How to Speed Up Your Intangible Sale
Every offering has a tangible and intangible aspect to it. The intangible side is where all the juice is in your business — higher margins. Intangibles make it easier to differentiate between competitors but harder to communicate and sell. In fact, only about 10 percent of salespeople in the country are good at selling the invisible, according to Marc Dube, president of Proven
Systems Corp.
Nearly 75 percent of Americans work in the service sector, providing intangibles like healthcare, entertainment and other services. Even companies that think they sell only tangible goods have an "invisible" side to their business. For example, Dell doesn't just sell computers; they sell their easy-to-use website, excellent customer care, high volume for better pricing and yes...Micheal Dell, an undisputable success story..
A Different Approach to Selling
To sell intangible services more rapidly, requires a unique understanding of your target market and a different approach to sales, according to Harry Beckwith, the author of Selling the Invisible. The average person has a difficult time evaluating the skills of an accountant, attorney and other professional service providers, he says.
To compensate, they use "proxies" or substitutes to assess the professional's level of expertise or success, Mr. Beckwith says. They measure you in terms of fancy offices, college degrees and professional certifications, industry awards and presentation skills. Many would think this is the right approach but it is not. What are the things around the product or service which will help produce the best results for the client?
Prospects also evaluate service businesses on integrity, consistency and other characteristics. This helps them determine whether they trust your organization enough to give you their business. Trust is one of the most important elements in selling products and services. In fact, a lack of trust, according to sales expert Zig Ziglar, is the main reason prospects fail to make purchasing decisions.
The fastest way toward making an intangible sale is to communicate your invisible offerings better than your competitor.
Keep in mind that prospects don't buy what a product or service
is. They buy what it
does. And selling intangibles more quickly relies on effectively selling invisible solutions to their problems and the benefits they will receive. When people buy anything, they're really seeking intangible benefits like ease, convenience, speed and peace of mind — things that cater to their emotional needs, and items that are many times not communicated well by the sales staff or undercommunicated by the company
Incorporating the Power of an eNewsletter
An eNewsletter is the ideal tool for selling the imperceptible side of your product or service. It can provide your potential and existing customers with valuable insight on relevant topics through informative articles, client endorsements, success stories, research etc.
This ongoing relationship can help you earn their affection, credibility and trust — which can lead to faster and easier sales. In fact, people are more apt to trust, buy from and recommend companies that send them eNewsletters, according to the eMarketing Association.
To find out more about how to use your eNewsletter to sell more of your services,
email
Proven Systems Corp. or call
970-223-6565.
|
