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Selling the Invisible

by Rolf Jester  |  February 17, 2013  |  Comments Off on Selling the Invisible

I research the business of IT services, especially the marketing and selling of those services.   One useful and enjoyable book on the topic is Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith (Thomson Texere, 2001).  While not new, it’s still available, though not as an e-book unfortunately: http://amzn.com/0446672319

“Selling the invisible” is a good way to describe the challenge of selling any service.  It is arguably even harder to sell IT services and digital services than “tangible” services like air travel. Certainly that’s what I observe in my day-to-day job of researching IT providers’ businesses and advising those firms.

In my own career in IT marketing I always found that some of the best lessons come from industries other than one’s own.  That’s where this book can be stimulating to new and useful insights.

The book’s format makes it easy to dip into.  It consists of numerous short, easy-to-digest pieces of a page or so, each with a clear point and an example.  Each one leaves you with something to think about.  It’s useful as a “thought for the day” to bear in mind as you carry out your job.  It’s sort of like a blog on paper!  Of course the author now has a real blog too:  http://www.beckwithpartners.com/blog/

 My blog posts will continue to bring you stories and views to help with the challenge of selling IT services.  I’ll share current findings from research and seek your feedback on planned research.

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Rolf Jester
Vice-President, Distinguished Analyst
16 years at Gartner
46 years IT Industry

Rolf Jester researches the business of IT services, particularly business and marketing strategy and best practices for IT services providers. He focuses on the IT outsourcing business globally, and also on the IT services market and service providers in the Asia/Pacific region. Read Full Bio




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