Selling the Invisible

Biz Books to Go - A Field Guide to Modern Marketing

Author: Harry Beckwith

Publisher: Business Plus

ISBN: 0759521522

Category: Business & Economics

Page: 272

View: 6782

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.
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Selling the Invisible

A Field Guide to Modern Marketing

Author: Harry Beckwith

Publisher: Grand Central Publishing

ISBN: 0446930032

Category: Business & Economics

Page: 272

View: 6796

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.
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Selling the Invisible

A Field Guide to Modern Marketing

Author: Harry Beckwith

Publisher: Hachette UK

ISBN: 0446930032

Category: Business & Economics

Page: 272

View: 8830

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.
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You, Inc.

The Art of Selling Yourself

Author: Harry Beckwith,Christine Clifford Beckwith

Publisher: Grand Central Publishing

ISBN: 0759572860

Category: Business & Economics

Page: 336

View: 333

Harry Beckwith, the bestselling author of the classic "Selling the Invisible," reveals how the secret to selling is to sell oneself first.
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What Clients Love

A Field Guide to Growing Your Business

Author: Harry Beckwith

Publisher: Business Plus

ISBN: 0759527342

Category: Business & Economics

Page: 304

View: 8603

Harry Beckwith is the author of Selling the Invisible and The Invisible Touch, both marketing classics. Now he applies his unparalleled clarity, insight, humor, and expertise to a new age of mass communication and mass confusion. What Clients Love will help you stand out from the crowd-and sell anything to anyone. From making a pitch to building a brand, from designing a logo to closing a sale, this is a field guide to take with you to the front lines of today's business battles. Filled with real tales of success and failure, it shows you how to: * Fly a Jefferson Airplane. Everyone knows there's a Jefferson Monument, but a Jefferson Airplane? A brilliant, attention-grabbing name often includes the unexpected and the absurd. * Strike with a Velvet Sledgehammer. It's not a hard sell. It's not exactly soft. Selling well means finding the fine line between modesty and bragging, and driving the message home. * Speak to the Frenchman on the Street. A French mathematician believed that no theory was complete until you could explain it to the first person you meet on the street. Marketers, ecoutez! * Dress Julia Roberts. Why one scene from Pretty Woman can enlighten you more than a full year of study at a top business school. What Clients Love will help you get focused, stay focused, and follow the essential rules to success-by doing the little things right and the big things even better.
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The Invisible Touch

The Four Keys to Modern Marketing

Author: Harry Beckwith

Publisher: Grand Central Publishing

ISBN: 9780759520943

Category: Business & Economics

Page: 256

View: 5388

This guide shows how markets work and how prospective clients think. It delivers business wisdom aimed at keeping clients by utilising the keys to modern marketing - price, brand, packaging and relationships.
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Unthinking

The Surprising Forces Behind What We Buy

Author: Harry Beckwith

Publisher: Business Plus

ISBN: 9780446574204

Category: Business & Economics

Page: 336

View: 2631

What do Howard Hughes and 50 Cent have in common, and what do they tell us about Americans and our desires? Why did Sean Connery stop wearing a toupee, and what does this tell us about American customers for any product? What one thing did the Beatles, Malcolm Gladwell and Nike all notice about Americans that helped them win us over? Which uniquely American traits may explain the plights of Krispy Kreme, Ford, and GM, and the risks faced by Starbuck's? Why, after every other plea failed, did "Click It or Ticket" get people to buy the idea of fastening their seat belts? To paraphrase Don Draper's character on the hit show Mad Men, "What do people want?" What is the new American psyche, and how do America's shrewdest marketers tap it? Drawing from dozens of disciplines, the internationally acclaimed marketing expert Harry Beckwith answers these questions with some surprising, even startling, truths and discoveries about what motivates us.
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Soft Selling In A Hard World

