Book Review – Selling the Invisible
This first question many of you might ask is: why are Bobby and Brian reviewing a marketing book? The book is no doubt a marketing book, but one that really helped me begin to understand just how different selling services is compared to product sales. I have worked for some very large product companies that have HUGE brands and great products. In those worlds, you struggle with everything every other seller struggles with only at a different level (depending on the struggle). When I joined a company that sold only 98% services and those services represented everything from implementation to custom application development, I truly began to understand the title of this book!
If you sell a product today you are probably taught the attributes of that product, the benefits, value drivers and the competitive landscape. If you sell a product and accompanying implementation services, you are killing two birds with one stone. If you are ONLY selling services, how do you define the attributes, the benefits and value drivers? Aren’t all other service companies the exact same? This book helps the reader understand how prospects think and that they truly don’t want to make a bad choice!
As it relates to the comment “aren’t all service companies the same” the book says to focus on the ONE Thing. What is the competitive advantage you and your company bring to the table? The author gives you 7 questions that you can use to create a clear positioning statement. Obviously as a marketing book, branding is discussed and the author guides you to have a name that is unique, specific and imply the service it’s intended to provide.
It’s not rocket science, and the book will probably remind you of many things you have heard before. Take them to heart and remember, the customer is your most important asset! Get your customer’s feedback and make sure your message(s) are landing as you intend them to! So why would Bobby and Brian review a marketing book??? Because everyone in tech sales should read this book. From marketing, to customer services, to specifically SALES!
Find the book on Amazon, here
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