Selling the Invisible: A Field Guide to Modern Marketing | Harry Beckwith

Selling the Invisible: A Field Guide to Modern Marketing | Harry Beckwith | Selling the Invisible: The Art of War

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Selling the Invisi...

	Selling the Invisible: A Field Guide to Modern Marketing Harry Beckwith Business Plus, 1997 - 272 pages average customer review:based on 145 reviews view larger image
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highly recommended

Not your typical book on selling.

This is one of the best books I have ever read on the subject of selling a service or services.

My company is a small-time operation. I own a computer service and repair business. Essentially, I am the company. That's why this book is perfect for me.

Beckwith's guide taught me what is most important about what I do and how to focus on that, and then sell it. It also showed me what customers look for, what they don't care about, and the benefits of knowing these things.

If I could go back in time and give myself a copy of this book when I was just starting out, my income would probably be double what it is today. Simply purchasing this book and making a few minor changes has already made a huge difference the bottom line.

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Selling the Invisible: The Art of War

Harry Beckwith's Selling the Invisible reminds me of Sun Tzu's The Art of War in that it is not so much a manual on its subject as it is a primer on how to think about its subject. Knowing nothing of service marketing when I started to read it, I found many of its precepts counterintuitive (selling relationships?) but with the numerous examples aided by my own observation of the things Beckwith talks about, my eyes were opened in a way Sun Tzu's first readers must have been. Beckwith understands the core of service marketing is the service itself and focusing on the consumer's needs, not clever marketing designed to separate the customer from his cash or dazzle him with an empty sales pitch for unwanted products (take notice, Apple). This relationship to the customer and understanding his or her needs defines the successful business and indeed IS the successful business. Beckwith illustrates this with many practical strategies relevant to any service business.

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Can't go wrong reading this one!

This is another one of those classics. The fundamental message is timeless, and while some of the companies mentioned have changed the lessons behind the stories are still relevant. The book is made up of a series of anecdotes that each delivers a punch, consisting of good solid advice. Harry was ahead of his time offering insights on the "new" world of service in 1997 when the book was published, and offering that even service companies have brand equity to care for. There are good essential marketing skills included here that many of us may have forgotten. I reread this book again recently and was reminded of a few things that are worth re-applying to my own marketing efforts and the work I do for clients. You can't help but become a better marketer after reading this.

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If you sell a non-tangible product or service, buy this book

It is much easier to sell a book than it is to sell life insurance. Why? Because the customer can hold and touch and see the book. You can't hold, touch or see insurance. (The policy is not the insurance.)

Beckwith understands selling intangibles better than anyone and he tells how in this book. It is in my top ten of business and marketing books for people who sell services. Even if you sell products, you will learn some valuable information. Well worth the money.

Short and Easy to Read

This book was suggested reading by our Marketing Department. As an Engineer, I decided to read it to find out more about marketing. The book was easy to read and understand. It summarized the basics of good client service. Most things were obvious, but probably not done nearly enough. For example, the book recommended thanking your clients as often as possible.

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