Selling the Invisible : A Field Guide to Modern Marketing

by BECKWITH

• ISBN13: 9781587990663
• ISBN10: 1587990660
• Edition: 2nd
• Format: Paperback
• Copyright: 2001-03-01
• Publisher: Texere

Summary

(NOT FOR SALE IN US AND CANADA) The essential guide to marketing services, that has become a business classic. Many companies who claim to be selling products are really selling services. What used to be a product-driven economy is now replete with services. But unlike products, you can?t touch services, hear or see them. Services are mainly just promises that somebody will do something. They are invisible. So how do you sell, develop and make them grow? This international bestseller, now in paperback, answers that question with insights on how the markets for services work and how customers think and behave towards your offering. When it comes to marketing and selling, the difference between products and services can be enormous. A treasury of bite-sized, practical and intelligent strategies, based upon the author?s extensive experience, Selling the Invisible will open your eyes to new ideas that will enhance the value and profitability of any company in today?s service market. The book begins with the core problem of services marketing: service quality. It then suggests how to learn what you must improve, with examples of what works. It then moves on to services marketing fundamentals: defining what business you really are in and what people really are buying; positioning your service; understanding customers and buying behaviour; and communicating your service.

Table of Contents

Preface

Introduction

Getting Started

The greatest misconception about service marketing

A world on hold

The Lake Wobegon effect: overestimating yourself

Those cartoons aren't funny

Let your clients set your standards

Bad news: you are competing with Walt Disney

The butterfly effect

A butterfly named Roger To err is an opportunity

The ad-writing acid test

The crash of Delta Flight 1985-95

Getting better vs. getting different

The first rule of marketing planning

The possible service

Surveying and Research: Even your best friends won't tell you

Even your best friends won't tell you But they will talk behind your back Why survey?

The letterman principle

Frankly speaking: survey by phone

The one question you should never ask

Focus groups don't

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