How to sell intangibles in eCommerce

It is difficult to convince someone to buy something that is not seen. Products or services that customers cannot touch physically, such as software, insurance, advisory services, design… and that, in this case, we also market through the Internet. Selling intangibles face to face has the benefit of warmth in human communication. But what about online? How to better convince and seduce potential buyers? How to sell intangibles?

These tips can help you:

1. Communicate the details of the service clearly and transparently

Potential customers tend to fill in the facts they don’t know about a brand with assumptions and imagination. Therefore, it is important that the intangible you sell is described in detail in the online shop. Do not leave room for doubts. Offers statistics of satisfied users. Share explanations from the company’s professionals. Post videos with service demonstrations, comparative tables. Have a clear breakdown of everything that can lead them to decide to buy from you.

All you can clarify increases confidence and reduces the feeling of risk that accompanies the intangibles.

2. Inspire with emotional communication

Even where the buying and selling style is different, they should. Present your products and services with genuine passionwith humanity and you will reach the audience more effectively.

It seems that we buy logically but it is not true. Emotions are behind our purchases with a greater weight than logical aspects. It is important to know the feelings (expressed and subconscious) that the shopping experience awakens in your customers. Investigating how you can modify and better influence the purchase decision based on it is essential to advance in the process of knowing how to sell intangibles online.

3. Do personalized marketing

With all of them available, it is easy and timely to strive to personalize communication with the client and business contacts as much as possible. The user needs to perceive our concern that he get the best. We must anticipate their needs. Serve and respect them. Recommend the most appropriate to your tastes and needs. It is a win-win process, where we conquer it by looking into its eyes (even if they are virtual), calling him by name, asking and listening.

4. Multiply customer testimonials

Testimonials help build credibility about a product. It is an effective form of persuasion and does not fall on you but on the experience that others have had. Testimonials must be associated with each service or product. They must be consistent, credible and offer as much information as possible about who gives their opinion (name and surname, photo, company, product or service that they contracted…).

When considering how to sell intangibles, it is convenient to make efforts to try to increase the market share, but even more so to find how satisfy current customers. Focusing on the customer must be the priority.

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