Sales Managers: How to train your team to sell intangibles

Selling the Intangibles: Why This Is Where Sales Are Being Won (or Lost) Right Now

If you’re a sales manager, you don’t need another reminder that sales are harder right now.

Traffic is lighter.
Customers are more cautious.
Price pressure shows up earlier and more often.

And what I’m seeing everywhere is this: Salespeople can still sell the product — but they’re hesitating on the conversations that actually protect margin.

So let's talk about it!

I recently hosted a live session for sales managers called

Selling the Intangibles: How to Train Your Team to Sell What Customers Can’t See

Where Sales Conversations Are Breaking Down

Most sales teams don’t struggle with effort. They struggle with confidence around things that aren’t tangible:

• Protection and accident coverage

• Financing

• Appointments and next steps

• Design services and sketching

These aren’t things customers walk in asking for. They require introduction, context, and intention.

What I see managers dealing with is this pattern:

• Salespeople “bring it up” but don’t sell it

• Objections come up, and the salesperson agrees with them

• Margin quietly erodes, one deal at a time

None of that gets fixed by reminding people to “try harder.”

It gets fixed by training and coaching differently.

What This Training Focuses On

In this session, we look at intangibles from a sales management perspective — not a sales script perspective.

We talk about:

• Why intangibles must be introduced before you ask for commitment

• The difference between offering something and actually selling it

• How salesperson thinking contributes to stalled results

• What sales managers can do in real time to interrupt weak conversations

• Why objection handling starts with questions, not explanations

This is the work that matters most when customers hesitate.

When traffic was strong, teams could afford to miss this.
In today’s market, they can’t.

This Is the Work of Sales Management Now

When sales slow down, the gap between average teams and strong teams widens.

Strong teams:

• Sell profit, not just product

• Use financing strategically

• Set and keep appointments

• Don’t give margin away by default

And that doesn’t happen by accident. It happens because sales managers know what to coach, when to coach it, and how to reinforce it consistently.

That’s why this session is part of a broader series of sales manager trainings I’ll be hosting throughout 2026.

You can learn more about upcoming sessions here: www.onexone.com

For Sales Managers Who Want a Complete System

Many of the conversations in this training are the same ones that show up inside my Sell It or Schedule It™ Sales Manager Training Program.

This is a 20-week, structured program designed for sales managers who need:

• A clear sales operating system

• Confidence coaching profit conversations

• Tools for running effective huddles, observations, and performance meetings

• A way to develop skill instead of constantly rescuing deals

If you want to learn more about the program, you can do that here:
👉 Sales Management Program

And if you’d rather talk it through, you can schedule a conversation with me here:
👉 FREE CALL

If you’re responsible for developing a sales team in this market, I strongly recommend starting with the replay.

It will give you clarity — not just on what your team is doing, but on what you can do differently as their manager.