Selling the Invisible – by Harry Beckwith Description:

Selling the Invisible 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 Donts The More You Say the Less People Hear and Seeing the Forest Around the Falling Trees. Selling the Invisible – by Harry Beckwith