Plain Talk On The Art Of Persuasion

Author: Jerry Vass

Publisher: Running Press

ISBN: 9780762404018

Category: Business & Economics

Page: 240

View: 4789

Now in paperback, this innovative guide to the art of selling is a hands-on, how-to book about fulfilling your selling potential and enjoying it. Written in an easy-to-read, breezy style, this informative book can be opened to any page to find practical pointers and outstanding advice. The education provided in SOFT SELLING IN A HARD WORLD is all you need to become a successful salesperson in today's tough business environment.
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The Hook

How to Share Your Brand's Unique Story to Engage Customers, Boost Sales, and Achieve Heartfelt Success

Author: Richard Krevolin

Publisher: Red Wheel/Weiser

ISBN: 1632659867

Category: Business & Economics

Page: 224

View: 9835

Corporations can no longer just worship the bottom line. Consumers and customers want to be associated with brands that align with their values. For business success today, your company needs to tell a compelling story that creates engagement, word-of-mouth, and brand loyalty. The Hook gives you a proven methodology to create a compelling narrative, then shows you how to share your story with the world and get consumers and customers to listen to and remember your message. More specifically, The Hook will teach you how story-selling can be used as an incredibly powerful instrument to: Create an emotional connection between your organization and its target market, or between a product and consumers. Generate interest, enthusiasm, and support for a person, company, or product. Demonstrate the benefits and potential of any product, service, company, or individual. Create a culture of inclusion for any company or product. Enhance staff commitment to mission and objectives. Improve the power, tone, and texture of speeches, proposals, presentations, and printed materials.
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Service Is Not a Product

The Expert's Guide to Selling Service Agreements

Author: Joseph Siderowicz

Publisher: Aftermarket Publishing

ISBN: 9780615547800

Category:

Page: 252

View: 3952

Service is Not a Product: Experts Guide to Selling Service Agreements will describe to new and experienced sales, marketing, and management people the keys to success for selling service agreements on technology-based products and systems. Personnel indirectly involved in service sales such as technicians, engineers, administrative assistants and others who work with customers will also find the book beneficial. Readers will learn the unique skills and methodology required to be successful from the industry expert. More than one million sales professionals are actively involved selling service agreements on technology-based products. For many it's a major source of income. In almost all cases it's the major source of profits for their companies. Every product or system manufactured and installed eventually falters or fails. Current product designs that integrate electronics, software, and mechanical devices require repair, retrofits, upgrades, and on-going maintenance. The growing number of products and systems being integrated has created a new category of users with wide ranging service needs. Product applications continue to grow, but for the most part service offerings and service sales strategies remain the same. Most companies utilize the same resources to train both service sales and product sales personnel. The information presented is typically generic in nature, falling short of what's needed. People selling products are trained to sell features, functions and benefits. Service sales people need to be trained to sell value and master abstract selling concepts. There is little commonality between the two sales processes. Service is Not a Product is written specifically for individuals engaged in selling service.
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Let's Close a Deal

Turn Contacts into Paying Customers for Your Company, Product, Service or Cause

Author: Christine Clifford

Publisher: John Wiley & Sons

ISBN: 1118596757

Category: Business & Economics

Page: 208

View: 1036

Close deals with major corporations, organizations or individuals who can propel your business to the next level When you think about it, our entire lives revolve around selling. Whether we sell as part of our business, serve on a committee of a non-profit organization, or negotiate for a new job/car/house, we are pitching, hearing, and closing deals every day. Let's Close a Deal articulates the intuitive process that identifies how and why a deal will appeal, and then demonstrates in step-by-step detail how to present your deal in a compelling way. The sales process is not about coercion; it's about compassion. The closing part of a negotiation should honor everyone involved instead of taking advantage of them. We make our decisions based on the manner in which information is presented to us, and what we believe will be the best deal. Let's Close a Deal explains how to present information so persuasively that it increases the likelihood of getting a yes. Demonstratess how finding the human perspective is key to closing any deal Articulates the sale from conception, preparation, presentation to close Author Christine Clifford is a sought-after professional speaker and author of eight books including You, Inc. The Art of Selling Yourself, coauthored with Harry Beckwith. Author has direct experience closing major deals, having taken her company from a million dollar per year loss to over $54 million in sales and having signed the largest contract in the history of her industry with Procter & Gamble, doubling the size of her company overnight Increase your business's chance for success by improving your ability to secure profitable partnerships. Let's Close a Deal shows you how.
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The Referral Engine

