SELLING THE INVISIBLE is a concise and often entertaining look at the unique characteristics of
services and their prospects and how any service from a home-based consultancy to a
multinational brokerage can turn more prospects into clients and keep them. SELLING THE
INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and
written in a roll-up-your-sleeves jargon-free accessible style such as: Greatness May Get
You Nowhere Focus Groups Don'ts The More You Say the Less People Hear Seeing the Forest
Around the Falling Tree.
