As more businesses turn towards services, they face new challenges on the marketing front. 

Marketing a service is completely different from marketing a product. It is a speciality in its own and requires a different way of thinking. 

Because services are intangible, it can be more difficult to show their value and market. You cannot see or touch a service and they occur multiple times over the course of a relationship. 

The aim of marketing services is therefore mainly to build good relationships with your target audience, to build and develop trust. 

Service marketing strategies anticipate the needs of the target groups and try to meet their requirements in order to ensure optimal benefits and investment protection for the users / buyers. 

Marketing service strives to achieve: 

• Attracting new customers 
• Retaining existing customers 
• Creating cross-selling and upselling opportunities 
• Channelizing referrals from existing customers 

Marketing the intangible! 

Your marketing efforts for services require you to consider all of their intangibles benefits. Your customer experience happens at every touchpoint. 

Before you get started, you’re going to have to do some homework. You will have to understand your customer’s persona, market dynamics, and a customer journey. 

You will have to consider their main concerns, challenges and opportunities and differentiate your service delivery in three ways: 

• through people (knowledge and behavior) 
• through physical offers (upgrades, spare parts) 
• through process (maintenance, inspection, updates) 

At Palmato, we can help you to develop service marketing processes, services sales tools, brand and promote your service products. 

We will also challenge the service organisation in our Service Development Programs and make recommandations: 

• What new products are needed 
• What new services can be created 
• Guide the organisation in what-if-scenarios 

We focus on your services channel as customers do not want to be sold services but buy them. 

Along those lines, we will guide you and develop programs for: 

• Service technicians to be developed into services sales 
• Capital equipment sales people converted to services sales 
• Non-technical commercial sales organisation for services sales 
• Or we can help you develop an inside sales (telephone) organisation. 

 Photo by Christopher Paul High on Unsplash