Every company executive knows that the key to a successful business is the correct marketing strategy. However, depending on the type of company (service or product) you need to use different approaches in its development. Unlike a product, you cannot see, touch and return some service. Therefore, first of all, you must allay the fears and doubts of a potential buyer. Service marketing specialists recommend the companies to equip their salespeople not with brochures, but with success stories of projects and positive customer reviews.
Features of service marketing
The sales cycle for a service is usually longer than for a product, and the main, most important role in taking a decision to purchase it is not the properties of the solution being sold, but the benefits from its use and the relationship between the buyer and the seller. Other things being equal, the vendor who has established a friendlier and trusting relationship with a potential customer gets a vendor.
When buying a product, the buyer pays attention to the quality and the properties of the product, while when buying a service, the skills and reputation of the sellers are assessed. Therefore, service companies must think more about creating a favorable image of sales and a company’s positive reputation than about advertising, which can work faster to promote products.
Product marketing is focused on the number of sales, while service marketing is more individual. If for a grocery company, marketing is mainly focused on increasing brand awareness, then for a service company, most marketing work focuses on customization of offerings and presales.
The effectiveness of service marketing can be easily monitored by the number of customers that decided to use this service, the size of the average check, positive reviews, and sales.
Learn more about the ways of making this type of marketing more effective.
Work with the customer base
In case, you want to promote your service, contact one of the best marketing agencies like Adrenaline Studios. The specialists there know that one of the main tasks of service marketing is to work with the customer base constantly. This work consists in maintaining customers’ loyalty, understanding their needs, as well as constantly analyzing their behavior (visits to the service), tracking the response to special offers, accounting for hours of service loading, etc. When working with a client base, the company can focus on those people who need to get these services urgently. When placing direct advertising it is difficult to target and segment an audience. It is important not only to analyze the customer base and their behavior but also to track the load factor of the service and try to form a customer opinion.
Communication with customers
It is very important to find and use the right channels of communication with customers. At the moment, the main ones are customer service calls and SMS distribution. The company selling the services must not ignore such an effective channel as e-mails. The email addresses of the clients must be in the base of the company.
Only a trusted company can attract more clients. The best channels here are forums and sites with reviews. It is important to understand the number (better in percents) of negative and positive reviews and react to them. Advertising campaigns are also very significant.
The quality of properly organized service marketing affects the competitiveness of the product, contributes to the increase in demand and the prestige of the company.
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