৳ Free Hardcover Read  ⪉ Selling the Invisible: A Field Guide to Modern Marketing  㬜 Ebook Author Harry Beckwith ⚢ ৳ Free Hardcover Read ⪉ Selling the Invisible: A Field Guide to Modern Marketing 㬜 Ebook Author Harry Beckwith ⚢ 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 and 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.Don t sell the steak Sell the sizzle In today s service business, author Beckwith suggests this old marketing adage is likely to guarantee failure In this timely addition to the management genre, Beckwith summarizes key points about selling services learned from experience with his own advertising and marketing firm and when he worked with Fortune 500 companies The focus here is on the core of service marketing improving the service, which no amount of clever marketing can make up for if not accomplished Other key concepts emphasize listening to the customer, selling the long term relationship, identifying what a business is really selling, recognizing clues about a business that may be conveyed to customers, focusing on the single most important message about the business, and other practical strategies relevant to any service business Actor Jeffrey Jones s narration professionally conveys these excellent ideas appropriate for public libraries Dale Farris, Groves, Tex.Copyright 1997 Reed Business Information, Inc. 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