Sales can be commodity like (Price, quality, terms) or highly conceptual (Something that doesn’t exist, that solves a problem the prospect doesn’t know she has.); technology sales tend to be close to the latter, requiring a different set of tools and skills. A commodity sale – say brokering a residential mortgage or selling a container full of soybeans – is highly competitive around price, quality and terms. The product itself is well understood. A conceptual sale – say a new piece of technology that will radically improve a factory’s productivity – is not well understood and competes heavily for mindshare and comprehension of the need it meets. This makes the technology sale challenging in a quite different way than other sales.
- Selling Intangibles – A Wealth of Common Sense
- Marketing Intangible Products and Product Intangibles – Harvard Business Review