Connecting with the Invisible
Harry Beckwith, www.beckwithpartners.com
“Products are made; services are delivered,” asserts Harry Beckwith, author of Selling the Invisible, The Invisible Touch, and What Clients Love. “Products are used; services are experienced. Products possess physical characteristics we can evaluate before we buy; services do not even exist before we buy them. We request them, often paying in advance. Then we receive them.” Beckwith adds,
And finally, products are impersonal: bricks, mortar, pens, car seats, fruit—things with no human connection to us. Services, by contrast, are personal—often frighteningly so. A service relationship touches our essence and reveals the people involved: provider and customer. For that reason, ...
Get Get Clients Now! (TM), 3rd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
