You can't touch, hear, or see your company's most important products... So how do you sell, develop, make them grow? That's the problem with services. This "phenomenal" book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. A treasury of hundreds of quick, practical, and easy-to-read strategies-few are more than a page long-Selling the Invisible will open your eyes 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 the Matterhorn * Dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention ...and much more. Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples-from Federal Express, Citicorp, and a growing Greek travel agency...to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons. The first guide of its kind and a book already causing a sensation in the business community, Selling the Invisible will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance reviewers call it the best book on business ever written.
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The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.
In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. 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.
Synopsis
A comprehensive guide to service marketing furnishes tips and advice on how one can apply one's business knowledge to any area of sales and marketing, from a home-based consultancy to a multinational brokerage firm.
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In a free-association test, most people-including most people in business-will equate the word "marketing" with selling and advertising: pushing the goods. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Rückseite
In a free-association test, most people-including most people in business-will equate the word "marketing" with selling and advertising: pushing the goods. Lesen Sie die erste Seite
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2 von 2 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe|Von Amazon bestätigter Kauf
Harry Beckwith vermittelt in seinem Buch „Selling the Invisible: A Field Guide to Modern Marketing“ wie man Services verkauft.
Sein Kernthese ist, das Kunden von Dienstleistungen primär nicht an Eigenschaften und Features interessiert sind sondern an Beziehungen. Kunden kaufen nicht mehr ein bestimmtes Produkt oder eine bestimmte Dienstleistung, sondern eine Art und Weise wie eine Firma Geschäfte macht. Ein gutes Beispiel dafür ist Apple, denen es zur Zeit besser als jedem anderen gelingt, ihre Art Business zu machen zu verkaufen.
Wenn Sie eine Dienstleistung, Servie oder Beratung verkaufen, dann sollten Sie dieses Buch lesen und auch seinen neueren Büchern eine Chance geben.
Sein Kernthese ist, das Kunden von Dienstleistungen primär nicht an Eigenschaften und Features interessiert sind sondern an Beziehungen. Kunden kaufen nicht mehr ein bestimmtes Produkt oder eine bestimmte Dienstleistung, sondern eine Art und Weise wie eine Firma Geschäfte macht. Ein gutes Beispiel dafür ist Apple, denen es zur Zeit besser als jedem anderen gelingt, ihre Art Business zu machen zu verkaufen.
Wenn Sie eine Dienstleistung, Servie oder Beratung verkaufen, dann sollten Sie dieses Buch lesen und auch seinen neueren Büchern eine Chance geben.
2 von 2 Kunden fanden die folgende Rezension hilfreich
Von Benjamin Hart
Format:Gebundene Ausgabe
If you are looking for hand holding in creating a marketing strategy or definite step by step instructions in marketing success than this is not the book for you. But if you would like some very interesting insight and examples of the principles of marketing a service than read this book. I found myself remembering times when I experienced these principles and how i reacted in both positive and negative ways. And then I realized my company was doing several things wrong and we are on our way to changing them. Sometimes you need someone else to help you see what's starring you right in the face.... (Ever lose your keys and they're right there in front of you the entire time? Well Beckwith will help you see the keys right there on the table.)
1 von 1 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
Da tatsächlich in vielen Branchen und Unternehmen, "the invisible" - verkauft wird und das schwierig genug ist, deutet der Titel darauf hin, daß gerade dieses Problem thematisiert und für dieses Problem Lösungsansätze dargestellt werden. Tatsächlich ist "Selling the invisible" von Harry Beckwith, Warner Books, New York City 1997, ein chaotisch - wenn überhaupt - strukturiertes Buch über alle möglichen Marketingaspekte. Ein Auszug aus den Überschriften zeigt dies deutlich: "Marketing is not a department", "Planning: the eighteen fallacies", "The more you say, the less people hear", "How to save $ 500,000" oder "Holding on to what you've got". Somit handelt es sich bei diesem Werk um nichts anderes als um eine typisch amerikanische Pseudo-Handlungsanleitung, wie man angeblich "Erfolg", diesmal im Marketing, hat. Die Beurteilung auf dem Deckblatt "The best book on business ever written" stimmt jedenfalls nicht. Nichtsdestoweniger sind die "Marketing-Schmankerln" nicht uninteressant und flüssig zu lesen.
1 von 1 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
An excellent book! If you were only to read just one book on Sales & Marketing, this is the choice...
Wonderful collection of good advice for those working on selling services. The book is easy to read. Beckwith shows he masters communication. He creates a vivid image for every idea or advice he presents.
Do not miss his recommended readings at the end of the book, just in case this is not the only book you read on the subject...
