Selling Intangibles Starts Earlier Than You Think

This is the first in a series on Selling Intangibles. The specific intangibles I’ll be referring to are appointments (defined as a scheduled meeting—in the showroom, onsite, or using technology), accident protection, and financing.

Intangibles are different. They require an introduction to the concept before the request to take action.

As sales managers, we often say, “Bring it up early and often.” That’s accurate—but what do we really mean by that? Do we demonstrate and practice that process, or do we simply tell people to do it and hope for the best?

To sell intangibles like appointments, protection, and financing requires introducing the buyer to the concept prior to asking them to make a commitment to it. Bringing it up early means bringing up the idea so the buyer has a chance to become familiar with it.

For example, to introduce the concept of an appointment prior to scheduling one, a salesperson might say:

“Since we have 30 minutes together before you need to leave, let’s make our time together matter and accomplish whatever we can, and we can talk about the next steps needed to complete this project before you leave.”

All intangibles have to be sold.

Many salespeople make the mistake of believing that introducing an intangible to the customer is the same as selling it. It’s not. Offering it isn’t selling it—it’s just offering it.

Selling intangibles requires a level of intentionality that’s greater than selling tangibles, because the process is more complex. As salespeople, do you go into the interaction intending to close on one of those intangibles? Are you prepared to do that by paying attention to clues that tell you which outcome—the sale or the appointment—you’ll be directing the interaction toward?

As sales managers, are you preparing the sales team for the engagement and letting them know how you’ll help them close on it?

Take a look at your own performance with these intangibles. Whether you’re a sales manager or a salesperson, ask yourself:

Are you using an intentional precursor before asking the buyer to commit?

Action to Take This Week

• Pick one intangible you want to improve (appointment, protection, or financing).
• Write down the exact language you use to introduce the idea before the ask.
• Listen to or observe two real interactions and notice:
  Did the idea get sold—or simply offered?
• As a manager, role-play that precursor language with your team before the next selling day.

Let’s have some fun with this series.
Mastering intangibles is a game changer.