I have been driving a lot recently; which means I have been a listening a lot to CDs. One of my favorites is an audiobook - Selling the Invisible by Harry Beckwith. This is read by Jeffrey Jones (the emporer in Amadeus and the principal in Ferris Bueller's Day Off). There is a simple premise - how do you sell services? People can't fondle them, see them, hear them, listen to them - they are taking a risk and usually paying a down payment or signing a contract. How do you calm their fears and dissolve their doubts?
Well, this book has some time-proven answers - simple, yet insightful. One of my favorite quotes is - everything is marketing from the initial phone answer, to the layout of the final invoice; every employee is involved in marketing and sales!
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