Great day & welcome to our 20th anniversary service publication special …
No. I’ve not been doing them for 20 years!
Today I’m reviewing a book in its 20th anniversary year. And its as current today as it was way back in 1999.
Harry Beckwith’s ‘Selling the Invisible’ is an advertising and marketing work of art.
I remember back in 1999 I was selling computer system products & joined a business who offered them as part of a service contract. This publication aided me greatly.
The idea of guide is that the 20th century was an extremely product driven economic climate. The 21st century is service. However you can not touch, listen to or see services. So just how do you market them?
Re-reading the publication made me understand there’s still numerous of us offering items. Rather than differentiating our-selves & marketing the solution that surrounds your item. Sell the consumer an experience they would certainly like to repeat with you.
Harry suggests. If you have 2 comparable products with the same functions, even. You can still distinguish on your own through the type of service you give around the item.
Harry firmly believes we all have at least 1 point that can make us stand out from others. You simply require to find. Condense it right into a positioning statement, sing it from the hillside tops & make certain you supply against it continually.
Guide is jam-packed loaded with ideas that you can place right into practise instantly & details tons of case researches where various other organisations have both fell short & prospered ready themselves as solution organisations.
It’s a must review for any individual in sales & in a service organization. Which is basically everybody. Isn’t it?
Selling the Invisible’ obtains a thumbs up & 5 celebrities.
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See all our organization book evaluates at mytotalofficesolutions.co.uk/ business-book-reviews.
Thanks for watching & see you following week.