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Vendiendo lo Invisible Book Summary preview
Vendiendo lo Invisible - Portada del Libro Chapter preview
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Sinopsis

Las empresas de servicios a menudo luchan con sus esfuerzos de marketing porque su "producto" no es algo físico. Los servicios son abstractos y su efectividad y valor son difíciles de medir desde el punto de vista del cliente. Harry Beckwith explica que el marketing y la venta de un servicio requieren un enfoque completamente diferente al del marketing y la venta de un producto físico. Aunque Vendiendo lo Invisible contiene secciones de "cómo hacer", como "Soluciones rápidas", es más un libro de "cómo pensar". Utilizando historias entretenidas y reveladoras de grandes corporaciones y artistas para proporcionar ejemplos y enfatizar puntos clave, Beckwith ofrece consejos efectivos y recordatorios que ayudan a las empresas de servicios a comenzar a pensar de manera diferente y a hacer crecer su negocio.

Questions and answers

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Beckwith could have covered more on the role of technology in service marketing, the importance of customer relationship management, and strategies for online marketing. He could also delve deeper into the challenges of international service marketing and how to overcome them.

Service companies can measure their effectiveness and value from a customer's perspective through various methods. They can use customer satisfaction surveys to gather feedback on their services. They can also track customer retention rates, as a high retention rate often indicates that customers find value in the service. Additionally, they can monitor online reviews and social media comments to gauge customer perception of their service's value and effectiveness.

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Resumen

El enfoque de aprender cómo pensar, en lugar de aprender simplemente qué hacer, es la base del libro y es lo que lo hace tan refrescante y efectivo. Beckwith describe claramente la base de este enfoque de "cómo pensar" con preguntas específicas como "¿En qué soy bueno?" y ejercicios específicos como definir un servicio, entender a los prospectos y entender el comportamiento de compra de un cliente. Aunque gran parte del material del libro no se verá como algo particularmente nuevo o revolucionario, es la forma en que el material incita a los lectores a mirar estos elementos de marketing efectivos con una visión diferente y creativa, lo que hace que el material sea tan valioso.

Questions and answers

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The 'how-to-think' approach can improve the overall customer experience by encouraging a different, creative view of effective marketing elements. It prompts individuals to ask specific questions like 'What am I good at?' and engage in exercises such as defining a service, understanding prospects, and understanding a customer's buying behavior. This approach fosters a deeper understanding of the customer's needs and preferences, which can lead to more personalized and effective service delivery.

The 'how-to-think' approach in marketing can be applied in various ways. It can be used to understand the customer's perspective, their needs, and their buying behavior. This approach can also be used to identify the strengths of the product or service being marketed, and how it can meet the customer's needs. Additionally, it can be used to develop creative and innovative marketing strategies that are tailored to the target audience. It's all about thinking from a different perspective and being creative.

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Mientras que los lectores encontrarán los elementos tradicionales de marketing como producto, promoción, lugar y precio, el enfoque de Vendiendo lo Invisible está en cómo el servicio al cliente y las relaciones impactan las ventas. Desde cómo usar las quejas de los clientes para mejorar un servicio y posicionar mejor ese servicio, hasta definir más claramente un servicio y los clientes objetivo, el material que presenta Beckwith seguramente creará algunos momentos de "aha", si no una verdadera epifanía!

Questions and answers

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'Selling the Invisible' by Harry Beckwith is a book that emphasizes the importance of service in the marketing industry. It suggests that traditional marketing elements like product, promotion, place, and price are important, but the key to successful sales lies in customer service and relationships. The book provides insights on how to use customer complaints to improve a service, how to better position that service, and how to define a service and its target customers more clearly. The book is filled with enlightening moments that can lead to a deeper understanding of service marketing.

Selling the Invisible suggests marketing a service in a competitive market by focusing on customer service and relationships. It suggests using customer complaints to improve a service and better position it. It also emphasizes on clearly defining a service and the targeted customers.

