Is it Worth Selling Intangibles?

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Be wise not to spend too much time on the intangibles of a deal. You need to focus on the core of your solution. Not everything is an intangible in the eyes of the client. In fact, many times a customer doesn’t see intangibles to be of great value. The client is focused on their core challenge and is looking for a solution to satisfy that challenge. In other words, sell the value of your solution not the fringe benefits.

There are times however, when that little bit of creativity will put you in the winners circle. In fact if you can convince the customer that your intangibles are something that should be part of their core solution, you can really separate yourself from your competitors. The intangibles can become key differentiators.

Intangibles can be anything you include or highlight in the deal. Get creative while selling intangibles. Perhaps there is something within your product or delivery structure that would benefit an individual on the decision making team. Maybe your product has features that the customer will require sometime down the road. Try tying your solution to their overall corporate objectives and not just the line of business you are dealing with.

Selling intangibles is not technically different from the sales process you exercise while selling your core solution. You must make sure you take the customer perspective and understand their needs up front. Once you understand their needs only then can you connect the value of your creativity around the intangibles. Do it right and the customer will perceive the intangibles as part of the core solution.

Remember, you might think your solution has a terrific feature but if it does not address your customer needs it is not an intangible of any value. Don’t focus on it if the customer has little or no interest. Focus on what matters to the customer. The core value of the deal is where you will win nearly all your deals and close the sale.

Thanks for reading.

Good selling.

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