Selling the Invisible: A field Guide to Marketing the Modern Special Library, was the theme of presentation at the Special Libraries Association Annual Conference, 8 June 1999.

The Library Management Division, in conjunction with several other divisions, sponsored acclaimed authority on marketing in service-based economy author Harry Beckwith to speak on marketing the modern Special Library.  At the heart of his talk were these "Ten Keys to Successful Relationships"

1.  Faster-everybody wants it faster;
2.  Affinity--develop a good chemistry with your users;
3.  Predictability--be consistent, have integrity; remember that your word and deeds are integrated;
4.  Comfort--create the feeling of comfort in your library; a comfortable atmosphere from you and your staff will get them in the physical and virtual door;
5.  Expertise--be a consultant; show the appearance of expertise;
6.  Sacrifice yourself to make the user feel Important;
7.  Thank people more;
8.  Welcome them;
9.  Follow-up--find out how you are doing;
10. Connect--make a personal connection by learning names and using them.

Harry Beckwith entertained us with stories and told us the best thing we can do is to  tell our stories, especially pointing out the benefits Special Librarians bring to the organizations.  Stories are a way to communicate and create personal relationships.  Think about what stories you have to share.