MODERN SELLING
Intangibility: the problem
with selling services
By Robyn Haydon
P
rofessionals are in the
business of selling services. In
educated, developed nations
like Australia, services are a defining
part of our economy and how we
will create our future. The services
we deliver underpin the economic
14 ModernBusiness
November 2016
growth of our nation. A World Bank
study showed that in high-income
countries, services represent 66%
of GDP compared with only 35% in
low-income countries. In Australia,
services employ more than 8.6
million people, representing 76% of
all employment.
As the people who deliver these
services, we understand how
essential they are. Services are
part of making products; making
buildings, bridges and rockets to