This book has 2 recommendations
Drew McLellan (Founder / McLellan Marketing Group & Agency Management Institute)
Question: What five books would you recommend to young people interested in your career path & why?
- Radical Leap by Steve Farber
- Becoming a Category of One by Joe Calloway
- Selling the Invisible by Harry Beckwith
- Killing Marketing by Joe Pulizzi and Robert Rose
- Waiting for your Cat to Bark by Bryan and Jeffrey Eisenberg
- The Power of Moments by Chip and Dan Heath
Brian Burkhart (Founder & Chief Word Guy / SquarePlanet Presentations & Strategy)
I love this book. Everyone is a salesperson in some regard. You may not have a product to sell, but you certainly have yourself, your ideas, and your value to sell. Convincing people you, your principles, and your thoughts matter is a never-ending project. In Beckwith’s book—which is about selling services versus widgets—this theory definitely holds up. He also offers up a few profound thoughts on how people are wired.
SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as:
- Greatness May Get You Nowhere
- Focus Groups Don'ts
- The More You Say, the Less People Hear &
- Seeing the Forest Around the Falling Trees