Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith offers great insights into developing customer relationships. The author shares numerous real world examples and extracts the business and marketing principles for your benefit. This closely correlates with the goal of this site and I found numerous points that I can work on in my business activities.
Selling the Invisible is full of sound marketing and business advice that applies to your company. Even if you don’t consider yourself a service company, this book has insight you can put into practice.
I checked out the audio CDs from my local library and listened to them during my daily commute. I was so intrigued by Beckwith’s points, that I often wished I had a hard copy of the book for reference.
This book is worth the investment of time to read. Take note of the principles he shares and see how you can improve your business.
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