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Selling the Invisible (Harry Beckwith)
Selling the Invisible (Harry Beckwith)
“The new marketing is more than a way of doing; it is a way of thinking. It begins with an understanding of the distinctive characteristics of services–their invisibility and intangibility–and of the unique nature of service prospects and users–their fear, their limited time, their sometimes illogical ways of making decisions, and their most important drives and needs.”
Workshop on Science Communication with scientists and lab technicians at the Human Resource Development Centre of Council of Scientific & Industrial Research (CSIR), Government of India
CONTENT MANAGEMENT
CONTENT MANAGEMENT
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That subtle tack in your expression holds the sway! Your client needs to be informed, impressed and regaled.
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DANIEL KAHNEMAN
Negotiations over a shrinking pie are especially difficult because they require an allocation of losses.
An investment said to have an 80% chance of success sounds far more attractive than one with a 20% chance of failure.
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