Selling the Invisible

Book:  Selling the Invisible (1997)
Author:  Harry Beckwith

10 Key Concepts:

1. The core of service marketing is the service itself.
2. Ignore your industry's benchmarks, and copy Disney's
3. Remember the butterfly effect.small changes make huge effects
4. Big mistakes are big opportunities
5. Write an ad for your service. If after a week your best ad is weak, stop working on the ad and start working on your service
6. Don't just think better. Think differently
7. Always start at zero
8. Answer customer needs the desired product
9. Create the possible service; don't just create what the market needs or wants.  Create what it would love
10.  Have a third party do your surveys.survey, survey, survey
11.  Always do oral surveys
12. Never ask what you don't like
13. You're selling individuals.  Talk to individuals
14. Marketing is not a department.  It is your business
15. It's hard to see the real scope of your business.  Ask for help
16. What are you good at?
17. Find out what clients are really buying
18. If your are selling a service, you are selling a relationship
19. Before you try to satisfy the client, understand and satisfy the person
20. Go where others aren't
21. Make technology a key part of every marketing plan
22. Study each point of contact. Then improve each one significantly
23. In large part, service marketing is a popularity contest
24. Service businesses are about relationships, relationships are about feelings
25.  Be professional but more importantly be personable
26. Plan for several possibilities
27. Accept the limitations of planning, don't value planning for its result: the plan, and don't plan your future, plan your people
28. Execute passionately.  Marginal tactics executed passionately almost always will outperform brilliant tactics executed marginally.
29. Do it now.  The business obituary pages are filled with planners who waited.
30. Act like a sharkkeep moving
31. Create genuine distinction, lead on price, seize an untapped niche and migrate, and some others from which some common sense will certainly help you choose.  How do you execute the strategy?
32. How do you succeed?  You gotta believe!
33. Familiarity breeds business.  Spread your word however you can.
34. Do everything possible to be the last company to present.  It's the home field advantage in many service industries.
35. Take advantage of the recency effect.  Follow-up brilliantly
36. People do not look to make the superior choice.  They want to avoid making a bad choice.  Eliminate the prospects fears one by one.
37. Forget looking like the superior choice.  Make yourself an excellent choice.  Then eliminate anything that might make you a bad choice.
38. Identify and polish your anchors first impressions, last impressions
39. Stand for on distinctive thing that will give you a competitive advantage.
40. To broaden your appeal, narrow your position
41. In your service, what's the hardest task? Position yourself as the expert at this task, and you will have lesser logic in your corner
42. Say one positive thing, and you will become associated with many
43. If you cannot see the differences in your service, look harder
44. Don't start by positioning your service.  Instead, leverage the position you have.
45. Who are you?  What business are you in? What people do you serve? What are the special needs of the people you serve? With whom are you competing? What makes you different from those competitors? What's the benefit? What unique benefit does a client derive from your service?
46. Your position is all in people's minds.  Find out what that position is.
47. Choose a position that will reposition your competitors; then move a step back toward the middle to cinch the sale. creative approaches
48. In positioning, don't try to hide your small size.  Make it work by stressing its advantages, such as responsiveness and individual attention.
49. Don't charge by the hour.  Charge by the years. Picasso story
50. Charge for knowing where hammer story
51. Make the service visible and make the prospect comfortable.
52. Say one thing.  After you say one thing, repeat it again and again.
53. Most nonfiction writers begin their articles with an illustrative story  It is a device so pervasive there is a name for synecdoche.
54. Use storiesgood basic communicating is good basic marketing
55. Create the evidence of your service quality.  Then communicate it
56. They buy how good you are at who your are
57. Far better to say to little than too much
58. Make sure people see who you are..
59. Watch and perfect the visual clues you send
60. Repeat yourself visually too.  It makes you look more organized and professional and easier to remember.
61. If you are selling something complex, simplify it with a metaphor
62. Sometimes it is all in how you say it
63. If you want publicity, advertise.if you want more publicity, advertise more.
64. Look harder the interest and the story are there
65. Make your service easy to buy
66. Don't sell your servicesell your prospect
67. Talk about him not about you
68. Watch your relationship balance sheet, assume it is worse than it appears, and fix it
69. A customer's satisfaction is the gap between what the customer expects and what she gets.
70. Keep Thankingstay present
71. To fix your messenger, fix your message
72. Risk yourself.People of high well-being shared just a few traits and this is one:  they all had taken an enormous risk



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