Selling The Invisible: A Field Guide to Modern Marketing
Harry Beckwith is the founder of Beckwith Advertising and Marketing. He has worked with four of America’s best 100 service companies, nine Fortune 500 companies, and many smaller business and venture-capitalized start-ups.
Beckwith divides the book into eleven main topics and ends it with a “summing up”. The book mainly talks about what the marketers need to know to sell their services. This book begins with the main problem of service marketing. It then suggests how to learn what you must improve, with examples of techniques that work. Later it talks about the 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.
Chapters are made in short format, they are intended to convey one point and free of jargon. The author summarizes the point in one sentence in boldface italics. Hints and tips cover the conventional four P’s of marketing, which are product, place, price and promotion, in an irreverent and iconoclastic manner, nothing is sacrosanct.
The first part of the book is about how to get started. Here Beckwith emphasizes that the core of service marketing is the service itself. A company needs to make sure that they offer the best service quality before they spend more money on promoting the company.
Beckwith says that a company needs to let their customers set the quality standard. Moreover, to stay in the competitive market, it is not enough for a company to just think how to do better in the future. They also have to think different. The services that they offer have to be different from their competitors. Beckwith says: “Create the possible service; don’t just create what the market needs or wants. Create what it would love.” A company needs to differentiate itself clearly from the other companies. Thus, since more company try to offer a service that meet the customer needs, we need to offer a service that can catch customer’s attention and a service that a customer would love.
Part Two is about survey and research. For a company to be able to improve its services is by asking everyone about it, by doing a survey. However, to have a significant result from a survey, have a third party to do it for your company. There are some advantages for conducting a survey: it gives a company an opportunity to sell or to make an offer, it keeps contact with the clients, it can tell what business that you are in, and what people are buying. Try to avoid written survey. Beckwith says that people are more convenient to talk than to write, so it is better to have a survey by phone or a personal interview. This way, a company can reveal more information from the clients.
In the next part, Beckwith is trying to say that marketing is not just a department everybody in...