Selling the Invisible
A Field Guide to Modern Marketing
Short, practical lessons on marketing services, where customers cannot see or touch what they are buying before they buy it.
Harry Beckwith wrote this for anyone who sells expertise rather than products: consultants, accountants, agencies and professional firms. Because a service is a promise, he argues, buyers judge it by everything around it, from the first phone call to the invoice, and they choose the provider they trust rather than the one with the best credentials. The book is built from brief chapters that can be read and applied one at a time.
As an Amazon Associate, bookstoread.org earns from qualifying purchases. Links to Amazon on this page may earn us a commission at no extra cost to you. Spotted an error on this page? Tell us and we will fix it.