Selling the Invisible
by Harry Beckwith
Instead of producing tangibles—automobiles, clothes, and tools—more and more businesses provide intangibles—health care, entertainment, financial services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like tangible products. How do you sell, develop, and grow something that can’t bee seen, touched or heard? “Selling the Invisible” answers that question by offering insights on how markets work and prospects think. 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. 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 a worthwhile read.