Neil Berman

This is the third installment in my summer book series.

Selling the Invisible, Harry Beckwith’s field guide to modern marketing, has been on my book shelf for over a decade. It’s where I go to find fresh ideas for energizing day-to-day operations. It’s a treasury of hundreds of quick, practical, easy-to-read strategies – few are more than one page long.

Here’s an example, “Don’t plan your future, plan your people. Outstanding people who fit your basic broad vision will tend to make the right decisions along the way, not by following a plan, but by using their skill.”

And another, “Rather than hide your weaknesses, admit them. That will make you look honest and trustworthy – a key to selling a service. Tell the truth. Even if it hurts, it will help.”

Yet one more, “Don’t assume that logical pricing is smart pricing. Maybe your price, which makes you look like a good value, actually makes you look second rate.”

You can’t touch, hear or see services. So how do you develop and make them grow?  Harry provides answers to these fundamental questions.

“A must read for anyone in a service business – which is everyone in business.” Rodger Dow, VP Marriott International.

“The one book on marketing I’d have if I could have just one. A CLASSIC.” Harvey Mackay , author

Neil Berman | President & CEO