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Extended Audio Sample Selling the Invisible: A Field Guide to Modern Marketing Audiobook, by Harry Beckwith Click for printable size audiobook cover
3.0006345177665 out of 53.0006345177665 out of 53.0006345177665 out of 53.0006345177665 out of 53.0006345177665 out of 5 3.00 (1,576 ratings) (rate this audio book) Author: Harry Beckwith Narrator: Jeffrey Jones Publisher: Hachette Book Group Format: Abridged Audiobook Delivery: Instant Download Audio Length: Release Date: April 2006 ISBN: 9781594837159
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Selling the Invisible is a succinct, 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. This book covers service marketing from start to finish. Written in a roll-up-your-sleeves, jargon-free, accessible style, this book is filled with wonderful insights, including:

–Greatness May Get You Nowhere

–Focus Groups Don’ts

–The More You Say, the Less People Hear

Geared toward marketing professionals and managers, this field guide explains how markets work and prospectors think. With practical, down-to-earth advice, it discusses a variety of topics in short sections. These topics include: “How to Narrow the Gap between Your Position and Your Positioning Statement,” “The Essence of Publicity,” and “How to Save Half a Million.” Download and start listening now!

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Quotes & Awards

  • “A very human, much-needed book to savor and be refreshed by.”

    Booklist

  • “I could not put this down; the freshest and most memorable business book I’ve read in years.”

    Barbara Winter, author of Making a Living Without a Job

Listener Opinions

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 SanDiego | 1/23/2017

    " If you're in the business of providing a service this is a good book to read first. It gives very helpful information on ways to think about your service as it relates to how your customers may think what your service is all about. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Michael | 2/20/2014

    " 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! "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Promod Sharma | 2/16/2014

    " An essential read if you're selling a service "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Daron Yondem | 2/8/2014

    " Provides a different perspective on how to look at the services business. Honestly, nothing new but may be helpful to newcomers. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Bay | 2/6/2014

    " The best guide to modern marketing. Short, simple examples allow you to digest this book as you have time to and makes a seemingly difficult skill very easy to understand and master. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Brittani Croft | 2/6/2014

    " Listened to as an audio book...one I listen to frequently on my drives from SC to MD...very good and there are ALWAYS new nuggets of wisdom to take from it! "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Lori Grant | 2/3/2014

    " A should-read book on sales for knowledge workers, managers, executives, and entrepreneurs. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Michael Spredemann | 1/14/2014

    " Great for anyone in sales "

  • 2 out of 52 out of 52 out of 52 out of 52 out of 5 Gi-Gi Downs | 1/10/2014

    " Everything in here was rather obvious. But probably a good read if you're new to marketing. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Kristine | 1/8/2014

    " So glad I read this. It is about marketing service oriented businesses. I listened to it first then I checked out the book. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Caroline | 12/31/2013

    " Yowser, what a great book! It has changed the way I think, and already landed me a sale. It's the first time I've really understood this "selling" thing. Definitely need to re-read this book once a year... it deserves a place in my Top 3. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Allison Tyler | 12/28/2013

    " So much wisdom and common sense, all in little bite-sized pieces. A great reference! "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Brian | 12/21/2013

    " especially helpful for professional services companies. we are selling promises and so trust is the most important factor in what we do for our clients. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Beth | 12/12/2013

    " Pretty basic conceptually but does have some good points to remember. Chapters are really short, which makes for a really easy read. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Jeff | 12/2/2013

    " 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. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Maria | 11/21/2013

    " 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. "

  • 1 out of 51 out of 51 out of 51 out of 51 out of 5 Adam Wiggins | 11/18/2013

    " Stopped on page 92 of 250. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Brad | 11/18/2013

    " Just. . . can't. . . finish. . . it. . . "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Scott | 10/7/2013

    " Anyone who sells anything for a living or simply needs inspiration to convey a deep conviction to others needs this book. Excellent! "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Camille | 4/26/2013

    " Excellent read for any businesspeople or entrepeneurs looking for new strategies for tackling this new service-based business environment. Beckwith gives countless helpful tips. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Lanre Dahunsi | 4/16/2013

    " There are no answers only informed opinions. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Bahaa | 2/5/2013

    " not bad, useful tips "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Becky | 1/1/2013

    " Pretty good book for marketing but I found it a little hard to finish as I kept getting bored with it. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Joel Warren | 12/20/2012

    " Short and sharp and a nice slap in the face. Harry Beckwith isn't afraid to tell you how it is. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Todd Johnson | 9/24/2012

    " Excellent review for anyone that has become complacent with their marketing skills and wants a simple but realistic wake up call. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 John | 8/11/2012

    " This book is very insightful for those who are thinking about branding and work in the service industry. Beckwith's collection of soundbites are more a litany of best practices and he fails to tie them together with one comprehensive idea or principle which would have made this a much stronger read. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Monica Hess | 4/28/2012

    " Great information...I'll keep this one and read it again. It's great for reference. Lots of little "chapters" with nuggets of wisdom for marketers. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Erica | 12/21/2011

    " A few worthwhile pearls. Easy read. "

  • 2 out of 52 out of 52 out of 52 out of 52 out of 5 Kerry | 8/11/2011

    " 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... "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Martin | 5/16/2011

    " Enjoyed this one. Little snippets of one two punches that are little nuggets of wisdom. Worth a read. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Dave | 4/10/2011

    " This is one of the best business books I've read as it approaches how to sell the a "service-related" business. I will probably re-read this book several times throughuot my life. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Jessica | 3/21/2011

    " i recommend this book to all of people who works in marketing area "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Martin | 2/10/2011

    " Enjoyed this one. Little snippets of one two punches that are little nuggets of wisdom. Worth a read. "

  • 2 out of 52 out of 52 out of 52 out of 52 out of 5 Kerry | 1/17/2011

    " 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... "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Lida | 1/12/2011

    " 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.
    "

  • 2 out of 52 out of 52 out of 52 out of 52 out of 5 GiGi | 9/13/2010

    " Everything in here was rather obvious. But probably a good read if you're new to marketing. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Erica | 5/27/2010

    " A few worthwhile pearls. Easy read. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Brian | 4/27/2010

    " especially helpful for professional services companies. we are selling promises and so trust is the most important factor in what we do for our clients. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Courtney | 3/3/2010

    " An easy read chucked full of great info! "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 chris | 11/13/2009

    " Concise, easy to follow, and perfect. The perfect volume for marketing a service business. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Nathan | 9/18/2009

    " This book has so many good ideas that I don't know where to start. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 Michael | 8/17/2009

    " 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. "

  • 5 out of 55 out of 55 out of 55 out of 55 out of 5 Jeff | 7/30/2009

    " 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. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 Maria | 5/29/2009

    " 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. "

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About the Author
Author Harry Beckwith

Harry Beckwith heads Beckwith Partners, a marketing firm that advises more than twenty Fortune 200 clients and dozens of venture-capitalized start-ups on branding and positioning. A Phi Beta Kappa graduate of Stanford, Beckwith is an internationally acclaimed speaker. His fourteen-year speaking career includes presentations to companies including General Motors, Target, and Microsoft. He is the bestselling author of five books, which, collectively, have been translated into twenty-three languages. He lives in Minneapolis.