Welcome to my new blog series about the lessons I have learned from a powerful book titled “Selling the Invisible,” by Harry Beckwith. Each post will be a bite-sized morsel of delicious selling
genius covering one idea at a time. I hope you’re hungry.
This initial entry will give you the context for the book, and we’ll dive into ideas next week.
The days of door-to-door vacuum and encyclopedia sales men are long gone. More than ever before, Americans are marketing services and not physical products. But this new era of selling has a very different set of challenges. Our clients can’t see our services, they can’t touch our products and they won’t smell that “new annuity” scent.
In the words of Harry, “You buy a service touch, taste, feel, smell and sight unseen.”
Today our clients buy services with no guarantees. We tell them, “we’ll review the situation and return with our recommendations.”
Our clients don’t know what to expect; they don’t know whether they can afford or whether they even want our service. The result is often uncertainty and fear.
The question remains, how can we effectively market our products in this service-driven era?
“The new marketing
is more than a way of doing; it is a way of thinking. It begins with an understanding of the distinctive characteristics of services — their invisibility and intangibility — and of the unique nature of service prospects and users — their fear, their limited time, their sometimes illogical ways of making decisions, and their most important drives and needs.”
I have immensely enjoyed reading this book and from learning from one of our generation’s great marketing minds. I hope you enjoy reading the “cliff notes” version of my lessons learned from “Selling the Invisible.”