In the first major book on service marketing, Harry Beckwith, a pioneer in this area, provides quick, practical strategies to improve the bottom li...
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reviews
Mar 08, 2008
Janet
rated it: 
Sound bytes on how to sell services, which is drastically different than selling a product.
Key points, borrowed from others reviews:
1) Simplify access to your work! [Learn how to create executive summaries, tables of contents, hyper-links, etc.--don't assume that everyone knows your value and is willing to spend time digging into your work.]
2) Quality, speed, and price are *not* in competition, they must be offered simulaneously and at full value.
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Key points, borrowed from others reviews:
1) Simplify access to your work! [Learn how to create executive summaries, tables of contents, hyper-links, etc.--don't assume that everyone knows your value and is willing to spend time digging into your work.]
2) Quality, speed, and price are *not* in competition, they must be offered simulaneously and at full value.
More...
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Mar 22, 2009
Heidi
rated it:
What I enjoyed most about this book was the idea that services should be viewed as something to sell, just like a product. I found I wanted to hand it to several local businesses and even some larger corporations, because if more people behaved like this, we'd all enjoy our business interactions so much more.
My only complaint is that in business terms, it's been awhile since it's been written. I'd love to see it revised and include a chapter on the internet. Though, to be fair, I More...
My only complaint is that in business terms, it's been awhile since it's been written. I'd love to see it revised and include a chapter on the internet. Though, to be fair, I More...
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(1 person liked it)
Sep 07, 2007
This is probably the easiest book I've ever read. The chapters are divided into sections that are incredibly small, which makes it a breeze to get through. But I think that's also its biggest weakness: you feel like you're being hit with so much that there's no way you could take it all in. And so no matter what you do take from this book, you feel as though it's not enough. Nevertheless, there was a lot of useful info in here. It's a good example of how marketing, due to human behavior, is
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(1 person liked it)
Jan 26, 2011
Karen
rated it:
This little book is jam packed with stories, statistics, and other valuable information that will help you to sell your services (vs. a product). While some of the points he raises I was aware of, may other points were new to me and a bit counterintuitive. For example, you don't need to convince the customer that your services are superior. Instead, "you can accomplish just as much by convincing a prospect that your service is 'positively good.'" (p.182)
I enjoyed reading th More...
I enjoyed reading th More...
Oct 31, 2011
Gail
rated it: 
OK, if I were to, you know, ever meet Harry Beckwith, I think I'd check to see how tall he was...if he had pointy little ears and talked funny because after reading his "Selling the Invisible", I am CONVINCED the man is Yoda!
Of all the creative/business books I've read so far this year, I think this one is up there at No. 1 (alongside "Creating Customer Evangelists") for the sheer amount of wisdom Beckwith provides his readers as it relates to being in the service i More...
Of all the creative/business books I've read so far this year, I think this one is up there at No. 1 (alongside "Creating Customer Evangelists") for the sheer amount of wisdom Beckwith provides his readers as it relates to being in the service i More...
May 18, 2011
Melissa Jill
rated it:
BEST BUSINESS BOOK I'VE READ YET.
All you wedding industry business owners - put this on your must-read list. It's packed full of good stuff. Not to mention it's written with us in mind.
Take the title: "Selling the Invisible." Those of us who are selling a service are doing just that - selling something that, at the time it is purchased, is invisible. I love how Beckwith starts the book: "So as a service marketer...you face prospects almost shaking with worry, More...
All you wedding industry business owners - put this on your must-read list. It's packed full of good stuff. Not to mention it's written with us in mind.
Take the title: "Selling the Invisible." Those of us who are selling a service are doing just that - selling something that, at the time it is purchased, is invisible. I love how Beckwith starts the book: "So as a service marketer...you face prospects almost shaking with worry, More...
Feb 03, 2009
Jon
rated it:
This is probably the best marketing book that anyone could ever read, that provides anything in a Service industry. The name describes it best, as a Service is invisible to customers, that otherwise need to just hear from someone else or be convinced that what you claim you will do, you will do and DO WELL!!
