| To Market, To Market--PART 2: Service Launches |
 |
|
Last month, we discussed strategies for effective product launches. Now, it's time to look at service launches. The best way to market and sell a service is to treat it like a product. In other words, you have to make the service tangible. Here's how:
1. Package the service. Put physical things in place so people can literally "touch" what you do. A great example is something that Shock PR, a Massachusetts public relations firm, does with its service. PR is not something you can touch, right? Or can you? The folks at Shock PR created "PR in a Box." Included in this package are items people can see and touch, such as the company's Start Up PR Training Manual, examples of written PR materials, tips sheets, and other resources. Shock PR calls it "a self- contained Do It Yourself Kit with everything in it you need to start up a basic PR program." Suddenly, a service that at first blush seems completely intangible is now tangible.
This is something you can easily duplicate. For example, if you're a copywriter, you might offer a downloadable booklet on your website that shows clients how to write effective sales letters. If you're a search engine optimizer, you might have a thought paper on search engine strategies for various industries. If you're a landscaper, you might have a "spring planting toolkit" that has tools and tips sheets for prepping yards and flowerbeds for spring.
2. Package your different service levels. If you present all your services a la carte at varying price points, you run the risk of confusing your customers. And if you expect your customers to proactively buy your services, you run the risk of leaving money on the table. By creating packages that are easy to buy and that cater to your customers' varying needs and budgets, you can sell more services and keep your customers engaged in the process of doing business with you. For instance, let's say you sell cars and offer pre-paid maintenance plans. Then you might create a high-end package that includes:
- Picking up the car for service
- Providing a loaner car for the day
- Changing the oil
- Changing the wipers
- Washing the car and cleaning the interior
- Checking hoses, pumps, and other moving parts
And then a lower-end, prepaid package that includes:
- A reminder phone call for service
- An oil change
- Wiper blade adjustment
Each of these packages caters to a different segment of your market but gives your clients a choice. When you package service levels, you typically would want to create three product offerings. Often, you'll see these presented as gold, silver, and bronze levels (but please, be more creative!).
Additional examples of service packages include customer support services for software or hardware products and consulting services for a large business vs. a small one.
3. Combine services to create a new offering. When buyers begin to see little difference between you and your competitors and start to focus on price, reposition your service by creating a new, more valuable service offering. This approach means you'll take several services that you and your alliance partners offer and combine them into one offering that's more robust. For instance, as a marketing consultant, you could join forces with a copywriter, a graphic designer, and a website developer to create a "Business Startup Success" package that provides marketing, branding, and website assistance.
Before you create a new offering, start by listening to what your customers are asking for and paying closer attention to their buying patterns. Make note of the times you're selling them two services or when you're having to bring in partners to help serve your customer needs. These instances offer you the opportunity to combine individual services into more profitable, valuable offerings.
4. Package a process. If what makes your particular service unique is the process itself, then you need to make the process come alive to prospects. The digital age makes this somewhat easy to do. Virtual tours can be an extremely effective way to make your process visual. Streaming video can also be effective.
For example, a business coach could have a video on his or her website that includes a snippet of an actual coaching session as well as seminars where the coach speaks. Suddenly the process of business coaching doesn't seem so mystifying-it becomes real because the prospect can see and hear it. Burn the video to a DVD, and suddenly you have a physical item to offer prospects and clients.
Remember, the key to successful service launches is to productize your services. Follow the strategies above, and you'll be well on your way.
|
| About Precision Marketing Group |
|
|
Precision Marketing Group helps companies make more money with their marketing. Call or email us if you are looking for practical marketing solutions, programs or advice that will move your business forward!
|
|
|
