We really liked Harry Beckwith's book, Selling the Invisible, because its focus is on services and not manufactured goods. Moreover, he emphasizes relationships between sellers and buyers. (We're also heartened to see his new book, Unthinking, just published.)
The abstract nature of services, as opposed to the tangible "features and functions" of goods, is part of the challenge of business development in the professional services industry. The shift from selling "things" to selling "ideas" as the central reason for being in business can be confusing. For professional services of a highly complex, technical nature, the source of confusion can be even more profound because the practitioners also serve as the sales force. And, as Mr. Beckwith points out, it's about forming long term relationships. This intersection between technology (rocket science) and human factors (art) has fascinated us, because mastering the confusing territory common to both is key to success not only in sales but in business overall.
It wasn't long ago that sales and marketing were considered beneath an engineer or scientist. Nowadays, with competition and a contracted economy, knowing how to sell couldn't be more important. It's just not enough to do great technical work anymore. You need to know how to compete to win.
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