Selling The Invisible
January 20, 2008 · Written by Heather Juma
If your business is in the services sector, what are you actually selling. You don’t have a “tangible” product, so exactly what do you sell? And even if you do have a tangible product you need to add value, and usually the added value takes the form of services. So if you’re marketing any product or service at all, you’re selling the invisible. Harry Beckwith wrote a smart little book on this marketing concept aptly titled “Selling The Invisible: A Field Guide to Modern Marketing”. Beckwith’s book is a timeless classic. He provides practical marketing strategies that many of us have forgotten. This is not a “how to ” guide it’s a collection of stories and anecdotes that can be applied to any situation that involves communication. And what is marketing…if not communication?
“Selling the Invisible” is a must read in the changing face of the American economy, as we move towards a more service oriented economy. Marketers need to focus more on relationships and less on features and benefits. Seven out of every ten women owned businesses operate in the services or retail industry, therefore savvy women entrepreneurs should learn to implement Beckwith’s strategies to remain competitive, profitable and grow their businesses.
Because women business owners emphasize relationship building as a management style, “relationship” marketing will undoubtedly make sense to them, women intuitively seem to know that the better you understand people, the more successful you will be. This is the focus of “Selling the Invisible”, a must read for any women entrepreneur.
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Throughout my career I have been in the service sector and I can’t agree more with marketers needing to focus on relationships and less on features and benefits. I am going to buy the book you suggested by Harry Beckwith and look forward to reading it. Thanks for the great advice!