Teaching Your Business to Market Itself

Author: John Jantsch

Publisher: Penguin

ISBN: 9781101429518

Category: Business & Economics

Page: 256

View: 2767

The small business guru behind Duct Tape Marketing shares his most valuable lesson: how to get your customers to do your best marketing for you. The power of glitzy advertising and elaborate marketing campaigns is on the wane; word- of-mouth referrals are what drive business today. People trust the recommendation of a friend, family member, colleague, or even stranger with similar tastes over anything thrust at them by a faceless company. Most business owners believe that whether customers refer them is entirely out of their hands. But science shows that people can't help recommending products and services to their friends-it's an instinct wired deep in the brain. And smart businesses can tap into that hardwired desire. Marketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers. Keep those customers happy, and they will refer your business to even more customers. Some of Jantsch's strategies include: -Talk with your customers, not at them. Thanks to social networking sites, companies of any size have the opportunity to engage with their customers on their home turf as never before-but the key is listening. -The sales team is the most important part of your marketing team. Salespeople are the company's main link to customers, who are the main source of referrals. Getting them on board with your referral strategy is critical. -Educate your customers. Referrals are only helpful if they're given to the right people. Educate your customers about whom they should be talking to. The secret to generating referrals lies in understanding the "Customer Referral Cycle"-the way customers refer others to your company who, in turn, generate even more referrals. Businesses can ensure a healthy referral cycle by moving customers and prospects along the path of Know, Like, Trust, Try, Buy, Repeat, and Refer. If everyone in an organization keeps this sequence in mind, Jantsch argues, your business will generate referrals like a well-oiled machine. This practical, smart, and original guide is essential reading for any company looking to grow without a fat marketing budget.
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A Practitioner's Guide to Account-Based Marketing

Accelerating Growth in Strategic Accounts

Author: Bev Burgess,Dave Munn

Publisher: Kogan Page Publishers

ISBN: 0749479906

Category: Business & Economics

Page: 288

View: 6755

Account-based marketing, also known as client-centric marketing, is in the process of transforming modern marketing practice. It involves taking a strategic approach to business to business marketing, whereby important individual accounts are treated as markets in their own right. After all, many of the world's leading companies have annual revenues the size of some countries' GDP, so for the businesses that provide services and solutions to these companies, such key accounts truly do represent a global market. A Practitioner's Guide to Account-Based Marketing explores the development of account-based marketing (ABM) as a business practice, and outlines a clear, step-by-step process for readers who wish to set up an ABM programme to accelerate growth. Rich with fascinating case studies and personal stories, A Practitioner's Guide to Account-Based Marketing offers readers privileged access to lessons learned by pioneering companies in the field, including BT, Fujitsu, IBM, Juniper Networks, Microsoft, SAP, and many more. The text is fully endorsed by the Information Technology Services Marketing Association (ITSMA), who run the only formally recognized qualification in the sector: the Account-Based Marketing Certification Programme. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers strengthen relationships, build reputation, and increase revenues in their most important accounts.
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Marketing for Pharmacists

Author: David A. Holdford

Publisher: Amer Pharmacists Assn

ISBN: 9781582121062

Category: Medical

Page: 333

View: 3189

Marketing for Pharmacists presents new marketing techniques and ideas that will make pharmacists, student pharmacists, and pharmacy managers more effective in meeting their patients needs and wants.
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How to Turn Your Million Dollar Idea Into a Reality (from the Man Who Sold MCG)

