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How To Make Intangible Products More Tangible

Selling products and services that cannot be held in someone’s hands can seem like a big challenge. But these days they exist en masse, making it increasingly easy to help someone articulate elusive concepts.

Some examples of intangible products and services:

  • Digital Content – Websites, online games, and even social media are all intangible assets.
  • Online delivery of content – Downloadable e-books, music, movies and anything delivered online today can be considered intangible.
  • Patents and Copyrights – The government gives you a certificate when you ask for it, but you can’t really keep it.
  • Education – Although you will receive a certificate at the end, you cannot touch the product itself.

Explain them fully

The problems with selling intangible goods and services is that people have a hard time understanding them and therefore trusting that it is actually real and relevant. This is one of the reasons why so many people are confused by the idea that using images, music and other people’s property found on the Internet is illegal. However, you can make it easier by using images to represent intangible goods or services.

Have a warranty on them

If you want people to buy your products and services, you need to make sure that you build enough trust in your audience so that they are open to buying. You can do this with some sort of warranty. Since they can’t touch the product before buying, eliminating problems can help a lot with the purchase.

Focus on the benefits

All good marketing always focuses on benefits over features. This is even more important for selling intangibles because they cannot touch and feel the product. If you are a virtual assistant, are you selling customer service or more time to your clients? How would you best explain this to them?

Display success stories

Collect testimonials from satisfied customers, put them on your sales page, in your marketing literature, and leave them to talk about in person and at events. Knowing that others have succeeded will calm their fears and make them more willing to try.

Green is the new black

Explaining that intangible products and services are better for the environment can go a long way in helping customers better see what they’re getting. For example, if you sell software, downloading it means that costs are lower because there is no more manufacturing required than with CDs and DVDs.

Contact the responsible person

Knowing who is responsible for the purse string makes a huge difference in your sales success. Only talk to the person who can make the decisions so you don’t end up giving the sales pitch to multiple people so no one can make the decision.

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