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You are here: Home / Blog / Selling an Intangible

Selling an Intangible

July 12, 2017 By maurasf

selling intangible
What is your strategy to sell intangible items?

You might have noticed that it’s easier to sell a tangible (one you can touch) item than it is to sell an intangible (one you can’t.) I’ve never heard someone wake up in the morning and say, “I’m in the mood to go and buy insurance today” unless they just experienced major damage to their home. You do hear people say, “I’m in the mood for ice cream” or “I want a new iPhone” or “I’m tired of this car breaking down. I need a new car.” You should sell differently when you’re selling an intangible. Here are a few points to consider.

Provide a way to evaluate your sale.

You must help your prospect evaluate your proposed work whether you are selling insurance, legal advice, or an engineering process. One engineer was selling a process to transform an engineering idea from concept to implementation. He had experience successfully doing this for many clients. What he could demonstrate was the process and what was required to move from idea to implementation. He could create a timeline with a range of expected times and criteria for the times to occur. He could judge the quality of the steps because he had successfully done the work so many times before. Now his prospects could understand that he had a formal plan and be more confident in what they were buying.

Prove that it works.

Most customers are thinking in any sale, “I wonder if everything he says really works the way he says it does.” Remember, most people think very little of salespeople’s credibility. You are less believable when you have something to gain. You do have something to gain—the sale— and in some cases salespeople will say almost anything to get the sale. You should get other people to say the same things you want to say about your work so you can be more credible.

That’s where testimonials come in. Interview your satisfied customers and take notes on what they say. Don’t ask them to write the testimonial letters for you. They won’t because they don’t have the time. Instead, ask them, “Would it be all right if I took what you told me and wrote it up and sent to you for your review? Please feel free to make any changes. Then, put the letter on your letterhead and mail it back to me by U.S. mail.” What you’ll get is a perfect testimonial because someone credible, other than you, is talking about you and your work.

Introduce yourself as part of the product.

Your prospects are much less able to envision an intangible product. Just as with tangible products, they want to be sure the service after the sale will meet their requirements. That’s where you come in. How do you compare to other sales professionals who also sell your products? Are you more experienced or knowledgeable? Do you work harder for your customers to ensure they have a better buying experience? Do you use your expertise to ensure they buy the best products that meet their unique requirements without overpaying? What can you do to demonstrate that you truly understand their business? Do you have data to show how other businesses perform in their industry so you can meet to compare their performance?

A good sales professional realizes that the salesperson is even more important in the sale when the product is intangible. This is especially true when the role you play helps guide the prospect to make his buying decision. There may be so many variables for a prospect to consider that he becomes overwhelmed and unable to decide. You become the filter to explain a limited number of choices and the choice that you recommend for that prospect.

It may be harder to sell intangible products. You can choose to change your sales strategy and include a few steps so you make it easier for your prospects to buy.

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Filed Under: Blog, Sales Strategy

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About the principal

Would you take auto mechanics classes when you buy a car? Maura did because she wanted to be able to work on her car. She takes that same approach to selling. She can show you how to get below the surface of selling to learn why and how different strategies work. She will show you which skills to implement that will shorten your sales cycle and increase your sales. She was Mobil Oil's first female Lubrication Engineer in the United States and one of Chevron's top 5 salespeople in the country. She knows what works for sales.

"I would recommend your work to other sales organizations who want to get better results from improved selling strategies."
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President
Houston Texans

Sales Expert at Allbusiness.com

Selling is the easiest job in the world. Just ask anyone who is not in sales. Read Maura’s ideas on “more brain…less mouth” selling to make your selling easier and more successful.

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