Marketing the unseen

In my career I've marketed everything from watches, to highly desirable Morso fireplaces and now the world's biggest underfloor heating supplier and the most environmentally conscious, Danfoss.

What have been the differences and the similarities in marketing each?

Reason and intellect

Marketing an unseen product is about reason and intellect; the benefits of the product need to be explained to the buyer in a simple and complete manner.

In marketing something visible, such as a watch or fireplace, the client makes an emotional decision. The consumer is attracted to it first by what it looks like and the sale can then be confirmed by highlighting aspects about the product - that it's smart, efficient, has a good warranty, as examples.

In visible marketing such as a watch or fireplace, people are less likely to be influenced by recommendations from friends than in marketing unseen products such as underfloor heating, where word of mouth is one of the most powerful forms of selling and this of course, demands that after sales service has to be top-notch.

In the past, people may have bought one watch and expected it to last a lifetime or for many years; today, watches are fashion accessories. Many people, especially men who are limited in jewellery options, will have a number of watches for work, sports and perhaps casual wear. Some inexpensive watch ranges are unashamedly disposable, if it breaks, it's cheaper to buy a new one, although very expensive watches are often heritage pieces that can get passed down in families and may have longer warranties.

Keep in mind

There are some things to keep in mind when marketing a product that the public cannot see or if they see it, they cannot relate to it, such as the cables of underfloor heating:

• Down sell: you'll earn less but have a happier client who is more likely to tell others.

• Be ethical: it ensures credibility and less returns or complaints from unhappy clients.

• Educate the client: point out achievable cost savings, how to work the product optimally and if it can be included in other aspects of living.

• Understand the client: are there side benefits they are interested in?

• Sell the right thing: don't be interested in a quick buck. Rather sell a more economical product for the client than push your most expensive line just to boost turnover. In today's economic climate everyone is looking for cost-efficacy.

And be passionate about your product. If you are, the client is more likely to pick up on that enthusiasm which makes marketing and sales a whole lot easier.