Some products are fun to sell because consumers are interested in buying them. Cars, expensive jewelry, wedding flowers, travel, interior design services and beautiful outdoor kitchens are great examples of things consumers dream about, save for and look forward to buying. They browse website and magazines looking for ideas. They compare notes with friends before, during and after the purchase.

Unfortunately, not every product generates that level of excitement among prospective customers. Unsexy products like heating and air conditioning, insurance and dental services are products which typically don’t have clients jumping out of bed in the morning saying: “Oh boy! Today I get to buy that  …. I have been dreaming about.”

So how do you, as a marketer or salesperson in these product categories, engage customers who are not very excited? In these cases, the customer is going to buy the product or service because they need it so the only question you really need to answer is why they should buy from you. The trick is to get them excited about your brand and company even if they aren’t excited about the product. You can do this by shifting the focus of your marketing away from the product itself to tell a broader, and more human story.

Become good corporate citizens

Sponsor community events. If your target audience is comprised of families, consider supporting a local sports team or ice cream social at the neighborhood elementary school. It is hard not to like someone who is handing out free ice cream cones.

Create a service provider directory. Look beyond your business and think about all the things your customers might need. If you are focused on homeowners, think about other services your customers might need and create a home services directory. This mini “Angie’s List” alternative should include a list of other professionals you are comfortable recommending. Print it up and hand it to prospects as part of your proposal. If you send the proposal via email then include links to the other websites. If you are printing, get creative and ask other companies listed in the directory to share the cost and distribute it to their prospects as well. It is a win for customers, your referral circle and you.

Share information your audience needs – Creating a baby sitter safety manual or simply sharing safety tips on social media are great ways to position your company as one that cares about people. Topics might include what to do if someone is choking or has ingested something poisonous or what to do during extreme weather conditions such as a flood, hurricane or tornado. Create an electronic version which can be downloaded from your website, and you will grow your email list while you improve how customers view your company.