9780446520942

Selling the Invisible : A Field Guide to Modern Marketing

by
  • ISBN13:

    9780446520942

  • ISBN10:

    0446520942

  • Format: Hardcover
  • Copyright: 1997-03-01
  • Publisher: Grand Central Publishing

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Summary

The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. 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.

Table of Contents

Preface xiii(2)
Introduction xv
GETTING STARTED
1(20)
The Greatest Misconception about Service Marketing
3(1)
A World on Hold
4(1)
The Lake Wobegon Effect: Overestimating Yourself
5(1)
Those Cartoons Aren't Funny
6(1)
Let Your Clients Set Your Standards
7(1)
Bad News: You Are Competing with Walt Disney
8(1)
The Butterfly Effect
9(1)
A Butterfly Named Roger
10(2)
To Err Is an Opportunity
12(1)
The Ad-Wriiting Acid Test
13(1)
The Crash of Delta Flight 1985-95
14(1)
Getting Better vs. Getting Different
15(3)
The First Rule of Marketing Planning
18(1)
The Possible Service
19(2)
SURVEYING AND RESEARCH: EVEN YOUR BEST FRIENDS WON'T TELL YOU
21(12)
Even Your Best Friends Won't Tell You
23(1)
But They Will Talk behind Your Back
24(1)
Why Survery?
25(1)
The Letterman Principle
26(2)
Frankly Speaking: Survey by Phone
28(2)
The One Question You Should Never Ask
30(1)
Focus Groups Don't
31(2)
MARKETING IS NOT A DEPARTMENT
33(22)
Marketing Is Not a Department
35(1)
Marketing Myopia
36(1)
Tunnel Vision
37(1)
Start with You and Your Employees
38(1)
What Color Is Your Company's Parachute?
38(3)
What Are Your Really Selling?
41(1)
One Thing Most Experts Don't Know
42(1)
Who Is Your Client?
42(1)
With Whom Are You Really Competing?
43(2)
Hit' Em Where They Ain't
45(2)
The Adapter's Edge
47(3)
Study Your Points of Contact
50(1)
Life Is Like High School
51(2)
Voted Best Personality
53(2)
PLANNING: THE EIGHTEEN FALLACIES
55(30)
Fallacy: You Can Know What's Ahead
57(3)
Fallacy: You Can Know What You Want
60(1)
Fallacy: Strategy Is King
61(2)
Fallacy: Build a Better Mousetrap
63(1)
Fallacy: There'll Be a Perfect Time (The Bbedrock Fallcy)
64(1)
Fallacy: Patience Is a Virtue (The Shark Rule)
65(1)
Fallacy: Think Smart (The Crab Concept)
66(1)
The Fallacy of Science and Data
67(3)
The Fallacy of Focus Groups
70(1)
The Fallacy of Memory
71(1)
The Fallacy of Experience
72(1)
The Fallacy of Confidence
73(2)
Fallacy: Perfection Is Perfection
75(2)
Fallacy: Failure Is Failure
77(1)
The Fallacy Of Expertise
78(1)
The Fallacy of Authority
79(1)
The Fallacy of Common Sense
80(2)
The Fallacy of Fate
82(3)
ANCHORS, WARTS, AND AMERICAN EXPRESS:
HOW PROSPECTS THINK
85(16)
Yeah, but I Like It
87(2)
How Prospects Decide: Choosing the Familiar
89(1)
How Prospects decide: Using the Most Recent Data
90(2)
How Prospects Decide: Choosing "Good Enough"
92(2)
The Anchoring Principle
94(1)
Last Impressions Last
95(2)
Risky Business
97(1)
You Have Nothing to Fear but Your Client's Fear Itself
98(1)
Show Your Warts
99(1)
Business Is in the Details
100(1)
THE MORE YOU SAY, THE LESS PEOPLE HEAR: POSITIONING AND FOCUS
101(28)
Fanatical Focus
103(1)
The Fear of Positioning
104(1)
Lesser Logic
105(3)
Halo Effects
108(1)
No Two Services Are the Same
109(2)
Position Is a Passive Noun, Not an Active Verb
111(2)
Creating Your Positioning Statement
113(1)
Creating Your Position Statement
114(2)
How to Narrow the Gap Between Your Position and Your Positioning Statement
116(1)
If That Isn't our Positioning Statement, What Is It?
117(1)
Repositioning Your Competitors
118(2)
Positioning a Small Service
120(1)
