What You're Ultimately Selling Is Something Very Intangible.I once saw life coach Tony Robbins on TV, and he spoke along this line, that customers are purchasing an experience. This means that they are pretty much seeking a feeling or emotion when they shop.
I was purging my files and ran across this gem, on a snipped piece of pink paper. Don't remember from where I got it, and I believe it refers to interaction with potential customers on the sales floor. You will see, though, that it is important to understand for any type of selling:
Selling is a dialogue, sometimes very short and to the point; other times a bit longer because it's a different customer with different wants. It's during these selling conversations that you have the chance to turn visitors into customers and customers into loyal shoppers. However short or long the time with customers, you help them make buying decisions about what they want for themselves, relatives, friends, and their home. What you're ultimately selling is something very intangible.
When customers buy business suits or outfits for casual Friday, what they're really buying is professionalism and self confidence. When a customer buys cosmetics, she wants to feel good and look good. When shoppers buy wedding gifts, graduation gifts or Christmas gifts, they are buying good feelings and goodwill. Customers want to feel good when they shop!
For the creative, no matter how we sell or what, it is important to remember that customers are seeking an ambience, a favorable and compatible environment. That's why branding is so important, as well as business collateral, tone of writing and speaking, attitude, attention to detail, confidence, thoroughness, compassion and the ability to relate, etc. All of these contribute to presenting the experience that your customers are seeking. Learn the difference between shoving a product or service into your potential customers' faces ~versus~ delivering a great experience.