The Intricacies of Selling the Intangibles

Posted on March 06, 2020

Ryan Stewman



I’ve been a health and fitness coach for 18 years now. I remember starting out thinking “I just want to help people get fit.”


It’s the downfall of so many because at the time we don’t realize we must become master salespeople in order to build a thriving business.


Not only that, we must master the art of selling something that tangibly does not exist.

When I talk to a prospect about fitness and nutrition coaching, I’m ultimately selling a vision. When they hand over their payment information, they may get a welcome packet, and maybe a t-shirt or hat.


However, what they’re actually paying for does not get packaged up in a box. They can’t drive it off the lot. They can’t DO anything with it.

The Intricacies of Selling the Intangibles

What they are purchasing is trust in the desired outcome.
They are putting faith in me to deliver a result which I have told them is possible.

Many of you are in the same boat.

Insurance of all kinds, coaching of all kinds, consulting, speaking, therapists both physical and mental…all these fields are selling something you just can’t put your hands on.


Ultimately, we all want to feel good about what we spend our money on, and when our clients cannot hold our product in their hands, we must make sure they feel AMAZING about their purchase.


Even though our product may not be tangible, there are some key strategies to the sales process to insure a great experience for the client.

1. Proof

People want to know you’ve done it before, and have a track record of success. In this day and age, social media is your friend. Whether you use personal or business accounts, make sure you’re compiling a history of success stories, happy customers, and great reviews.


It’s almost become a default approach to vet someone out on social media before making a buying decision. If I’m buying insurance, and I see praise from clients, 5-star reviews, and educational content to edify your knowledge of your industry, you move to the front of the line.

2. Content

If you’re reading this, chances are you are utilizing (or at least, should be) social media for brand awareness. People want to know you know your shit. Let’s say I’m looking for a business coach, and I’m comparing two individuals.


One of them has a Facebook feed full of cat pics, a quiz about what kind of fish they are, and derisive political articles. The other also has cat pics, but in addition, articles pertinent to their industry, frequent videos to educate the average person, and have positioned themselves as an authority in their field. It’s not hard to figure out who most people will gravitate towards.

3. Transparency

This should apply to all businesses, but especially in these cases. As much as you can, let your prospect know exactly what to expect and the details of the next steps. Put as much as you can in writing, and have the information readily available.


Make a list of questions you know are important to potential clients and answer them before they even ask.


These may seem like simple things, and they are. But the truth is most people selling intangibles are not doing them, and if they are, it’s inconsistent at best. Implement these strategies over the next 90 days, and I know you will reap the rewards.


Aaannnddd GO!

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