Selling the invisible: a field guide to modern marketing
"You can't touch, hear, or see your company's most important products... So how do you sell, develop, make them grow? That's the problem with services. This "phenomenal" book, as one reviewer called it, answers that question with insights on how markets work and how pro...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
Warner Books
1997
|
| Schlagworte: | |
| Online-Zugang: | Publisher description Inhaltsverzeichnis |
| Zusammenfassung: | "You can't touch, hear, or see your company's most important products... So how do you sell, develop, make them grow? That's the problem with services. This "phenomenal" book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. A treasury of hundreds of quick, practical, and easy-to-read strategies-few are more than a page long-Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing, including: * Why focus groups, value-price positioning, discount pricing, and being the best usually fail * The critical emotion that most influences your prospects-and how to deal with it * The vital role of vividness, focus, "anchors," and stereotypes * The importance of Halo, Cocktail Party, and Lake Wobegon Effects * Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn * Dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention ...and much more. Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples-from Federal Express, Citicorp, and a growing Greek travel agency...to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons. The first guide of its kind and a book already causing a sensation in the business community, Selling the Invisible will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance reviewers call it the best book on business ever written." -- from publisher's description. |
| Beschreibung: | Includes bibliographical references (p. 246-250) |
| Beschreibung: | XX, 252 S. 20 cm |
| ISBN: | 0446520942 |
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| 520 | 8 | |a "You can't touch, hear, or see your company's most important products... So how do you sell, develop, make them grow? That's the problem with services. This "phenomenal" book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. A treasury of hundreds of quick, practical, and easy-to-read strategies-few are more than a page long-Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing, including: * Why focus groups, value-price positioning, discount pricing, and being the best usually fail * The critical emotion that most influences your prospects-and how to deal with it * The vital role of vividness, focus, "anchors," and stereotypes * The importance of Halo, Cocktail Party, and Lake Wobegon Effects * Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn * Dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention ...and much more. Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples-from Federal Express, Citicorp, and a growing Greek travel agency...to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons. The first guide of its kind and a book already causing a sensation in the business community, Selling the Invisible will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance reviewers call it the best book on business ever written." -- from publisher's description. | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Preface xiii
Introduction xv
Getting Started 1
The Greatest Misconception about Service Marketing 3
A World on Hold 4
The Lake Wobegon Effect: Overestimating Yourself 5
Those Cartoons Aren t Funny 6
Let Your Clients Set Your Standards 7
Bad News: You Are Competing with Walt Disney 8
The Butterfly Effect 9
A Butterfly Named Roger 10
To Err Is an Opportunity 12
The Ad-Writing Acid Test 13
The Crash of Delta Flight 1985-95 14
Getting Better vs. Getting Different 15
The First Rule of Marketing Planning 18
The Possible Service 19
Surveying and Research:
Even Your Best Friends Won t Tell You 21
Even Your Best Friends Won t Tell You 23
But They Will Talk behind Your Back 24
Why Survey? 25
The Letterman Principle 26
Frankly Speaking: Survey by Phone 28
The One Question You Should Never Ask 30
Focus Groups Don t 31
vii
viii Selling the Invisible
Marketing Is Not a Department 33
Marketing Is Not a Department 35
Marketing Myopia 36
Tunnel Vision 37
Start with You and Your Employees 38
What Color Is Your Company s Parachute? 38
What Are You Really Selling? 41
One Thing Most Experts Don t Know 42
Who Is Your Client? 42
With Whom Are You Really Competing? 43
Hit Em Where They Ain t 45
The Adapter s Edge 47
Study Your Points of Contact 50
Life Is Like High School 51
Voted Best Personality 53
Planning: The Eighteen Fallacies 55
Fallacy: You Can Know What s Ahead 57
Fallacy: You Can Know What You Want 60
Fallacy: Strategy Is King 61
Fallacy: Build a Better Mousetrap 63
Fallacy: There ll Be a Perfect Time
(The Bedrock Fallacy) 64
Fallacy: Patience Is a Virtue (The Shark Rule) 65
Fallacy: Think Smart (The Crab Concept) 66
The Fallacy of Science and Data 67
The Fallacy of Focus Groups 70
The Fallacy of Memory 71
The Fallacy of Experience 72
The Fallacy of Confidence 73
Fallacy: Perfection Is Perfection 75
Fallacy: Failure Is Failure 77
The Fallacy of Expertise 78
The Fallacy of Authority 79
The Fallacy of Common Sense 80
The Fallacy of Fate 82
Contents ix
Anchors, Warts, and American Express:
How Prospects Think 85
Yeah, but I Like It 87
How Prospects Decide: Choosing the Familiar 89
How Prospects decide: Using the Most Recent Data 90
How Prospects Decide: Choosing Good Enough 92
The Anchoring Principle 94
Last Impressions Last 95
Risky Business 97
You Have Nothing to Fear but Your Client s Fear
Itself 98
Show Your Warts 99
Business Is in the Details 100
The More You Say, the Less People Hear:
Positioning and Focus 101
Fanatical Focus 103
The Fear of Positioning 104
Lesser Logic 105
Halo Effects 108
No Two Services Are the Same 109
Position Is a Passive Noun, Not an Active Verb 111
Creating Your Positioning Statement 113
Creating Your Position Statement 114
How to Narrow the Gap between Your Position
and Your Positioning Statement 116
If That Isn t Our Positioning Statement,
What Is It? 117
