subject: The Keys to Selling Intangible Services [print this page] The Keys to Selling Intangible Services The Keys to Selling Intangible Services
Intangible services are among the most difficult items to sell to customers, since the absence of an actual product raises doubts in the minds of most consumers. Even once an intangible service has been provided, many consumers are unsure of precisely how good the service really is, when compared to other providers. Here are four keys to selling intangible services effectively:
Use testimonials - For established service providers, testimonials are among the most effective marketing messages which can be used with potential clients. Probably the biggest change to the use of testimonials has been a recent decision by the Federal Trade Commission. This decision states that testimonials used must reflect the results for typical consumers of your product or service; it is no longer acceptable to only use clients with extraordinary results (disclaiming these in fine print) and then represent them as being the average result after usage. For most ethical service providers, this should not pose too many difficulties. Nevertheless, referrals remain extremely powerful when selling intangible services, even with the recent Federal Trade Commission ruling.
Get referrals - When delighted clients are willing to send new clients to your business, these can be some of the easiest sales you will ever make. It is worth rewarding these delighted clients who send new business your way-- after all, these new clients can provide referrals as well, although at some point, the quality of new clients being referred generally decreases. You should always ask for referrals from your clients, preferably immediately after obtaining great results for them. There is very little to lose from asking, and much to gain, even from a small increase in the overall number of referrals.
Discover hidden buyers - Sometimes, the customer who purchases your services will not be the final consumer. In these instances, it is important to appeal to both the initial customer's needs, desires, and preferences, as well as those of the final consumer or user of the services. Alternately, sometimes there will be gatekeepers or other access control buyers who are hidden, yet must be satisfied first, before the opportunity to make the sale is allowed. These customers can not make the sale happen, but they can kill it if you do not meet their standards.
Become certified as an expert - Special certifications can go a long way towards reassuring buyers of the intangible that you are a competent provider who can be trusted. This is a simple step, but definitely not one which should be overlooked.
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