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"Selling The Invisible"

This post was written by Julie A. Fleming: "Selling The Invisible by Harry Beckwith

"You can't see them-so how do you sell them? That's the problem with services...

This book begins with the core problem of service marketing:  service quality.  It then suggests how to learn what you must improve, with examples of techniques that work.  It then moves to service marketing fundamentals:  defining what business you really are in and what people really are buying, positioning your service, understanding prospects and buying behavior, and communicating."

Selling The Invisible offers targeted suggestions for marketing your services, using anecdotes to teach. Divided into eleven sections with multiple one- to three-page chapters in each section, Beckwith's book gives bite-sized lessons on what clients and prospects (that is, potential clients) want, expect, and find persuasive.  A few notable tidbits..."

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Source: Life at the Bar, 13 October 2010. © Life at the Bar LLC Blog, reproduced with permission of the author.

Full post as published by Stark County Law Library Blawg on October 25, 2010 (boomark / email).