From Imagination to Implementation

Author: Pete Williams

Publisher: Peter Williams

ISBN: 0731405757

Category: Business & Economics

Page: 272

View: 3329

Do you have a million-dollar idea but aren't sure how to make it a reality? Young entrepreneur Pete Williams can show you where to start! Pete Williams has been referred to as Australia's Richard Branson. At just 21 years of age, Pete embarked on a highly publicised and successful entrepreneurial venture, to sell the Melbourne Cricket Ground, in pieces! In How to turn your million dollar idea into a reality, Pete passes on the techniques he used to sell the G, including: developing your idea to reach a hungry market achieving maximum sales for minimal expense using publicity and leverage structuring your business to suit your lifestyle pricing your products and services for maximum sales tapping into a worldwide market online using networking and team force to build your business. Readers will also gain access to a wealth of free material on Pete's website, including discounts on his marketing seminars and products.
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Negotiating with Backbone

Eight Sales Strategies to Defend Your Price and Value

Author: Reed K. Holden

Publisher: FT Press

ISBN: 0134270037

Category: Business & Economics

Page: 208

View: 7654

B2B sales professionals: resist mindless discounting, level the playing field against tough procurement organizations, and close the deal on your terms! Negotiating with Backbone, Second Edition definitive guide for every sales pro facing the “procurement buzzsaw” – and it’s just been updated with even more powerful strategies and techniques! Where traditional purchasing managers negotiated, procurement officials seek to dictate, through multiple tactics with a single intent: to gain unprecedented discounts and concessions. Premier pricing strategist and sales consultant Reed K. Holden gives you the powerful new strategies and tactics you need to protect your margins and get the right deal. Holden guides you through recognizing what purchasing negotiators are really up to, keep value at the forefront of negotiations, and avoiding the mindless discounting that wrecks profitability. Holden details eight strategies for all types of pricing negotiations, including approaches for negotiating with price buyers, relationship buyers, value buyers, and poker players, reverse auctions, and much more. In this Second Edition, he offers extensive new coverage of establishing your foundation of value, and developing crucial give-get options, including value-added services. This book will be an invaluable resource for every B2B sales professional, customer-facing professional, and every executive responsible for leading successful sales organizations.
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Be More Pirate

Or How to Take On the World and Win

Author: Sam Conniff Allende

Publisher: Penguin UK

ISBN: 0241981115

Category: Business & Economics

Page: 320

View: 5842

FT BUSINESS BOOK OF THE MONTH - MAY 'Ask forgiveness, not permission! A unique approach...reminds me of the fun we've had with our airlines' - Sir Richard Branson 'I'd rather be a pirate than join the navy' Steve Jobs 'Totally compelling' Ed Miliband, Reasons to be Cheerful podcast 'A model for how to break the system and create radical change' Joy Lo Dico, Evening Standard 'Be More Pirate feels so important as it looks to history to help us grip the future' Martha Lane Fox CBE, Founder of Lastminute.com 'This isn't a book, it's the beginning of a movement. Be More Pirate should come with a health warning' Tom Goodwin, author of Digital Darwinism 'A refreshing, entertaining and inspiring perspective on work, leadership and why we do what we do' Bruce Daisley, VP, Twitter 'A controversial call to arms, this contrarianism is exactly what we need to course correct 'the corporation'' Arlo Brady, CEO of Freud Communications -------- Pirates didn't just break the rules, they rewrote them. They didn't just reject society, they reinvented it. Pirates didn't just challenge the status-quo, they changed everyfuckingthing. Pirates faced a self-interested establishment, a broken system, industrial scale disruption and an uncertain future. Sound familiar? Pirates stood for MISCHIEF, PURPOSE and POWER. And you can too. In Be More Pirate, Sam Conniff Allende unveils the innovative strategies of Golden Age pirates, drawing parallels between the tactics and teachings of legends like Henry Morgan and Blackbeard with modern rebels, like Elon Musk, Malala and Banksy. Featuring takeaway sections and a guide to build you own pirate code 2.0, Be More Pirate will show you how to leave your mark on the 21st century. Whatever your ambitions, ideas and challenges, Be More Pirate will revolutionize the way you live, think and work today, and tomorrow. So what are you waiting for? Order now and join the rebellion. -------- About the author: Sam Conniff Allende is the founder and former CEO of Livity, a multi-award-winning youth marketing agency. Sam has led the unlikeliest collaborations between brands and bright young people on the edges of society, resulting in real innovation. He has worked with Google, Unilever, PlayStation and Dyson, and regularly speaks and runs Be More Pirate workshops at these industry-leading companies. Sam believes in the power of professional rule-breaking and is on a mission to instigate modern mutinies in organisations around the world, where the teams takeover the running of the ship to ultimately become more accountable, motivated and rebellious.
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Creating Competitive Advantage

