HOW TO SELL INTANGIBLE PRODUCTS (SOFTWARE & RELATED SERVICES)
Selling products and selling services both require effective communication and the persuasive ability to sell something that matches a customer's needs. But selling a hard good is different than selling a service that is intangible. Understanding techniques used to prove your solution's benefits is critical in each situation.
While the marketing and sales of intangibles may be challenging, it is not impossible. By following certain steps, organizations can make their interactions with their customers more fruitful. Some of the things that the organization can do are:
These include the following:
To sell products, you typically ask questions to discover the needs of a buyer. Once you know what he needs, you select the product solution that best matches those needs. With selling products, emphasizing key features and attributes and pointing out the benefits they offer is critical. In some instances, one product solution covers multiple buyer needs with what is referred to as a cluster of satisfactions. This enhances its value and is especially true in technology-based products solutions.
One of the most persuasive tools you have in selling a quality product is a demonstration. This is where you use proof devices to confirm the value of your solution. The product itself is always the best tool for a demonstration. You can prove to the customer that it is easy to use and generally addresses his needs.
The major difference in selling a service rather than a physical product is its intangibility. If you try to sell a software for instance, you have no tangible product to show a customer. Instead, you need to convince him that the service's quality and your experience and personal dependability are worth paying for. Service sales can be more difficult because you don't have a product that the customer can see, smell or feel.
Testimonials help you establish credibility in persuasive selling. These are customer accounts of the benefits they have experienced with your services regarding the softwares you are dealing with. Customers can vouch for your service quality, the experiences they have had and their overall satisfaction in paying for the service. Prospects are more likely to accept your offering if it is backed by satisfied customers.
Focus on personalized selling.
Telling prospective customers how the product or service can create a positive impact in their lives will increase the appeal of the offering. The sales team should strive to directly address the needs of the target customer. The sales pitch should be as personalized as possible.
Show the tangible benefits of using the product or service.
Although the offering itself is intangible, post-usage benefits are often tangible. Give examples of success stories to prospective customers. This will help build organizational credibility. Success stories are one of the strongest tools in a salesperson's arsenal. Also, customize the sales pitch to include the problems that the prospect is facing. Place the product or service as a solution to that problem.
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