Companies that consider themselves to be vendors of tangible products 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?
People Purchase Services Differently From Products
Services buyers are influenced by past experiences and referrals. They lessen risk by observing early adopters and listening to opinion leaders and trusted mavens. They pay attention when raving fans tell stories that help them to visualize how the benefits would apply to them. These indirect marketing resources are very important because 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 Marketing Is Not The Same As Product Marketing
Generate and nurture early stage leads through referrals and SEO. After they discover you, make a great first impression by introducing them to your company's high quality educational content with photos and videos of radiant facilities, hygienic equipment and well-groomed personnel along with other physical proof such as location, reputation, certifications and efficient, courteous service. Then, make sure your content is ready for their next step in the buying process if they decide that they want to learn more. Your selling process will not begin until they are ready to raise their hand.
Services buyers expect empathy and assurance, so allow them to participate in buying decisions. Then, watch and listen for personalization needs so that you can tailor some aspect of your service for them. This includes pre-sales consulting, training and post-sale ongoing support.
Frequent internal marketing and training must motivate employees and channel partners to develop customer-centricity and to have the attitude and skills that are necessary for sustained customer loyalty. Create advantages through consistent, high satisfaction touch points and rituals.
Services can't be inventoried like products, so when capacity isn't used, you'll incur idle time due to demand that 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.
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