Selling the Invisible: A Field Guide to Modern Marketing

SELLING THE INVISIBLE is the first book to address the millions of people who work in America's service economy: proprietors, top executives, and sales and marketing professionals who sell the invisible i.e. services rather than products. SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as:Greatness May Get You Nowhere; Focus Groups Don'ts; The More You Say, the Less People Hear; Seeing the Forest Around the Falling Trees