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Selling the Invisible
Beckwith clearly isolates the four keys to growing a service business in presentations that are sincere, engaging, witty, moving, and in the end, enormously inspiring.
The Four Keys
What attracts clients to your service and leads them to choose it? The four keys are: price, brand, packaging and relationship. For each key component, Beckwith offers vivid illustrations of companies succeeding in these areas.
Harry Beckwith is recognized for his marketing expertise and as a speaker and teacher on marketing, branding, and customer relationships. He has worked with 23 Fortune 200 clients, including Microsoft, Target, and Wells Fargo, and over 40 startups.
Beckwith is the founder and director of Beckwith Partners, a positioning and branding firm whose clients include Microsoft, Merck, and Hewlett Packard.
Author of five international bestsellers on marketing, Beckwith's first book, Selling the Invisible, was named one of the top ten business and management books of all time. His subsequent Business Week bestsellers, including The Invisible Touch and What Clients Love, brought his total sales worldwide to over 1.2 million copies in 24 languages.
His presentations on marketing have taken him to 21 countries and to graduate schools of business including Wharton, University of Chicago, and Amity (New Delhi, India). As a result of these presentations, a 2009 poll of 13,000 executives named him among the World’s Five Best Speakers on Sales and Marketing.
Harry graduated Phi Beta Kappa from Stanford University and is an intensely proud father of four.
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