Selling the Invisible: Essay on Marketing of Services

Could you please answer a question how to sell a thing which you cannot see? It sounds impossible, as usually we want to be sure in what we buy. However, when we are buying a service, in fact, we are paying for a promise that someone will do something for us. Imagine that you are going to a beauty salon – first, you order a new haircut, and only in a while you can see and touch it. Actually, we live in the age of services. Do you remember when you could only go to Levi’s store and buy the pair of jeans?