Selling the Invisible - a podcast by You Exec

Service companies often struggle with marketing efforts because their
“product” is not a physical thing. Services are abstract and their
effectiveness and value are hard to measure from a customer point of view.
Harry Beckwith explains that marketing and selling a service requires a
completely different approach than marketing and selling a physical
product. Though Selling the Invisible contains “how-to” sections, such as
“Quick Fixes”, it is more of a “how-to-think-about book.” Using
entertaining and revealing stories from major corporations and artists to
provide examples and drive home key points, Beckwith delivers effective
tips and reminders that help service companies begin to think differently
and grow their business.

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