According to “The Service Sector of the U.S. Economy,” anyone who joins the workforce today has about an 84 percent chance that they will be working in a service organization. This means that every day, millions of companies—including my B2B digital marketing agency, StringCan Interactive—attempt to sell billions of intangible things: services! Ever since I began managing and working in a service consulting industry, I’ve met a lot of people who own and/or work in service industries too.
Whenever we compare notes, it becomes obvious that service businesses have one main loss: since your services are intangible, your prospective buyers can’t evaluate a tangible product to help them make their buying decision. Buying something that doesn’t yet physically exist can feel odd and uncomfortable for your buyers, and this can cause many interested buyers to never take action. Make your prospective customers feel more comfortable buying your services with these tips I’ve personally learned throughout the years on how to effectively sell intangible services:
Improve Your Company’s Visual Aspects
Since you have few physical products for prospective customers to critique, it’s crucial that everything physical about your company is right on par. Allow your potential buyers to make visual connections with physical things that relate to your company. For example, since your website often forms your prospective buyers’ first impression of your company, make sure that yours is attractive and functional!
Also, keep your office appealing and organized so that every time a buyer walks in, they know that they are dealing with a structured and organized company. It’s also extra important for service companies to dress professionally and appropriately because your appearance helps serve as a reference point in their minds. At my digital agency, we always send an email to the team to notify everyone when a client (new, current, or future) is coming in. This way, we can make sure the office is spotless and we can be even more on point with how we dress that day. This has worked really well for us and could work for you too!
By focusing on these visual aspects, you can make it easier to sell intangible services by creating a strong, professional image that resonates with potential clients.
Build Relationships and Be Friendly
If you want your buyers to believe that your services are valuable, they first need to believe in you! Reach out to your audience and engage in conversation with them. Forming these relationships will help others learn to like and support your company, which can lead to no-cost brand advocates, more sales, and lifelong partnerships.
It will also help you form trust with your buyers so that they have full confidence in you and your company. Take advantage of social media platforms to connect your company with buyers and B2B businesses. Even right here on LinkedIn is a great place to start! Also, being a friendly and confident person online and in person can encourage interested customers to trust and buy from you. The more approachable and likable you are, the better people will respond to you. Building trust is essential when you sell intangible services.
Send the Right Messages
While it’s important to be friendly, don’t stray away from the fact that you’re also a businessperson. When you work in a service industry, it’s more important than ever that your prospective buyers believe that you take your job seriously. If your buyers don’t think that your job is your main priority, it will be much more difficult for them to buy a service from you. One way to show that you’re dedicated to your work and your company is simply by always answering your phone professionally rather than casually.
Also, prospective customers will definitely appreciate it if you can be easily available and flexible with meetings and phone calls. At StringCan, we make sure to send the right message by always “going the extra 1%” for our clients. Going that extra mile sends a message to them that we are dedicated to our work and services. Living by this philosophy has also helped us build trust with our clients. This approach is vital for companies aiming to sell intangible services effectively.
Monitor Your Actions
As most buyers know, a service industry becomes successful by taking the right actions, rather than by building the right products. Because of this, your daily actions matter more than ever! Smart potential buyers will read into how you handle certain situations and respond to them because these behaviors likely influence how your services perform.
If you don’t carefully read or respond to your emails, or if you’re constantly rescheduling meetings, these are red flags to customers. Do your daily actions reveal to buyers that you have a strong work ethic? Do you spend your time wisely and prioritize your tasks? Consider these questions to ensure that potential buyers will trust your actions, and they will trust your services more as a result. Consistency and reliability are key when you aim to sell intangible services.
Showcase Client Success Stories
One of the most powerful ways to build credibility and trust is by showcasing client success stories. When potential clients see real-world examples of how your services have helped others achieve their goals, it makes the intangible more tangible. Create case studies and testimonials that highlight specific outcomes and benefits your clients have experienced. This not only demonstrates your expertise but also helps prospective clients envision the value your services can bring to their own businesses.
For instance, HubSpot offers excellent examples of how showcasing client success can build trust and drive sales. Leveraging client success stories is a proven method to sell intangible services effectively.
Leverage Modern Technology
In today’s digital age, leveraging modern technology can greatly enhance your ability to sell intangible services. Use tools such as virtual consultations, video testimonials, and interactive presentations to engage with potential clients. These technologies allow you to provide a more immersive and interactive experience, making it easier for clients to understand and appreciate the value of your services. Additionally, consider implementing AI-driven chatbots on your website to provide instant responses to inquiries and guide visitors through your offerings.
Utilizing modern tools and platforms like Zoom for virtual meetings can provide a seamless way to connect with potential clients and demonstrate your services effectively.
Create Valuable Content
Content marketing is a powerful tool for service-based businesses. By creating and sharing valuable content, you can educate your audience and build trust over time. Write blog posts, produce videos, and host webinars that address common pain points and provide solutions related to your services. This positions you as an authority in your industry and helps potential clients see the expertise and value you bring to the table. Regularly updating your content also improves your website’s SEO, attracting more organic traffic and potential leads.
For example, the podcast Marketing Over Coffee offers great insights into creating valuable content that resonates with your audience and helps sell intangible services.
Offer Free Trials or Demonstrations
Another effective strategy to sell intangible services is by offering free trials or demonstrations. Allow potential clients to experience your services firsthand, even if it’s just a small portion of what you offer. This hands-on approach can help alleviate any hesitations they might have about investing in something they can’t physically see or touch. Free trials and demonstrations provide a risk-free way for clients to understand the benefits of your services and build confidence in their decision to work with you.
Final Thoughts
Selling services rather than physical products is a major challenge that service industries aim to accomplish almost every day. But thankfully, there are several ways for service companies to overcome this obstacle, including my favorite ones listed above. What’s your favorite tip I offered? Comment below!
