Intangibility:

Services are essentially intangible, hence a customer cannot be given a sample to taste, feel, smell, see or hear before purchasing is done. For this reason, the marketers must sell benefits of services and not features or services in the promotional programmes. This means that instead of emphasizing the service itself, emphasis must be on the service benefits.

Some examples of benefits include the following: -

• An insurance company sells service benefits such as payment of a child's college expenses or a retirement income of some good money or income per month.
• A telephone company may also sell to the business users the benefits of suing long-distance calling to reduce selling and inventory costs