Selling the Invisible audiobook cover - A Field Guide to Modern Marketing

Selling the Invisible

A Field Guide to Modern Marketing

Harry Beckwith

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Communication SkillsMarketing & SalesManagement & Leadership

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Selling the Invisible
The Nature of Services+
Quality & Expectations+
Standing Out+
Execution vs. Planning+
Holistic Marketing+
Customer Psychology+
Focus and Positioning+
Pricing Strategy+
Branding and Storytelling+

Quiz — Test Your Understanding

Question 1 of 10
Why is marketing services generally more difficult than marketing physical products?
  • A. Services are heavily regulated by international trade laws.
  • B. Services require significantly higher advertising budgets to reach the same audience.
  • C. Services are intangible, cannot be mass-produced, and their quality can vary.
  • D. Customers are generally less interested in buying services than physical goods.
Question 2 of 10
According to the text, how do customers primarily evaluate the quality of a service?
  • A. By comparing its price to the industry average.
  • B. By how much the service exceeds their expectations.
  • C. By the visual appeal of the company's marketing materials.
  • D. By the speed at which the service is delivered, regardless of accuracy.
Question 3 of 10
What is a major drawback of obsessive strategic planning mentioned in the book?
  • A. It prevents a company from being proactive and adapting to unexpected changes in the market.
  • B. It costs too much money to hire external strategic consultants.
  • C. It causes employees to become overly focused on short-term financial goals.
  • D. It inevitably leads to a decrease in the overall quality of the service provided.
Question 4 of 10
Why does the author argue that every employee in a company is part of the marketing strategy?
  • A. Because modern companies require all staff to actively sell products on social media.
  • B. Because marketing departments are usually understaffed and need cross-departmental help.
  • C. Because it reduces the need for expensive traditional advertising campaigns.
  • D. Because customers do not distinguish between departments and view every interaction as a reflection of the business.
Question 5 of 10
Which of the following is an example of an 'irrational factor' that influences customer buying behavior?
  • A. Selecting a vendor based on a detailed cost-benefit analysis.
  • B. Choosing an American Express card because it feels exclusive and prestigious.
  • C. Comparing the technical specifications and warranties of two software programs.
  • D. Switching to a new supplier because they offer a 20% discount.
Question 6 of 10
How does the book distinguish between a company's 'focus' and its 'position'?
  • A. Focus is the internal view of your business; position is the external view of how customers perceive you.
  • B. Focus is your short-term operational goal; position is your long-term strategic goal.
  • C. Focus relates to your pricing strategy; position relates to your advertising budget.
  • D. Focus is determined by your direct competitors; position is determined by your investors.
Question 7 of 10
Which pricing strategy does the author suggest is often the safest and most effective for services?
  • A. Low-cost pricing to consistently undercut all local competitors.
  • B. Middle-market pricing to appeal to the broadest possible audience.
  • C. High-end pricing because people associate high prices with high quality and value.
  • D. Dynamic pricing that fluctuates daily based strictly on competitor rates.
Question 8 of 10
Why is creating a strong brand compared to an 'insurance policy' for customers?
  • A. Because branded companies are legally required to refund dissatisfied customers.
  • B. Because recognizable brands promise a consistent, high standard of service that reduces the customer's risk.
  • C. Because brands usually offer the cheapest available options in an unfamiliar market.
  • D. Because branding prevents new competitors from entering the same market space.
Question 9 of 10
How did Wal-Mart utilize the 'adaptor's edge' to gain a significant market advantage?
  • A. By offering high-end, luxury products that other discount retailers ignored.
  • B. By opening stores in small towns that existing retailers had dismissed as having too few consumers.
  • C. By transitioning entirely from selling physical products to offering intangible services.
  • D. By being the first company to rely entirely on abstract, image-heavy advertising.
Question 10 of 10
When turning your marketing message into a compelling story, what must the story ultimately focus on to be successful?
  • A. The detailed history and founding struggles of your company.
  • B. The specific flaws and operational failures of your direct competitors.
  • C. The demands and needs of the prospective customer.
  • D. The complex technical processes behind how your service operates.

Selling the Invisible — Full Chapter Overview

Selling the Invisible Summary & Overview

Services represent a significant and growing portion of the modern economy, yet marketing them remains a mystery. Selling the Invisible (1997) serves as a guide for promoting the intangible. It outlines how to set up a marketable service company, and how that business can then be advertised and promoted.

Who Should Listen to Selling the Invisible?

  • Anyone who provides a service
  • Anyone who owns a service-based business
  • Marketing or advertising professionals
  • Anyone interested in marketing or advertising 

About the Author: Harry Beckwith

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.

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