You can't touch, hear, or see your company's most important products. . . . So how do you sell, develop, make them grow? That's the problem with services.This "phenomenal" book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. A treasury of hundreds of quick, practical, and easy-to-read strategies, Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing.Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples - from Federal Express, Citicorp, and a growing Greek travel agency to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons.