Selling the Invisible

  • by Harry Beckwith
  • Narrated by Jeffrey Jones
  • 1 hrs and 37 mins
  • Abridged Audiobook

Publisher's Summary

A treasury of hundreds of quick, practical, and easy-to-read strategies. Your eyes will be opened to new ideas in this crucial branch of marketing, including why focus groups, value-price positioning, discount pricing, and being the best usually fail; the critical emotion that most influences your prospects - and how to deal with it; the vital role of vividness, focus, "anchors", and stereotypes; the importance of Halo, Cocktail Party, and Lake Wobegon Effects; marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of Pikes Peak; dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention; and much more.

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What the Critics Say

"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 worth a look." (Amazon.com)
"Actor Jeffrey Jones's narration professionally conveys these excellent ideas." (Library Journal)

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Customer Reviews

Most Helpful

One of the Best Audio Books I have acquired

It was very relatable, interesting and above all very intellectually informative about the service industry. A-Z of selling the invisible service.
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- Omegara

Really enjoyed

This audio book has some great new ideas as well as reinforcing known principles.

I have listened twice and will no doubt listen again.
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- Liam

Book Details

  • Release Date: 27-06-2008
  • Publisher: Hachette Audio