Service providers face a unique problem in that the deliverable is intangible or ‘invisible.’ Unlike tangible products, invisible products are impossible to ‘test drive.’ Harry Beckwith, in his 1997 book, Selling the Invisible, defined such offerings as those whose value can’t be demonstrated or fully appreciated until after they’ve been delivered. Service providers and professionals therefore have to rely on past examples of their work, referrals or other ‘representations’ of their offering to convey value. This attribute creates a number of challenges, principally in differentiating and branding their offerings. If you can’t see a lawyer’s work product until after it’s delivered, how does a client know what they’re getting? The challenge is to translate what you ‘do’ into a ‘deliverable,’ with specific features and benefits. We call this ‘productization.’ Here are some of the characteristics of a ‘productized’ service:
1. Nomenclature. Give your service a name. Edelman Public Relations calls their product “Business Advantage Marketing” (BAM). We’ve used the acronym “APEC” to describe a variety of processes, including Assessment, Planning, Execution and Control or Advanced Personnel Evaluation and Counseling, to name two. We’ve used the acronym “MAP” for Marketing Action Plan. Names give services and process greater definition and the potential for unique branding.
2. Visualization. Although a document such as a brochure may not seem as product-like as a toaster oven or screwdriver, it can visually represent a process. Charts, graphs and diagrams, help give tangible meaning to a process or service. Even if the process may be similar to a competitor’s offering, the visualization of the process can be unique.
3. Attributes. Whether it’s a particular set of stages, formats, content components or other organizational or design elements, products have features or attributes that allow you to define them and distinguish them from other products or processes. By using diagrams, for example, you can demonstrate and differentiate an attribute like ‘turnaround time’ or ‘integration’ as a specific deliverable tangible benefit.
4. Fungibility is the characteristic that the service product can be delivered largely without regard to the person delivering it, without changing the essential nature of the product or service. Although every sales person who works for IBM is a different individual with a distinctive style, there is something about their process of selling and the experience they provide that is distinctly “IBM.” Their selling method is fungible.
5. A problem. Great service products are solutions to problems. Whatever form of service product you provide, the bottom line is that its value is related to the degree to which you can reduce or eliminating some problem or pain.
Dan Droz is Chairman and CEO of Droz & Associates: Marketing, Branding, Design, Public Relations, Advertising, Web Design, Interactive Marketing for Pittsburgh and surrounding regions.
Monday, June 30th, 2008
Branding, Marketing, Pittsburgh, Public Relations, Uncategorized No Comments
All marketing techniques rely on a single overarching methodology: ongoing communication. All relationships depend on it.
So, there are eight words that, if you can master saying them, will enable you to communicate your value, your concern and your capabilities. Here they are:
“Let Me Put You On Our Mailing List.”
Whether it’s their snail mail address or their email address, having someone’s address is the only way you’re going to be able to communicate, educate, inform, and tangibly express your value. With these words, you can open doors and leverage your valuable relationships with your clients, referral sources, networks and targeted audiences.
And Once you get that address, communicate. Communicate to create greater client loyalty, repeat and cross sell opportunities. Communicate to create more referrals. Communicate to create more awareness to prospects.
Dan Droz is Chairman and CEO of Droz & Associates: Marketing, Branding, Design, Public Relations, Advertising, Web Design, Interactive Marketing for Pittsburgh and surrounding regions.
Friday, June 20th, 2008
Interactive Marketing, Marketing, Pittsburgh, Sales No Comments
Five Prospecting Techniques
Prospecting refers to the process of creating awareness, interest and motivation directly with prospective customers without intermediary referral sources. Prospecting tactics include networking, advertising, public relations, direct marketing and seminars. Here are some ways to do prospecting efficiently.
1. Target Carefully
Targeting means making a marketing investment in as few qualified prospects as possible. Nothing conserves prospecting dollars better than targeting. Nothing uses dollars faster than a lack of it. If you’re going to join an organization for its networking potential, be sure that the network has a large number of potential clients before you make the investment in time or money. If you advertise, have a professional choose the media, so you’re assured of reaching people who will be most receptive to you.
2. Ask for Business Cards
The business card has become the Rodney Dangerfield of marketing methods: It “don’t” get no respect. Business cards are a substantially under utilized prospecting technique. Everyone has them, but hardly anyone knows how to use them effectively. The principle technique for giving cards is to first ask for the other person’s. You will probably be asked for one in return. Use your card to give other people names of restaurants or other spur of the moment information.
3. Media Relations
When you’ve done something worth touting, tout it. Make sure you have a good photo of yourself available all the time, and make a list of both consumer and professional press contacts you would like to contact. Short paragraphs about a case or community activity in which you’re involved can give you potential exposure to a target audience. In addition to the placement in a publication, Media relations can be of enormous benefit as a reprint. In fact, reprints of favorable articles make great mailings to clients and can be bound in a notebook in your reception area, so they can continue to work on your behalf.
Another form of media relations would include online newsletters. There are a number of newsgroups, professional and trade organizations that regularly send email newsletters to their members. Having an announcement of a speaking engagement or relevant information with a link to your website can leverage these opportunities well.
4. Focus on Closed Marketing Systems
Closed marketing systems are affinity groups whose members talk regularly to each other and where news travels quickly. Country clubs, social groups like bridge clubs and religious and cultural organizations can be excellent prospecting opportunities - if you do a good job for one or more of the group members.
5. A Call To Action
Advertising works best when it’s promoting a call to action…something specific to attend like a seminar, or send for such as a report a newsletter, or directive, for more information, go to ourfirm.com. Even a positioning ad with a line at the bottom that says “Please send for our free brochure on buying and selling a business” will support your positioning and encourage response.
Dan Droz is Chairman and CEO of Droz & Associates: Marketing, Branding, Design, Public Relations, Advertising, Web Design, Interactive Marketing for Pittsburgh and surrounding regions.
Wednesday, June 11th, 2008
Marketing, Pittsburgh, Sales, Uncategorized 2 Comments