We’ve all been there—on the receiving end of a sales pitch that felt more like a performance than a conversation. You know the type—fast talk, slick words, pressure to commit. And if you’re anything like me, you probably tuned out or walked away.
But selling a non-tangible product—like a service, an experience, or a membership—isn’t about pressure or persuasion. It’s about connections. Because what we’re really selling isn’t a product, it’s a feeling. It’s a solution. It’s a promise. And people don’t buy promises from people they don’t trust.
So how do we do it differently? How do we sell with authenticity, with excitement, and—most importantly—with heart?
First: Get curious, not pushy.
Your first job isn’t to pitch—it’s to listen. Ask real questions: What does the
person need? What do they struggle with? What would make their life better?
When people feel seen and heard, their defenses drop. They stop expecting a
pitch and start seeing you as a partner. That’s when real magic happens.
Second: Paint the picture.
Non-tangible products are tricky. People can’t see them or hold them, so
you’ve got to help them feel it. Tell stories. Share testimonials. Show them
what life looks like with your solution in it. And don’t be afraid to be
specific. “Imagine being able to solve that problem in less than 24 hours,” is
a lot more powerful than “We’re fast.”
Third: Share the ‘why’—yours and theirs.
People don’t connect with products. They connect with purpose. Why do you
believe in what you’re offering? Why do you do what you do? And then—
what does this offer help your customer achieve? Tap into that deeper
motivation. If you’re selling business services, maybe you’re not selling a
platform—you’re selling someone peace of mind at 2am. That’s powerful.
Fourth: Make it human.
This is where relationship selling shines. Follow up—not to check a box, but
to show you care. Send a helpful article. Make an intro. Celebrate their wins.
Show up for them before the sale—and they’ll trust you after. Relationships
don’t need a hard close. They naturally lead to next steps.
And finally: Get excited—and let it show.
Passion is contagious. When you’re genuinely excited about how your
product or service helps people, they feel it. They lean in. They start to
imagine what’s possible. That’s not manipulation, that’s inspiration.
So, if you’re selling something intangible, the most unique tactic you can use
might just be the most human one: care more. Connect deeper. Build trust
before you ever talk about features. Because in the end, the best sales don’t
feel like sales at all. They feel like conversations that lead to solutions—and
relationships that last.
Thank you,
Jeffrey Reich-Hale
- Unique Sales Tactics: The Power of Real Connections - April 25, 2025