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Home >Intensive Corporate Interaction > Knowledge Zone > Harry Beckwith

Harry Beckwith

David P. Norton

Harry Beckwith

The Global Services Marketing Gurus
Author of Best - Selling book, SELLING THE INVISIBLE

Interaction on 'Managing the Invisible'

March 11, 2004. Hotel Leela Kempinski, Mumbai
March 12, 2004. Hotel Hyatt Regency, New Delhi


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Services Sector accounts for MORE THAN 60% of the economy in developed countries. In this new era, who is responsible for managing the invisible and intangible? In the age of invisibles, what are critical acts in marketing?

Using vivid and interesting examples, the internationally acclaimed marketing guru outlines the first three critical steps, why they are critical, and how each person attending should approach and take these three steps. Using another fascinating example, he will show how one step is more critical than all others, but that too few people in business know how to take it. Because of this lack of understanding in the market, Harry will focus on nine critical acts or influences, and suggests to everyone attending how they can dramatically improve in this area, and experience significant growth and dramatically improved client retention.

Who Should Attend?

MDs, CEOs, Presidents, VPs, GMs, senior managers, profit Centre heads, brand and product heads, branch heads, entrepreneurs, account group heads, etc. Anyone with sales, marketing or client service responsibility in a company that depends on services for its revenues. In the past, the firms that have most heavily relied on these seminars and training have been banking and financial services firms, advertising agencies, media companies, retail chains, shipping, hospitality and airlines, healthcare, professional services firms (KPMG Peat Marwick, Price Waterhouse, and mid to large-sized law firms), insurance companies and IT/ITES/BPO companies, most of whom increasingly provide paid-for services (IBM, Microsoft, Compaq, Hewlett-Packard). While these are the largest firms to have held these seminars, many associations of small businesses and even sole proprietors have been major beneficiaries of these events, particularly financial planners, designers and architects, and retailers.

What Will You Learn?


You will learn where to focus your marketing time, attention and rupees—and where not to.
You will learn how to be much more productive in allocating these precious resources.
You will learn the role of all members of the organization in the success of the marketing effort, and the specific tools all members can use to help the organization attract and retain more customers and clients.
You will learn several specific tools you can use to make your work and lives more productive, rewarding and enriching.
You will learn—or at least be reminded—that learning can be an entertaining and inspiring experience, and so can your everyday work.
You will learn firsthand why the following people said the following remarkable things:

“Sensational. Our company is famous for both its marketing and its presentations, and I still can say this was a once-in-a-lifetime experience. -Ed Artzt, CEO and Chairman, The Procter & Gamble Company

“A standing ovation for a presentation on marketing--how often do you see that? Absolutely terrific.” -Bob Verbic Sr. V.P., Coldwell Banker, Call 1-847-655-4021

"Harry's advice is extraordinary and contain not just answers, but the answers for modern service business. If businesses read and adopt only 20% of what Harry suggests, they will completely transform their businesses." -Dr. Dawn Fotopulos, Professor of Marketing,NYU Stern Graduate School of Business

“Great. Every person, even the two-thousandth in the back, looked to be hanging on every word." -Bill Henderson, Former United States Postmaster General

"Phenomenal.-Mark Hughes, Sr. V.P., Marketing, Bell South

“Anyone who missed this presentation missed the opportunity to become a better marketing professional, a better executive and a better human being. Not only did you teach us how to do a better made us WANT to do a better job. I have never heard a presentation as informative and inspiring.” -Geoff Calnan, Sr VP, Marketing, ABC Television

“Without question, he is the master.” -Richard Cresta, Senior Vice President, Fidelity Investments

“My managers absolutely loved it. A great presentation.” -Roxanna Frost, Director of Services, Microsoft

Outstanding! Outstanding! Outstanding! Harry, what else can I say? Your presentation the other day at our meeting was absolutely outstanding. You punctuated our program with a giant exclamation mark, and we couldn't have asked for anything more. Thank you so much for joining us in Orlando and taking the time to get to know our group in advance. You created an incredibly positive experience for everyone.” -John Turgeon, Senior Vice President, PricewaterhouseCoopers

“I have never written a speaker, but I could not resist. Your speech was the best of any kind I have ever heard. No one for one moment averted his or her eyes from you. I will never forget your hour with us.” -Peter Davies, Franklin Templeton, Toronto, Canada


Harry Beckwith is considered to be one of the top 10 marketing gurus in the world and his book, SELLING THE INVISIBLE has been one of the top 10 all time best sellers in the world. Harry has led major marketing initiatives for 23 Fortune 200 companies, including Wells Fargo, Merck, IBM, General Motors and Fidelity Investments, work which has won the American Marketing Association’s highest award. Harry Beckwith is the founder and director of Beckwith Partners whose clients include Microsoft, ServiceMaster, ADP, Merck, Hewlett Packard, and State Farm.

Beckwith Partners advises technology, financial and professional service clients on positioning, branding, customer retention and communication strategies. The firm's work has been featured in Newsweek, Wall Street Journal, Business Week, Inc., Advertising Age and AdWeek, and has won The American Marketing Association's highest honor, the Effie.

Harry also is an internationally-acclaimed speaker, as suggested by his recent invitations to keynote the conventions of the American Marketing Association and the National Speakers’ Association. In audience evaluations, 24 of every 25 audience members have given his presentations perfect scores.

His first book, Selling the Invisible, recently was named one of the top ten business and management books of all time and spent an unprecedented 36 consecutive months on the Business Week bestseller list. It remains a worldwide bestseller in 15 translations, including in the many graduate schools that use the book as a required text. His most recent book, What Clients Love (Warner Books: 2003), has enjoyed even greater acclaim, including unanimous five-star reviews from 21 reviewers to date, and ranks ninth on the most recent Business Week bestseller list.

Harry graduated Phi Beta Kappa from Stanford University and later served as Oregon Law Review Editor-in-Chief, the school's highest honor, and as a law clerk to a federal judge. Harry left the practice of law in 1980, and four years later was named creative supervisor of Carmichael-Lynch, the fastest promotion in the history of the agency which Advertising Age has honored four times as the country's most creative mid-sized agency.

Harry and his children live in Minneapolis, Minnesota. Since 1975, he has run over 55,000 miles--almost twice around the world--and in 1980 qualified for the U.S. Olympic marathon trials.

The Best Business and Management Books of All Time


In Search of Excellence, Tom Peters
Competitive Advantage, Michael Porter
Beyond Reengineering, Michael Hammer
Leading Change, John P. Kotter
Selling the Invisible, Harry Beckwith
Direct from Dell, Michael Dell
Reengineering the Corporation, Michael Hammer
What Color Is Your Parachute? 2000, Richard Bolles Nelson
Fifth Discipline, Peter Senge
Getting to Yes, Roger Fisher

Selling the Invisible currently is a required text in courses at:


New York University, Stern Graduate School of Business
New York University, Stern School (financial services marketing)
Michigan State University
University of California-Santa Barbara
Portland State University
UCLA Graduate School of Public Health
University of Minnesota, Carlson Graduate School of Business
University of North Carolina
University of Iowa
St. Thomas University
University of South Florida


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