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 &
- Seeing the Forest Around the Falling Trees.
Author: Harry Beckwith
Binding Type: Paperback
Publisher: Grand Central Publishing
Published: 03/20/2012
Pages: 272
Weight: 0.45lbs
Size: 7.40h x 5.00w x 0.80d
ISBN: 9780446672313
Language: English
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