Selling the Invisible by Harry Beckwith

SELLING THE INVISIBLE is a succinct 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 Trees.