This book has been out for almost two decades but is still probably the best one I’ve seen on selling that tackles the concept of intangibility. Let’s face it, there’s been a shift in the overall economy over the past few decades where we’ve moved from manufacturing to more and more services, so understanding intangibles is becoming increasingly important.
Beckwith has taken a fairly complex topic and broken it down into dozens of short pithy chapters filled with ideas, insights and examples of the best ways to give the invisible substance. This is one of the first books to approach this topic and it still provides great value for the reader.
Not much more to say about this book … pick it up, read it and apply it, you’ll be glad that you did.
- Recommendation by Ben Pritchett