Selling the Invisible
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"Selling the Invisible" by Harry Beckwith is a insightful book that serves as a field guide to modern marketing and sales. The book provides practical advice and strategies for effectively marketing intangible services and products, making it a valuable resource for businesses and professionals in the service industry. Beckwith's expertise and engaging writing style make this book a must-read for anyone looking to improve their marketing and sales tactics.
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1. “People don’t buy products, they buy the expectations they have for the role that product is going to play in their lives.” 2. “The first step in the selling of the invisible is to create an image in the prospect’s mind.” 3. “Services are experiences, not things.” 4. “Service is personal. It is the people who provide the service who make the difference.” 5. “The sale of an idea, a point of view, a belief, a philosophy, a cause, is, in many ways, the most difficult sale to make.”
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