Focus: What Sears May have Learned
121(2)
Focus and the Clinton Campaign
123(1)
When the Banker's Eyes Blurred: Citicorp's Slip
124(2)
What Else Positions and Focus Can Do for You
126(3)
UGLY CATS, BOAT SHOES, AND OVERPRICED JEWELRY: PRICING
129(12)
Ugly Cats, Boat Shoes, and Overpriced Jewelry: The Sheer Illogic of Pricing
131(1)
Pricing: The Resistance Principle
132(1)
Avoiding the Deadly Middle
133(1)
The Low-Cost Trap
134(3)
Pricing: A Lesson from Picasso
137(1)
The Carpenter Corollary to the Picasso Principle
138(1)
Value Is Not a Position
139(2)
MONOGRAM YOUR SHIRTS, NOT YOUR COMPANY: NAMING AND BRANDING
141(26)
Monogram Your Shirts, Not Your Company
143(1)
Don't Make Me Laugh
144(1)
To Stand Out, Stand Out
144(1)
Tell Me Something I Don't Know
145(1)
Distinctive Position, Distinctive Name
146(1)
What's in a Name?
147(1)
Names: The Information-per-Inch Test
147(2)
The Cleverness of Federal Express
149(1)
The Brand Rush
150(2)
Aren't Brands Dying?
152(1)
The Warranty of a Brand
153(1)
The Heart of a Brand
154(1)
What Brands Do for Sales
155(2)
Stand by Your Brand
157(1)
The Four-Hundred-Grand Brand
158(2)
Brands in a Microwave World
160(1)
Brands and the Power of the Unusual
161(2)
Brands and the Baby-sitter
163(4)
HOW TO SAVE $500,000: COMMUNICATING AND SELLING
167(48)
Communicating: A Preface
169(1)
Fran Lebowitz and Your Greatest Competitor
170(1)
The Cocktail party phenomenon
171(1)
The Grocery List Problem
172(1)
Give Me One Good Reason
173(1)
Your Favorite Songs
174(1)
One Story Beats a Dozen Adjectives
175(1)
Attack the Stereotype
176(1)
Don't Say It, Prove It
177(1)
Build Your Case
178(1)
Tricks Are for Kids
179(1)
The Joke's on You
179(1)
Being Great vs. Being Good
180(2)
Superiority
182(2)
The Clout of Reverse Hype
184(1)
The First Banks Lesson: People Hear What They See
185(1)
Make the Invisible Visible
186(2)
The Orange Test
188(1)
Our Eyes Have It: The Lessons of Chicago's Restaurants
189(2)
How to Save Half a Million
191(1)
The Hearsay Rule
192(1)
Metaphorically Speaking: The Black Hole Phenomenon
193(1)
The Generative Power of Words: The Gettysburg Address
194(2)
A Robe Is Nota Robe
196(1)
Balderdash
197(1)
Improve the Silence
198(1)
What's Your Point?
198(1)
The Vividness Effect
199(2)
Vivid Words
201(1)
The Value of Publicity
202(1)
Advertiising Is Publicity
202(1)
Advertising Begets Publicity
203(2)
The Essence of Publicity
205(1)
Inspiration from William F. Buckley
206(1)
Focus on Buying, Not Selling
207(1)
The Most Compelling Selling Message
208(1)
What Blank Eyes Mean
209(1)
Presenting's First Rule: Imitate Dick
209(2)
Mission Statements
211(1)
What a Mission Statement Must Be-and Must Have
212(1)
When to Can a Mission Statement
212(1)
What Really Sells
213(2)
HOLDING ON TO WHAT YOU'VE GOT: NURTURING AND KEEPING GLIENTS
215(16)
Relationship Accounting
217(2)
The Day After--Why Getting the Business Can Be the First Step in Losing It
219(3)
Expectations, Satisfaction, and the Perils of Hype
221(1)
Your Patrons Are Saints
222(1)
Thanks
223
Where Have You Gone, Emily Post?
223(2)
Poised for a Fall
225(1)
Satisfaction and Services
226(5)
QUICK FIXES
231(10)
Manage the Tiny Things
233(1)
One Ring
233(1)
Speed
234(1)
Say P.M., Deliver A.M.
235(1)
Note to Myself
235(1)
Shoot the Message, Not the Messenger: The Fastest Way to Improve Your Sales Force
236(2)
Personal Investment
238(1)
The Collision Principle
239(2)
SUMMING UP
241(10)
Recommended Reading for Service Marketers
246(5)
Acknowledgements 251

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