Making the Intangible Tangible

 

 

During the first few minutes/hours/days after making a buying decision, many new clients start second-guessing themselves. What's really happening is that their focus has shifted from the benefits they are excited to gain to the loss of their security (aka money).

 

This is called "buyer's remorse."

 

It's an important part of your job as a sales pro to head off buyer's remorse by preparing the client for it in advance. This can be a bit of a challenge when your product is intangible or is not immediately available, but it can be done.

 

The intangibles I'm referring to are products such as insurance, advertising, marketing plans, education, or services such as janitorial, landscaping or pool cleaning. It can be tougher to build value in the clients' minds because the positive benefits or results from these intangibles must imagined or envisioned. Some buyers aren't all that good as using their imaginations.

 

As a sales pro, your goal is to enable the buyers to "experience" the benefits by helping them vividly picture the results. Here are a few examples:

• "Just think how well you'll sleep tonight knowing that you've secured your children's future should something unfortunate happen."
• "Close your eyes and see yourself coming home from a tough day at work and walking into a home that's clean--with all the beds made, the trash removed, and the baths and kitchen sparkling. You will be able to kick off your shoes and relax--instead of feeling like your home is your second job."

Notice that neither example mentions money. The focus is on what the buyers will receive, not what they will be giving up in order to get it. When they get and stay focused on what they will gain, you're more likely to close the sale and keep it closed.

 

The gain of benefits that are desired or needed by the buyer is a powerful motivator toward the buying decision and a method of preventing buyer's remorse.