Selling a High-Dollar Intangible

When you sell energy solutions, you’re selling a high-dollar intangible. Whether or not you can physically touch the chiller or the LED lights or the solar panel or whatever, you’re essentially selling an intangible because your customers aren’t really buying metal chillers, LED circuit boards, or silicon encased in large rectangular slabs. They’re buying the concept that their lives will be better in the wake of installing these technologies.  If that perspective is true – and believe me, it is – you have to ask yourself, “How are other intangibles sold?”