1 von 1 Kunden fanden die folgende Rezension hilfreich
Von Ein Kunde
Format:Gebundene Ausgabe
Just listened to the audiobook of Selling the Invisible while driving to and from work. The actor, Jeffrey Jones, does an excellent job of reading the text of a summary version of the book (not the whole text). Jones "sells" Beckwith's classic tome on marketing in an energetic style worthy of several replays!
1 von 1 Kunden fanden die folgende Rezension hilfreich
Von Ein Kunde
Format:Gebundene Ausgabe
From a service marketer's point of view, we often tend the business at the expense of, or in spite of the customer. This book is a quick read and a good way to make sure you remember the customer and not focus all your energies marketing toward either your competition or your bottom line.
On a personal note, after interfacing directly with Mr. Beckwith, the author, the book loses much of its appeal. He appears to be another of those do as I say, not as I do type experts. His approach to business with my company in no way reflected the approach he outlines in his book. He will no doubt sell many books, but his saleability on the speaking circuit will be short unless he begins living by the rules he outlines.
Impressed by the book, not by the author!
On a personal note, after interfacing directly with Mr. Beckwith, the author, the book loses much of its appeal. He appears to be another of those do as I say, not as I do type experts. His approach to business with my company in no way reflected the approach he outlines in his book. He will no doubt sell many books, but his saleability on the speaking circuit will be short unless he begins living by the rules he outlines.
Impressed by the book, not by the author!
Von A Reader
Format:Taschenbuch|Von Amazon bestätigter Kauf
All jokes from the title aside, this book fails to deliver any profound knowledge you can build upon. Almost every Idea presented in this book is pre-cut and pre-chewed, there is nothing to add brain-wise on your side. Do not get me wrong here, I was not looking for a puzzle to solve. However, you can take what is written in there, or you can leave it alone. The thought-processes are that simple. It consists mostly of, according to the author, willfully unfunded theories. It can therefore be observed that the author has had read and heard nothing in regards to empirical research, let alone any other sort of systematic data acquisition. I could too come up with some case study and sell the reader that this is the one, only and ultimate truth, regardless that I derived my example from my aunts gas station, but that would only create another bad book. Go figure...
Von Carolyn Anderson
Format:Gebundene Ausgabe
Although I haven't finished reading the book yet, I highly recommend it to anyone in business. The book is enjoyable and is easy to read. The subject matter covers many things I already knew but couldn't put into words as simply as the author has. I particularily enjoyed the chapter on "positioning." I now have an entirely new insite regarding marketing.
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1.0 von 5 Sternen
Why Waste Time Reading Trash?
Long years ago I had lunch with a man who worked forDisney. His job was to devise the rides that the public takes atDisney World and Disney Land. Lesen Sie weiter...
Veröffentlicht am 31. Mai 2000 von Bernard M. Patten
5.0 von 5 Sternen
Digestible Insights
As others have written, this book is not about creating a complex marketing design or plan. What it does offer is quick, a page or so, USA today-like snippets of insightful... Lesen Sie weiter...
Veröffentlicht am 11. Mai 2000 von Michael L. Perla
4.0 von 5 Sternen
Motivation to improve your service.
I bought this book because it was recommended by Amazon.com, and because I was just starting my own part time service business. Lesen Sie weiter...
Veröffentlicht am 29. April 2000 von Rusty Keele
5.0 von 5 Sternen
A blueprint for marketing in the Network Economy.
This book simplifies the complex while never being simpleminded. It lays out a clear framework for marketing in the Network Economy, something that I have not seen effectively done... Lesen Sie weiter...
Am 29. Februar 2000 veröffentlicht
1.0 von 5 Sternen
Limited Scope
Not very helpful if you're looking for a general guide to selling services. There are many much better books available.
Veröffentlicht am 13. Februar 2000 von Gregory Mertz
5.0 von 5 Sternen
Selling The Invisible
I found this book is much more than a guide book telling me how to keep and create customers. Instead the Selling The Invisible showed me several mistakes that we often pushed to... Lesen Sie weiter...
Veröffentlicht am 7. Februar 2000 von Chandakarn Nimmannorathep
4.0 von 5 Sternen
Selling the Invisible - Book Review
This book was extremely easy to read. The short sub-sections make Beckwith's book manageable to those with busy schedules who have a hard time finding time to read. Lesen Sie weiter...
Veröffentlicht am 1. Februar 2000 von "ham_publishing"
5.0 von 5 Sternen
Best business book ever?
I'd say so. This is absolutely the best business book ever. I wish there were six stars to give. this book is amazingly well written. I love this book. Lesen Sie weiter...
Veröffentlicht am 17. Januar 2000 von Walter
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