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
