The invisible touch

With insight and intelligence, Harry Beckwith continues the teachings of Selling the Invisible and shows how a service company can stand out in the market. The service sector presents a unique characteristic: products cannot be seen or touched. The consumer is offered an experience, and to make it truly exceptional, the author teaches how to implement the best strategies to attract customers through four key concepts: price, brand, presentation, and relationship. Beckwith's text, structured in short stories, is dynamic and captivates the reader from the first to the last page.