How To Make Intangible Products More Tangible
It can seem very challenging to sell products and services that are not something that can be held in someone's hand. But, they exist in droves today, so it's getting easier to help someone conceptualize the intangible
Some examples of intangible products and services are:
Digital content - Websites, online games, and even social
media are all intangible goods.
Content delivered online - Downloadable
eBook, music,
movies and anything delivered online today can be considered an intangible.
Patents and copyrights
- Given by the government when applied for, you get a certificate but it's not
something you can really hold on to.
Education - While you do get a
certificate at the end, the product itself is not something you can
touch.
Describe Them Fully
The issues involved with selling intangible
goods and services are that people have a hard time understanding them and
therefore trusting that it really is real and relevant. This is one reason so
many people are confused by the idea that using images, music, and property of
others that they found online is illegal. But, you can make it easier
by using imagery to depict the intangible goods
or service.
Make Them a Guarantee
If you want people to purchase your products and services,
you have to ensure that you develop
enough trust with the audience that they are open to making the purchase. You
can do this by offering a guarantee
of some kind. Since they cannot touch the item before buying, eliminating
issues can go far in helping people make a purchase.
Focus on Benefits
Any good marketing
always focuses on benefits over features. This is even more important
for selling intangibles because they cannot actually touch and feel the
product. If you're a virtual assistant, are you selling customer service or are
you selling more time to your clients? How can you
best explain this to them?
Collect testimonials from satisfied
customers and put them on your sales page, in your marketing literature, and
commit them to memory for talking about in one-on-one calls and events. Knowing
other people
had success will calm their fears and make them more
apt to try.
Green Is the New Black
Explaining that intangible products
and services are better on the environment
can go far in helping your customer better visualize what they're receiving.
For example, if you sell software, downloading it means the cost is lower because there
is no longer a need for manufacturing like there is with CDs and DVDs.
Connect with the Person in Charge
Knowing who
is in charge of the purse strings makes a huge difference in your success of
making any sale. Only spend time talking to the person who can make the decisions,
so that you don't have to end up giving your sales pitch to multiple
people only for no one to be able to make a decision.
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