Harry Beckwith

You can't touch, hear, or see your company's most important products... So how do you sell, develop, make them grow? That's the problem with services. This "phenomenal" book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. A treasury of hundreds of quick, practical, and easy-to-read strategies-few are more than a page long-Selling the Invisible will open your eyes 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 the Matterhorn * Dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention ...and much more. Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples-from Federal Express, Citicorp, and a growing Greek travel agency...to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons. The first guide of its kind and a book already causing a sensation in the business community, Selling the Invisible will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance reviewers call it the best book on business ever written.

A Field Guide to Modern Marketing

Selling the Invisible

Christine Clifford Beckwith

In YOU, INC. Beckwith provides practical tips, anecdotes and insights based on his 30 years of marketing and selling his advertising services. Beckwith learned early on in his career that no matter what product you're selling, the most important component of the product is you.In YOU, INC.: A Field Guide to Selling Yourself, Beckwith relates tantalizing tidbits and real stories of how to harness your enthusiasm with an ability to impress your key accounts.Written in his traditional homespun style, Beckwith offers doses of humour and pithy knowledge to anyone who wants to seal the deal and thrive in business

The Art of Selling Yourself

You, Inc.

Cagdas Bir Pazarlama Rehberi

Görünmeyeni Satmak

A partir da premissa de que os clientes estão interessados não apenas em qualidade, mas em estabelecer um relacionamento com seus fornecedores, o autor apresenta casos bem-sucedidos e fracassos para ilustrar o poder da marca e a importância do foco para estreitar relações com seus clientes e se destacar no mercado.

Vendendo o invisível

the surprising forces behind why we buy

Unthinking

A Field Guide to Growing Your Business

What Clients Love

Explains how to utilize the four keys to modern marketing to present an effective marketing program and offers helpful advice on how to enhance profits with the help of a humanistic marketing approach

The Four Keys to Modern Marketing

The Invisible Touch

Gelmiş geçmiş en iyi on pazarlama kitabından biri olarak anılan Görünmeyeni Satmak, hizmet ve ürün pazarlaması arasındaki farkı vurgulayarak hizmet satın almak isteyen müşterinin düşünce tarzını ve hizmet sektörünün işleyişini inceliyor. Ancak, hizmet sektörünü geniş bir çerçevede tanımlayarak, "ürün" gibi görünen, sözgelimi Nike spor ayakkabısının pazarlanmasında bile satışa sürülenin ürünün ötesinde, bir insan ilişkisi, bir beklenti, bir duygu olduğuna da dikkat çekiyor. Örnekler bebek bakıcısı Kate'den Federal Express'e, çok farklı hacim ve konulardaki işlerden alınmış. "Ürün somut bir şeydir. Onu görür ve ona dokunabilirsiniz. Ama hizmet elle tutulamaz. Hatta, çoğu zaman satın almadan önce yoktur bile. Bir kuaföre gittiğinizde, saçınızı önce kestirir sonra satın alırsınız. Önce sipariş verir, sonra alırsınız" diyen Beckwith'in bu kitabı, pazarladığınız ne olursa olsun, size ufuk açıcı görüşler kazandıracaktır. "Şimdiye kadar yazılmış en iyi iş kitabı..." - Joel Abrahmson, Merrill Lynch Sigortacılık Şti. "Hizmet sektöründeki herkesin, yani hepimizin okuması gereken bir kitap..." - Roger Dow, Marriott Otelleri VP ve Satış Müdürü "Konusundaki en yenilikçi ve sezgilere yer veren kitap. Son derece pratik ve okunması kolay..." - Bir Okur

Christine K. Clifford

As founder of Beckwith Advertising and Marketing, Harry Beckwith learned early on in his career that no matter what product is being sold, the most important component of the sale is you. And in YOU, INC. Beckwith teams up with Christine Clifford (motivational speaker and former top sales executive) and they expand on this fundamental premise of selling, providing wonderful tidbits, anecdotes, and advice through his well-known home-spun writing style. The authors offer doses of humor and practical knowledge to anyone who wants to learn how to "seal the deal" and thrive in business.

This guide shows how markets work and how prospective clients think. It delivers business wisdom aimed at keeping clients by utilising the keys to modern marketing - price, brand, packaging and relationships.

What do Howard Hughes and 50 Cent have in common, and what do they tell us about Americans and our desires? Why did Sean Connery stop wearing a toupee, and what does this tell us about American customers for any product? What one thing did the Beatles, Malcolm Gladwell and Nike all notice about Americans that helped them win us over? Which uniquely American traits may explain the plights of Krispy Kreme, Ford, and GM, and the risks faced by Starbuck's? Why, after every other plea failed, did "Click It or Ticket" get people to buy the idea of fastening their seat belts? To paraphrase Don Draper's character on the hit show Mad Men, "What do people want?" What is the new American psyche, and how do America's shrewdest marketers tap it? Drawing from dozens of disciplines, the internationally acclaimed marketing expert Harry Beckwith answers these questions with some surprising, even startling, truths and discoveries about what motivates us.

The Surprising Forces Behind What We Buy

Harry Beckwith is the author of Selling the Invisible and The Invisible Touch, both marketing classics. Now he applies his unparalleled clarity, insight, humor, and expertise to a new age of mass communication and mass confusion. What Clients Love will help you stand out from the crowd-and sell anything to anyone. From making a pitch to building a brand, from designing a logo to closing a sale, this is a field guide to take with you to the front lines of today's business battles. Filled with real tales of success and failure, it shows you how to: Fly a Jefferson Airplane. Everyone knows there's a Jefferson Monument, but a Jefferson Airplane? A brilliant, attention-grabbing name often includes the unexpected and the absurd. Strike with a Velvet Sledgehammer. It's not a hard sell. It's not exactly soft. Selling well means finding the fine line between modesty and bragging, and driving the message home. Speak to the Frenchman on the Street. A French mathematician believed that no theory was complete until you could explain it to the first person you meet on the street. Marketers, ecoutez! Dress Julia Roberts. Why, one scene from Pretty Woman can enlighten you more than a full year of study at a top business school. What Clients Love will help you get focused, stay focused, and follow the essential rules to success-by doing the little things right and the big things even better.

Harry Beckwith

About

Books

Join the club