“Selling the Invisible: A Field Guide to Modern Marketing” by Harry Beckwith offers an insightful look into the unique challenges of marketing services rather than products. Beckwith emphasizes the importance of understanding customer perceptions, building strong relationships, and delivering exceptional service to create value. Through engaging anecdotes and practical advice, he guides readers on how to effectively communicate the intangible benefits of their services, differentiate themselves from competitors, and ultimately, drive business growth.
This book is a must-read for service marketers, business owners, consultants, and anyone involved in selling intangible products. After reading “Selling the Invisible,” readers should consider “The Experience Economy” by B. Joseph Pine II and James H. Gilmore, which explores how to create memorable customer experiences as a key differentiator in the market. Other alternative books on the same subject include “Invisible Selling Machine” by Ryan Deiss and “Service Design: From Insight to Implementation” by Andy Polaine, Lavrans Løvlie, and Ben Reason.