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Los primeros capítulos del libro, como "Encuestas e Investigación: Incluso Tus Mejores Amigos No Te Lo Dirán" y "El Marketing No es un Departamento" se centran en aprender a pensar objetivamente sobre la efectividad de los esfuerzos de marketing actuales. Desde asumir que los niveles de servicio actuales son inadecuados hasta darse cuenta de que todo lo que hace una empresa es marketing, el énfasis aquí es ayudar a las empresas a darse cuenta de lo valioso que son sus clientes para definir mejor y presentar los servicios que se ofrecen.

Questions and answers

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A company can leverage customer insights to improve their marketing strategies by using the feedback and data gathered from customers to objectively evaluate the effectiveness of their current marketing efforts. This can help the company to identify areas of improvement and redefine their services based on customer needs and preferences. It's important to remember that everything a company does is marketing, and customers are a valuable resource in shaping the services being offered.

Some common mistakes companies make when marketing their services include assuming that their current service levels are inadequate, not realizing that everything a company does is marketing, and not utilizing their customers as a valuable resource in better defining and presenting the services being offered.

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Capítulos posteriores como "Planificación: Las Dieciocho Falacias", "Anclas, Verrugas y American Express: Cómo Piensan los Prospectos", y "Cuanto Más Dices, Menos Gente Escucha: Posicionamiento y Enfoque" continúan el enfoque de "cómo pensar" cuestionando los pilares tradicionales del marketing y aprendiendo a encontrar alternativas efectivas. Estos capítulos ayudan a los lectores a entender mejor cómo los procesos de pensamiento correctos y las preguntas correctas a menudo revelan oportunidades y problemas que pueden haber pasado desapercibidos con un enfoque de marketing más tradicional.

Questions and answers

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The lessons from "Selling the Invisible" can be applied in today's business environment in several ways. Firstly, understanding that services are abstract and their effectiveness and value are hard to measure from a customer's point of view, businesses can focus on enhancing the customer experience. Secondly, questioning traditional marketing staples and learning how to find effective alternatives can help businesses adapt to the changing market dynamics. Lastly, the right thought processes and the right questions often reveal opportunities and issues that may have gone unnoticed with a more traditional marketing approach.

Yes, there are numerous companies that have successfully implemented the practices outlined in "Selling the Invisible". However, the book does not specifically name these companies. The practices include focusing on the customer's perspective, understanding the importance of positioning and branding, and questioning traditional marketing methods. Companies in the service sector, such as consulting firms, financial services, and IT services, have found these strategies particularly useful.

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Los capítulos finales del libro se centran en la importancia de repensar la fijación de precios, la marca, la venta y la satisfacción del cliente. Estos capítulos finales unen todo con ejercicios concretos, muchos de los cuales desafían las técnicas de marketing convencionales, y proporcionan a los lectores la oportunidad de poner en práctica sus nuevas habilidades de "pensamiento". Debido al enfoque fresco y provocador de pensamiento para el marketing y la venta de lo "invisible", el libro será un recurso valioso para cualquier proveedor de servicios. Con una mente abierta y el deseo de poner en práctica las lecciones aprendidas, podrían transformar la forma en que se comercializa su servicio y crear más valor para sus clientes y más crecimiento para su empresa.

Questions and answers

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'Selling the Invisible' is a book that focuses on the unique challenges of marketing and selling services, which are often considered 'invisible' because they are not physical products. One key topic in the book is the importance of rethinking traditional marketing techniques. This includes reevaluating pricing strategies, branding, and selling techniques. The book emphasizes the need to keep customers happy and provides concrete exercises to help service providers put these new strategies into action. By adopting a fresh, thought-provoking approach to marketing, service providers can create more value for their customers and drive growth for their company.

A small business can use the key topics or framework covered in "Selling the Invisible" to grow by focusing on the importance of rethinking pricing, branding, selling, and keeping customers happy. These aspects are crucial in marketing and selling services, which are often abstract and hard to measure from a customer's point of view. By applying the concrete exercises provided in the book, a small business can challenge conventional marketing techniques and create more value for their customers, leading to more growth for their company.

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