Selling The Invisible Av Harry Beckwith

<B>SELLING THE INVISIBLE</B> 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. <B>SELLING THE INVISIBLE </B>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:<br><br><ul><li>Greatness May Get You Nowhere <li>Focus Groups Don''ts <li>The More You Say, the Less People Hear &<li>Seeing the Forest Around the Falling Trees.</li></ul>