¿Cómo Vender un Servicio a un Cliente B2C?

Selling services represents a unique challenge in the commercial world: how to convince someone to buy something they cannot physically touch, see or try? This challenge is particularly relevant in the B2C context, where we must directly persuade the end consumer. The key is to transform the intangible into concrete benefits and visualizable experiences, creating an emotional connection that drives the purchase decision.

How to make the intangible tangible in the sale of services?

The main challenge when selling services is precisely their intangible nature. Unlike a physical product that the customer can examine before buying, a service is a promise of value that only materializes after the purchase. Therefore, the fundamental strategy is to help the customer visualize the "before and after" of acquiring our service.

This approach is known as "job to be done" or the purpose of the service. It is about clearly showing:

• How the customer is currently doing (point A)
• How he/she will be after acquiring the service (point B)
• What concrete benefits they will gain from this transition

Practical cases of service tangibilization

Insurance

In the case of an auto insurance policy, we are not really selling a policy, but rather:

• Peace of mind against possible accidents
• Financial protection against unexpected expenses
• Security for the client and his family

It is important to show realistic scenarios: "In a city with heavy traffic, accidents are frequent. Without adequate insurance, you could face significant expenses if your car is damaged or if an accident occurs". It is not about selling with fear, but about exposing realities and offering solutions.

Education

In educational services, the focus should be on transformational results:

• New skills that the customer will be able to develop.
• Career opportunities that will open up
• Return on investment superior to other alternatives

People do not buy education for its own sake, but for what they will be able to achieve because of it. The service is simply the vehicle to their goals and aspirations.

What kind of sales team do I need to sell services?

Selling services requires a consultative rather than transactional approach. The salesperson must become a consultant who deeply understands the customer's needs in order to offer customized solutions.

Key sales profiles

There are mainly two salesperson profiles that can complement each other in the process:

1. Hunter: Specialized in getting new customers, initiating cold conversations and generating opportunities.

2. Farmer: Focused on maintaining and developing relationships with existing customers, with a more consultative approach.

Although these profiles have different strengths, all business skills can be trained. A good service salesperson should develop skills to:

• Initiate effective conversations
• Perform consultative selling by identifying needs
• Close sales in a timely manner

Team structure according to the sales cycle

The organization of the sales team will depend largely on the length of the sales cycle:

• Short cycles (up to 3-4 months): one person can handle the entire process, from prospecting to closing.

• Long cycles (more than 4 months): It may be convenient to specialize roles, with hunters generating leads and farmers closing and maintaining relationships.

This division also facilitates performance measurement in long sales cycles, as in the case of long-term educational services (master's degrees, for example).

Why do people buy services?

Understanding buying motivations is fundamental to structuring an effective sales strategy. People buy services for two main reasons:

1. To solve a specific problem: They need a solution to a current situation that is inconveniencing them.

2. To satisfy an emotional need: They seek a change in how they feel or how they are perceived.

For example, someone could be transported in any vehicle, but chooses a Ferrari because of the emotional need for status and recognition. Similarly, a service can be sold not only for its functionality, but for the experience and emotions it generates.

The key is to identify whether the customer is looking to solve a practical problem or satisfy a deeper emotional need, and tailor the selling approach accordingly.

Selling services requires a strategic approach that transforms the intangible into concrete benefits and visualizable experiences. By deeply understanding customer needs, properly structuring the sales team and making the benefits tangible, we can overcome the challenge of selling what can't be touched. What services have you purchased recently and what convinced you to take the plunge? Share your experience in the comments.