Selling the Invisible: A Field Guide to Modern Marketing

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.

• | Author: Harry Beckwith
• | Publisher: Grand Central Publishing
• | Publication Date: March 20, 2012
• | Number of Pages: 272 pages
• | Language: English
• | Binding: Paperback
• | ISBN-10: 0446672319
• | ISBN-13: 9780446672313