Marketing a service can prove to be more difficult than marketing a product. This is because you are trying to sell something that cannot be seen. It is something that is in fact, invisible.
One of the most important factors in selling a service is the customer experience. This has the biggest impact on the customer’s purchasing decision.
The reputation of a service is built on a single person. The sales person or the people selling and doing the service carries the burden of the company’s reputation on their shoulders. Service companies have a difficult time because they always need to ensure that their reputation is faultless.
You also cannot ask for a service refund. If a purchased service doesn’t meet the customer’s satisfaction, they can’t return it.
How do you market a service company?
Traditional marketing consists of the 4 Ps. When it comes to service marketing, three more components are needed. Traditional marketing components include:
- Product
- Price
- Place
- Promotion
When it comes to marketing services you add three more components to consider. They include:
1. People
The people directly or indirectly involved with the service are essential. They are the ones who add to a service’s value. People who sell the service can either succeed or fail in marketing your business’ services. As a business owner, you have to constantly monitor and evaluate your offered services.
2. Physical Evidence
The method of delivering the service should be clearly communicated and followed through. Communication and documentation is the only tangible evidence you can share with your consumer. Make sure you are doing it often enough.
3. Process
The process of how services are consumed is very important in planning your marketing strategy.
Everything must be streamlined so that you keep your customer satisfied with your services.
By practicing the 4 Ps of marketing and integrating them with the three mentioned above, you can ensure the increased sales of your service, even though you are selling something intangible.