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Selling the Invisible: A Field Guide to Modern Marketing
by Harry Beckwith
from Business Plus
Customer Reviews:
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Avg. Customer Rating: 4.5 / 5.0 
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A Great Book. 
Great advice on how to sell a service.
I have a Moleskine full of notes from this book.
I have a photography business and I'm implementing the tactics from this awesome book now!
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Very Well Done - Get This and Potter's "Winning" Book 
Now, this is the book to get from Beckwith - don't waste your time with "What Clients Love" (60% of that book is in here and the rest of it is largely a promo for why you need hire a professional branding firm).
This book has lots of good gems that you should be able to put to use right away, including:
- the three stages of a service company and the relationship to positioning and sales
- tips on customer/client surveys
- why, when selling a service, you're actually selling a... more info
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learning that YOU are your best resource!
This is not about tricking people... It's about the idea that your very best resource is YOU, and how to sell THAT. It's intangible, so it feels like you can be "selling the invisible."
Excellent book in helping you to find your confidence in business or other.
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Simple Yet Profound
This book is a winner! Harry Beckwith does a masterful job of illustrating his points with simple, real-life stories. I took lots of notes and recorded a number of useful anecdotes to help me improve my communication and results with prospects and clients. The insights provided on surveying clients, the concept of "lesser logic", and the "Halo Effect" will enable me to evaluate my current strategies and make needed changes. I am also recommending this book to all my coaching clients as we look for new and... more info
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