Repositioning Your Competitors 118
Positioning a Small Service 120
Focus: What Sears May Have Learned 121
Focus and the Clinton Campaign 123
When the Banker s Eyes Blurred: Citicorp s Slip 124
What Else Positions and Focus Can Do for You 126
x Selling the Invisible
Ugly Cats, Boat Shoes, and Overpriced Jewelry:
Pricing 129
Ugly Cats, Boat Shoes, and Overpriced Jewelry:
The Sheer Illogic of Pricing 131
Pricing: The Resistance Principle 132
Avoiding the Deadly Middle 133
The Low-Cost Trap 134
Pricing: A Lesson from Picasso 137
The Carpenter Corollary to the Picasso Principle 138
Value Is Not a Position 139
Monogram Your Shirts, Not Your Company:
Naming and Branding 141
Monogram Your Shirts, Not Your Company 143
Don t Make Me Laugh 144
To Stand Out, Stand Out 144
Tell Me Something I Don t Know 145
Distinctive Position, Distinctive Name 146
What s in a Name? 147
| Names: The Information-per-Inch Test 147
I The Cleverness of Federal Express 149
The Brand Rush 150
Aren t Brands Dying? 152
The Warranty of a Brand 153
The Heart of a Brand 154
What Brands Do for Sales 155
Stand by Your Brand 157
The Four-Hundred-Grand Brand 158
Brands in a Microwave World 160
Brands and the Power of the Unusual 161
Brands and the Baby-sitter 163
How to Save ,000:
Communicating and Selling 167
Communicating: A Preface 169
Fran Lebowitz and Your Greatest Competitor 170
The Cocktail Party Phenomenon 171
Contents xi
The Grocery List Problem 172
Give Me One Good Reason 173
Your Favorite Songs 174
One Story Beats a Dozen Adjectives 175
Attack the Stereotype 176
Don t Say It, Prove It 177
Build Your Case 178
Tricks Are for Kids 179
The Joke s on You 179
Being Great vs. Being Good 180
Superiority 182
The Clout of Reverse Hype 184
The First Banks Lesson: People Hear What They See 185
Make the Invisible Visible 186
The Orange Test 188
Our Eyes Have It: The Lessons of Chicago s
Restaurants 189
How to Save Half a Million 191
The Hearsay Rule 192
Metaphorically Speaking: The Black Hole
Phenomenon 193
The Generative Power of Words: The Gettysburg
Address 194
A Robe Is Not a Robe 196
Balderdash 197
Improve the Silence 198
What s Your Point? 198
The Vividness Effect 199
Vivid Words 201
The Value of Publicity 202
Advertising Is Publicity 202
Advertising Begets Publicity 203
The Essence of Publicity 205
Inspiration from William F. Buckley 206
Focus on Buying, Not Selling 207
The Most Compelling Selling Message 208
What Blank Eyes Mean 209
xii Selling the Invisible
Presenting s First Rule: Imitate Dick 209
Mission Statements 211
What a Mission Statement Must Be—and Must Have 212
When to Can a Mission Statement 212
What Really Sells 213
Holding On to What You ve Got:
Nurturing and Keeping Clients 215
Relationship Accounting 217
The Day After—Why Getting the Business Can Be
the First Step in Losing It 219
Expectations, Satisfaction, and the Perils of Hype 221
Your Patrons Are Saints 222
Thanks 223
Where Have You Gone, Emily Post? 223
Poised for a Fall 225
Satisfaction and Services 226
Quick Fixes 231
Manage the Tiny Things 233
One Ring 233
Speed 234
Say p.m. , Deliver a.m. 235
Note to Myself 235
Shoot the Message, Not the Messenger:
The Fastest Way to Improve Your Sales Force 236
Personal Investment 238
The Collision Principle 239
Summing Up 241
Recommended Reading for Service Marketers 246
Acknowledgments 251
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| language | English |
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| spelling | Beckwith, Harry Verfasser aut Selling the invisible a field guide to modern marketing Harry Beckwith New York Warner Books 1997 XX, 252 S. 20 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 246-250) "You can't touch, hear, or see your company's most important products... So how do you sell, develop, make them grow? That's the problem with services. This "phenomenal" book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. A treasury of hundreds of quick, practical, and easy-to-read strategies-few are more than a page long-Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing, including: * Why focus groups, value-price positioning, discount pricing, and being the best usually fail * The critical emotion that most influences your prospects-and how to deal with it * The vital role of vividness, focus, "anchors," and stereotypes * The importance of Halo, Cocktail Party, and Lake Wobegon Effects * Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn * Dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention ...and much more. Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples-from Federal Express, Citicorp, and a growing Greek travel agency...to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons. The first guide of its kind and a book already causing a sensation in the business community, Selling the Invisible will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance reviewers call it the best book on business ever written." -- from publisher's description. Dienstensector gtt Marketing gtt Service industries Marketing http://www.loc.gov/catdir/enhancements/fy0914/96016774-d.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018602155&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Beckwith, Harry Selling the invisible a field guide to modern marketing Dienstensector gtt Marketing gtt Service industries Marketing |
| title | Selling the invisible a field guide to modern marketing |
| title_auth | Selling the invisible a field guide to modern marketing |
| title_exact_search | Selling the invisible a field guide to modern marketing |
| title_full | Selling the invisible a field guide to modern marketing Harry Beckwith |
| title_fullStr | Selling the invisible a field guide to modern marketing Harry Beckwith |
| title_full_unstemmed | Selling the invisible a field guide to modern marketing Harry Beckwith |
| title_short | Selling the invisible |
| title_sort | selling the invisible a field guide to modern marketing |
| title_sub | a field guide to modern marketing |
| topic | Dienstensector gtt Marketing gtt Service industries Marketing |
| topic_facet | Dienstensector Marketing Service industries Marketing |
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