 x 7.5 inches
Shipping Weight: 7.2 ounces (View shipping rates and policies)
Average Customer Review:
4.4 out of 5 stars
225 customer reviews
Amazon Best Sellers Rank:
#55,753 in Books (See Top 100 in Books)
Almost 150 reviews at this point for this text, spanning consistently over a period of the 10 years it has been written. This reviewer recalls the recent "The Wall Street Journal" article which questioned whether such a high number of reviews for a single product is ever warranted. In the case at hand, this reviewer believes that so many reviews, with such positive feedback, is testament to the quality of the original content as well as to the ongoing (and arguably increasing) relevancy of the material. Services marketing is the subject of this masterwork, and while subtitles for other books can be misleading at times, "Selling the Invisible" is truly a field guide to modern marketing - in the words of Beckwith a "how-to-think-about book", not necessarily a "how-to" book, "because if you think like these new marketers - if you think more broadly and deeply about services and their prospects - you will figure out dozens of better ways to grow your business". The author explains that "this book is for all those service marketers: the 80 percent of us who do not manufacture products - and the other 20 percent who do", and that "the new marketing is more than a way of doing; it is a way of thinking. It begins with an understanding of the distinctive characteristics of services - their invisibility and intangibility - and of the unique nature of service prospects and users - their fear, their limited time, their sometimes illogical ways of making decisions, and their most important drives and needs." The format of this book greatly aids the content, as it is divided into chapters by subject matter and further broken down into discussions of 1 to 3 pages that are expected to be easily digestible by even the most book-weary readers. The core problem of service marketing, service quality, is first discussed, followed by a discussion on improving service quality, and later the fundamentals of service marketing: defining one's business and understanding what customers are really purchasing, positioning one's service, understanding prospects and buying behavior, and communicating to prospects. As a consultant, this reviewer was reminded of Gerald M. Weinberg's "The Secrets of Consulting: A Guide to Giving and Getting Advice Successfully" (see my review) while reading this text, because, like Weinberg, Beckwith brilliantly leads the reader through his thoughts one step at a time through subject matter that is not always intuitive, and is so fluent in his subject material that he is also able to arrive at his own principles and rules to elegantly apply the lessons that he has learned throughout his career. While this book is a quick read, the content might take time to digest if the reader is not familiar with service marketing. One of the quotes on the back of the hardcover edition of this book especially rings true: "After just forty-eight pages I'd written ten pages of notes and had more ideas than I could implement in a year. Terrific." As a consultant, this reviewer highly recommends this book to everyone in business, especially the chapter that addresses what the author views as the 18 fallacies of planning.
Provides practical ideas into helping one on how to market a service, a product or a career with the goal being to make the intangible more tangible.With over 65 sales & marketing ideas that I wrote down for this review, I will provide a few here."In most professional services, you are not really selling expertise--because your expertise is assumed, and because your prospect cannot intelligently evaluate your expertise anyway. Instead, you are selling a relationship. And in most cases, that is where you need the most work...Service business are about relationships. Relationships are about feelings. In good ones, the feelings are good; in bad ones, they are bad. In service marketing and selling, the logical reasons that you should win the business--your competence, your excellence, your talent--just pay the entry fees. Winning is a matter of feelings, and feelings are about personalities."On strategy and tactics: "But in most successful companies, tactics drive strategy, as mush or more than strategy drives tactics. Companies do something and learn from it. It changes their thinking."On opportunities for growth: "...often lie outside the confines of your current industry description. In fact, fighting within those confines, particularly in mature industries, can cause you to spill too much of your blood and money. Your great opportunities are in your answer to that question: What are we good at? In planning your marketing, don't just think of your business. Think of your skills.""People cannot see your service...they judge your service by what they can see. If people see one thing while you are saying another--people will trust their eyes far before they will every trust your words. Look at your business card. Your lobby. Your shoes. What do your visibles say about the invisible thing you are trying to sell? Prospects look for visual clues about a service. If they find none, they often look to services that do have them. So provide clues. Make sure people see who you are."To summarize the book: "Good marketing must focus on the buy. How clear is the offer? Can the prospects sample the service, thereby reducing their risk? How clear is the price? How easy is it to buy? Make your service easy to buy."
Wow! I can’t even begin to tell you how much of an impact this book has had on me since I read it. After reading this book, I understood very clearly what I need to do in order to make my business stronger and since implementing those strategies, I have seen big results. I go back to my notes from this book often any time I’m making my business stronger. This book is like having little business coach on your bookshelf! This is a MUST read for anyone in a service business.
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