If you’re selling anything related to consulting, education, or training, you’re selling something intangible.
What intangible means is that it cannot be touched or held. A physical item is something tangible. Take for instance a car, a car can be physically touched.
Consulting, education or training cannot be touched or held inside your hand; that makes it intangible — something invisible.
The cost of selling something intangible
Selling something intangible also comes at a cost.
The cost is that people will find it harder to initially believe that you can help them.
This is because they have nothing to go by. Again, nothing to hold in their hand and nothing to physically touch; because it’s not a physical product.
I’m sure you’ve held an Apple product in your hand before, there’s a different feeling. It feels premium. That’s why people would go after Apple products — because it associates them with a premium brand. It makes them feel good.
This is why knowing the distinction between intangible and tangible products is important.
Because it gives you insight into how you need to market and sell the product.
How to sell intangible products
Simply put: You sell something intangible by making the service visible.
What do I mean by that? It means that if you are selling consulting, training, or educational products, you will have to make the first move and demonstrate the level of your expertise through your content.
The mistake is believing that people will just believe and trust that you can deliver on the promise you are making to them, based on a sales meeting. It doesn’t work that way anymore.
You’ve got to demonstrate to them that you are actually world-class.
“Selling” is not something linear, and buyers know they have options and they will prioritize those options based on who they believe are best qualified to help them.
How will they know if you never demonstrate it?
Difference between online demonstration and content creation
Now, there is a difference between “posting content” and “online demonstration”
Posting content can feel like a very generic activity. Other professionals would conclude that “there’s so much content out there that they don’t know what to post about.” This is a real concern.
People copy and paste other people’s “top 10 ways to…” or “5 things to get…” content posts.
Most of the points inside those content pieces are so washed out and boring that people just skim over them.
When it comes to online demonstration, you’re also focused on educating people, but —
There is a stronger focus on how that information is packaged and communicated. < This is so important to understand.
Here’s the thing: Your market has most probably heard the points that you want to bring up in your presentation; good demonstration also focuses on saying things better; communicating better.
You’re not simply “sharing information,” you’re creating a superior experience with the lessons you share.
So aspects like these are emphasized more now:
- Your level of teaching ability
- Your level of communication
- Your delivery - how you present and speak
- The quality of your illustrations and stories etc
When you combine all these with PERSONALITY, you create a better experience.
These skills give you leverage when it comes to creating a stronger connection with people, building relationships, and establishing trust.
These components matter a great deal inside client acquisition.
Onward.
— Justin
Justin Booysen