Struggling with promoting your service business effectively? While a tangible product and a service have similar marketing approaches – which is finding out what customers need and using a suitable message to target the need, marketing a service-based business is unique in some ways and comes with more challenges.
For instance, while you can produce physical products in mass, you can’t do that with services. Also, while you can fool-proof a product, it’s not so with a service business. And, a customer who is not cooperative can substantially degrade service quality. But, regardless of the unique challenges that come with a service business, you can still achieve effective marketing.
Identify and Focus on One Area of Uniqueness Per Time
You know that majority of service-based businesses are similar when it comes to the service rendered. For instance, accounting service businesses render almost the same services – auditing, tax preparation, and so on. On the other hand, even similar products (e.g. toothpaste) can be differentiated with even very minute features.
This is why you should focus on one differentiating feature as a service-based business owner, especially during the initial awareness. You will focus your selling proposition on that unique feature so that you can successfully break into your target market.
Typical examples of such unique selling points may include faster turnaround, lower pricing without cutting back quality, the use of the most innovative technique or technical tool in the industry, and so on. You must give a prospect a strong reason to choose you over your competitors or more established leaders in your niche.
Subsequently, when you are chosen, you can then introduce other aspects of your services that will equally benefit the customer, or that would complement the customer’s initial order. But you must focus on a unique differentiation during the awareness campaign in order to attract customers to your service.
The founder and CEO of a certain app development firm say, “it’s difficult to use pricing as your selling point during the start upstage. If you go too low, it will send out a red flag for low quality. And, if you go too high, it would force prospects to look elsewhere. It is better to focus on delivering value as your selling point.”
Offer Excellent Customer Service
Even for physical products, quality customer service has always been an effective selling point. But, it seems to work even better in a service-based business. In fact, excellent customer service will deliver more customers to your doorstep than pricing.
When a customer is satisfied, the person will spread the word and refer people to your business. Whether you are hiring customer reps in-house or outsourcing customer service, you must insist on excellent customer service for your service-based business.
Finally, flexibility is the key to successful service business marketing. You should know when to change a technique and switch to what works better.
Daven Michaels is a New York Times Best Selling Author and CEO of premiere global outsourcing company, 123Employee. The company employs hundreds of young bright individuals on three continents. His International event, Beyond Marketing Live! Inspires entrepreneurs to build & grow their business with revolutionary new theories and systems allowing them to design the business and personal lifestyle of their dreams
Mark Wales says: 
The Best Ways To Market A Service Business
Struggling with promoting your service business effectively? While a tangible product and a service have similar marketing approaches – which is finding out what customers need and using a suitable message to target the need, marketing a service-based business is unique in some ways and comes with more challenges.
For instance, while you can produce physical products in mass, you can’t do that with services. Also, while you can fool-proof a product, it’s not so with a service business. And, a customer who is not cooperative can substantially degrade service quality. But, regardless of the unique challenges that come with a service business, you can still achieve effective marketing.
Identify and Focus on One Area of Uniqueness Per Time
You know that majority of service-based businesses are similar when it comes to the service rendered. For instance, accounting service businesses render almost the same services – auditing, tax preparation, and so on. On the other hand, even similar products (e.g. toothpaste) can be differentiated with even very minute features.
This is why you should focus on one differentiating feature as a service-based business owner, especially during the initial awareness. You will focus your selling proposition on that unique feature so that you can successfully break into your target market.
Typical examples of such unique selling points may include faster turnaround, lower pricing without cutting back quality, the use of the most innovative technique or technical tool in the industry, and so on. You must give a prospect a strong reason to choose you over your competitors or more established leaders in your niche.
Subsequently, when you are chosen, you can then introduce other aspects of your services that will equally benefit the customer, or that would complement the customer’s initial order. But you must focus on a unique differentiation during the awareness campaign in order to attract customers to your service.
The founder and CEO of a certain app development firm say, “it’s difficult to use pricing as your selling point during the start upstage. If you go too low, it will send out a red flag for low quality. And, if you go too high, it would force prospects to look elsewhere. It is better to focus on delivering value as your selling point.”
Offer Excellent Customer Service
Even for physical products, quality customer service has always been an effective selling point. But, it seems to work even better in a service-based business. In fact, excellent customer service will deliver more customers to your doorstep than pricing.
When a customer is satisfied, the person will spread the word and refer people to your business. Whether you are hiring customer reps in-house or outsourcing customer service, you must insist on excellent customer service for your service-based business.
Finally, flexibility is the key to successful service business marketing. You should know when to change a technique and switch to what works better.
Daven Michaels is a New York Times Best Selling Author and CEO of premiere global outsourcing company, 123Employee. The company employs hundreds of young bright individuals on three continents. His International event, Beyond Marketing Live! Inspires entrepreneurs to build & grow their business with revolutionary new theories and systems allowing them to design the business and personal lifestyle of their dreams
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