Selling the Invisible

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Harry Beckwith had a successful marketing career before going on to become an influential speaker on sales and marketing topics. He gives lectures to employees at large national companies as well as to students at Ivy League universities, and is considered one of the best public speakers in his field. He has written five best-selling titles, including Selling the Invisible and Unthinking.

Services differ fundamentally from physical products, presenting unique challenges for marketers due to their intangible nature, variability in quality, and lack of tangible features for differentiation. Effective service marketing requires innovative strategies, such as leveraging symbols like Travelers Insurance’s umbrella logo or focusing on distinctiveness, as seen with FedEx’s logistics innovation. Pricing plays a pivotal role, with premium pricing often perceived as a marker of quality, while mid-range or low-cost strategies can be risky. Emotional factors like prestige and familiarity significantly influence consumer decisions, underscoring the importance of branding and storytelling to create a lasting impression. Businesses must also ensure that every customer interaction aligns with their marketing message, as even minor inconsistencies can harm their reputation. Success in service marketing ultimately hinges on clear focus, strong positioning, and adaptability, enabling companies to navigate challenges and capitalize on opportunities in a dynamic market.

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