All Companies Provide Services

Inseparability of the service provider from the service itself challenges people to make objective buying decisions since experience can only be judged during and after service delivery. Services buyers are influenced by past experiences [their own and others whose opinion they trust]. They pay attention when raving fans tell stories that help them to visualize how the benefits would apply to them. Indirect lead sources are key.

Services Marketing Vs. Product Marketing

Create advantages through consistent, high satisfaction touch points and rituals. Make a great first impression by introducing new prospects to your company through concise, timely and relevant educational content with photos and videos of radiant facilities, equipment and well-groomed personnel along with other proofs such as location, success stories, reputation and certifications. Then, make sure your content portfolio is ready for their next step in the buying process if they want to learn more.

Frequent internal marketing and training will motivate employees and channel partners to have the 1to1 attitude and skills that are necessary for recognizing buyer types, differentiating their wants and needs, and customizing solutions for each.

Your selling process may begin when a prospect raises their hand and no sooner. Services buyers expect efficient, courteous service along with empathy and assurance, so allow them to participate in buying decisions.  Watch and listen for personalization needs so that you can tailor some aspect of your service for them.

Services can't be inventoried like products, so you may incur idle time when demand fluctuates according to day of week, time of day or season. Adjust pricing and bundle or unbundle features to optimize capacity when demand is low. Use idle time for training.

Even Product Marketers Offer Services

Tangible product vendors can differentiate themselves through pre-sale consultative services, training and post-sale support. Why not allow these services to differentiate your company as you present a total solution to your customers and prospects?

Do you think this applies to your business? If not, I’m interested in knowing why.

By John Bernardi