Jun 22, 2010
Jen
rated it:
Highly readable book about marketing services. Gets right to the point, uses examples to illustrate the concepts. Great information for someone who isn't familiar with marketing, and very, very good for anyone who wants a refresher or is thinking about how to market a service (rather than a physical product).
Feb 02, 2012
Andy
rated it:
Work in marketing? Read this book. Work in customer service? Read this book. Work in sales? Read this book. Starting your own business? Read this book! (Borrowed a copy from our CEO, read it cover to cover, then bought a copy for myself.)
Sep 17, 2010
Andrew
rated it:
This book brings light to the Services industry and to those that work in creative environments. I found it extremely useful in my line of work (Cause Marketing) and have put to work a few of his methods that are very easy to understand and implement. The book reads like a "manual" so there's no need to read it all in one go and I've put it in my office shelf for future reference. I would have liked more "real life examples" which would have helped me comprehend the exact poi
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Jan 12, 2011
Lida
rated it:
Love this book as it relates to business, this timeless advice is perfect for anyone in a 'service' business field. This takes everything that you thought clients didn't care about and put it into perspective.
Feb 16, 2009
John
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Anyone involved in a service business needs to read this book. The book is full of simple things that you should do to market your product and yourself.
Jan 26, 2012
Sally
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There are no earth-shattering ideas in this book, but it's a quick read and an excellent reference guide specifically geared towards services marketing.
Jan 27, 2012
Michael
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The dust jacket calls this "the best thing ever written on the subject," and "the best book on business ever written." I agree. Don't miss it!
Jul 18, 2011
Scott
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Anyone who sells anything for a living or simply needs inspiration to convey a deep conviction to others needs this book. Excellent!
Jul 30, 2009
Jeff
rated it:
Easy read and lots of great ideas. The edition I read was about 10 years old so a few things are dated, but overall this is a great book.
Mar 29, 2010
Another one I read years ago when R was thinking of starting his own business. Again, will be more relevant to me now...
Mar 15, 2010
Kristine
rated it:
So glad I read this. It is about marketing service oriented businesses. I listened to it first then I checked out the book.
Jan 23, 2011
Kerry
rated it: 
I nice collection of things you probably already know. Pretty common sense, but a quick read, so a nice reminder. Not sure I would say a must read...
Sep 13, 2010
GiGi
rated it:
Everything in here was rather obvious. But probably a good read if you're new to marketing.
Nov 13, 2009
Chris
rated it:
Concise, easy to follow, and perfect. The perfect volume for marketing a service business.
May 08, 2009
Todd
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This book was included in my book: The 100 Best Business Books of All Time. www.100bestbiz.com
Feb 20, 2007
Greg
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OK, I'm a bore...I usually read books related to work, rarely for pure escapism. I started working as the Deputy Public Affairs Officer for the headquarters of the US Army Corps of Engineers, and quickly realized the need to focus on selling intangibles...service, expertise, accountability, trust, etc. This book is a great tool to spark creative thought. It's broken into scores of 1-3 page vignettes that you can read cover to cover, or thumb through to find something relevant to a current work-r
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Jun 20, 2009
Maria
rated it:
a great, fast read. Tons of thoughtful insights on marketing that can be applied to any industry. More than a marketing book, it is just a good business book. This is the second time I've read it and it's great to pick up cues that I missed on the first go round.
Aug 31, 2009
Michael
rated it: 
Some very interesting marketing ideas. The author's style is a bit skimmy and sketchy. I would have liked a bit more depth. But, the book's 10 years old, after all.
Jan 31, 2012
Anne
rated it:
For anyone interested in success in their business or the business they work for, this book is essential reading. Once you get over the repetition and the occasional stating of the obvious, there are some useful tips here that require that bit more than an individuals common sense.
I especially liked the borrowed quote in Acknowledgments; "Writing a book is like having a baby. Both bring something new into the world, and both are a pain in the ass."
I especially liked the borrowed quote in Acknowledgments; "Writing a book is like having a baby. Both bring something new into the world, and both are a pain in the ass."
