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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.
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Book Description Paperback. Condition: new. Paperback. 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; and Seeing the Forest Around the Falling Trees. SELLING THE INVISIBLE is the first book to address the millions of people who work in America's service economy: proprietors, top executives, and sales and marketing professionals who sell the invisible i.e. services rather than products. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9780446672313
Book Description paperback. Condition: New. Language: ENG. Seller Inventory # 9780446672313