Give Customers a Reason to Choose You Over Your Competitors

Author: Jaynie L. Smith,William G. Flanagan

Publisher: Crown Business

ISBN: 0385518447

Category: Business & Economics

Page: 208

View: 3912

Why should I do business with you… and not your competitor? Whether you are a retailer, manufacturer, distributor, or service provider – if you cannot answer this question, you are surely losing customers, clients and market share. This eye-opening book reveals how identifying your competitive advantages and trumpeting them to the marketplace is the most surefire way to close deals, retain clients, and stay miles ahead of the competition. The five fatal flaws of most companies: ? They don’t have a competitive advantage but think they do ? They have a competitive advantage but don’t know what it is—so they lower prices instead ? They know what their competitive advantage is but neglect to tell clients about it ? They mistake “strengths” for competitive advantages ? They don’t concentrate on competitive advantages when making strategic and operational decisions The good news is that you can overcome these costly mistakes – by identifying your competitive advantages and creating new ones. Consultant, public speaker, and competitive advantage expert Jaynie Smith will show you how scores of small and large companies substantially increased their sales by focusing on their competitive advantages. When advising a CEO frustrated by his salespeople’s inability to close deals, Smith discovered that his company stayed on schedule 95 percent of the time – an achievement no one else in his industry could claim. By touting this and other competitive advantages to customers, closing rates increased by 30 percent—and so did company revenues. Jack Welch has said, “If you don’t have a competitive advantage, don’t compete.” This straight-to-the-point book is filled with insightful stories and specific steps on how to pinpoint your competitive advantages, develop new ones, and get the message out about them. “The biggest marketing flaw in most companies is their failure to fully reap the benefits of their competitive advantages. Either they think they have a competitive advantage but don’t. Or they have one and don’t realize it. Or they know they have a strong competitive advantage but fail to promote it adequately to their customers and prospects. “In my research with middle-market companies, I found only two CEOs out of 1,000 who could clearly name their companies’ competitive advantages. The other 99.8 percent could offer only vague, imprecise generalities. These same CEOs often rely on outside consultants to guide strategic-planning sessions. Yet, in my experience, very few consultants – even seasoned ones – give competitive advantage evaluation more than a superficial glance…. “Ignoring your competitive advantages can be an expensive and even fatal mistake. Because no matter the size of your company or the kind of business you are in, your competitive advantages should be the foundation of all your strategic and operational decisions. They’re the reasons customers choose to buy from you instead of the other guy.” – From Creating Competitive Advantage
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How to Become a Rainmaker

The Rules for Getting and Keeping Customers and Clients

Author: Jeffrey J. Fox

Publisher: Hachette Books

ISBN: 0786870281

Category: Business & Economics

Page: 192

View: 4424

Now Updated and with New Success Tips! Rainmakers are not born. They are made. And Jeffrey Fox's powerful HOW TO BECOME A RAINMAKER will get you there. Filled with smart tips given in the Fox signature style, counter-intuitive, controversial, and practiced, this hard-hitting collection of sales advice shows readers how to woo, pursue, and finally win any customer. In witty, succinct chapters, Fox offers surprising, daring, and totally practical wisdom that will help readers rise above the competition in any company in any field. A terrific resource for CEOs, as well as anyone looking to distinguish themselves in sales--be it books, cars, or real estate--How to Become a Rainmaker offers the opportunity to rise above the competition in any company, in any field.
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