Selling the Invisible

A Field Guide to Modern Marketing

De: Harry Beckwith

Narrado por: Jeffrey Jones

Duración: 1 h y 36 m

Resumen del Editor

A treasury of hundreds of quick, practical, and easy-to-read strategies. Your eyes will be opened to new ideas in this crucial branch of marketing, including why focus groups, value-price positioning, discount pricing, and being the best usually fail; the critical emotion that most influences your prospects - and how to deal with it; the vital role of vividness, focus, "anchors", and stereotypes; the importance of Halo, Cocktail Party, and Lake Wobegon Effects; marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of Pikes Peak; dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention; and much more.

©2008 Harry Beckwith (P)2008 Hachette Audio

Reseñas de la Crítica

"Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look." (Amazon.com)
"Actor Jeffrey Jones's narration professionally conveys these excellent ideas." ( Library Journal)

Amazing

This is one of the most underrated books I’ve ever read in my entire life!

help prevent early mistakes

great tips and tricks I would gladly apply .short and insightful reading. .. .. i

If you think you may be interested LISTEN TO IT!

A lot had been said over the years on why businesses fail. This book spells it out plainly.

Solid Foundation

A great overview of the fundamentals of marketing. If you are thinking about starting a business give it a listen. Good ideas presented clearly.

I’m a professional marketer for 20 years. Gave this a listen while cleaning my kitchen and it gave me six solid ideas for a few campaigns I am working on.

Great read for those in a services industry.

Some really great points that are timeless. I highly recommend this audio book for those struggling or refining how to sell a service. I hope you get as much out of it as I did.

Good overview of services marketing

This is a great book for someone with little background in marketing, but doesn’t get into the strategies I was hoping for such as building an ICP, mapping the customer journey, how digital services impact the selling process, or multichannel integrated marketing. It is a great foundational book and one I would recommend for someone new to services marketing - though, it is not a one-stop shop, there is a lot that is not touched on here, but this is digestible information, so that’s a plus.

Great book and great performer

Only my second audible book but realizing quickly what a difference the performer can make-great read, lively performer, good lessons and brief.

Easy to follow and very engaging.

the tips provided in this book were very clear and hopfully will be helpful. im not the most creative person so Its promising to know you dont have to be a marketing guru to sell your service!

Wonderful Introduction to Services Marketing

'Selling the Invisible' is the challenge faced by any marketer of services. The fact that services are also increasingly dominant in terms of economic contribution to GDP in most developed (and developing) countries means that learning how to market them (note: MARKET, not SELL!) is a skill that can no longer be ignored. This book provides a great introduction to this fascinating field of expertise. Enjoy!

Must Read for Everyone

This seriously brings the art and understanding of selling. Keep in mind, we all are sellers of something to everyone...