Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith
This is a brilliant book for anyone selling anything. Eminently readable, this book is essentially posits that what customers want more than anything these days is not just a product or a service, but a relationship. Far too many small businesses still think they're in the business of selling widget or a widget repair service. Nothing could be further from the truth. What you're selling is a better reality. And there may be no better text about selling people a better reality than this. |