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Camp 3


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Camp 3

  1. 1. Selling the Invisible: How to Improve Service Marketing
  2. 2. Getting Started <ul><li>STEP ONE: First step IS your service </li></ul><ul><ul><li>Before you market anything, FIX your service! </li></ul></ul><ul><ul><li>Assume it is bad: it will force you to improve </li></ul></ul><ul><ul><li>Bad News: We’re competing with Disney </li></ul></ul><ul><ul><ul><li>Ignore industry benchmarks; create the possible service </li></ul></ul></ul>
  3. 3. Getting Started cont. <ul><li>Forget the excuses- Remember McDonalds… Those “You want it when?” cartoons aren’t funny. </li></ul>
  4. 4. Getting Started cont… <ul><li>Hire people that care </li></ul><ul><li>Outstanding service does not mean ZERO defects; mistakes are opportunities </li></ul><ul><li>Write an ad for your service; see if your service honestly meets the expectations </li></ul>
  5. 5. Getting Started cont… <ul><li>Your service is the HEART of service marketing; check your pulse. </li></ul><ul><li>Don‘t think better… think different </li></ul><ul><li>Create the possible service </li></ul>
  6. 6. Surveying & Research <ul><li>Even your best friends won’t tell you… </li></ul><ul><ul><li>So, how DO you improve your service? </li></ul></ul><ul><ul><li>ASK! </li></ul></ul>
  7. 7. Surveying & Research cont… <ul><li>4 Tips for improving survey results </li></ul><ul><li>1. Have a third party do your surveys </li></ul><ul><li>2. The Letterman Principle: Unless you are convinced you can interpret written surveys, always use verbal surveys. </li></ul>
  8. 8. Surveys Cont. <ul><li>4 Tips for improving survey results </li></ul><ul><li>3. Never ask… “What don’t you like”, instead ask “What would you like to see improved?” </li></ul><ul><li>4. SURVEY, SURVEY, SURVEY!!! </li></ul>
  9. 9. Positioning & Focus <ul><li>The more you say… the less people hear </li></ul><ul><li>Have fanatical focus; stand for one distinctive thing that will give you a competitive advantage </li></ul><ul><li>What is the hardest task to do? Work to become an expert at it! </li></ul>
  10. 10. Positioning & Focus cont. <ul><li>No two services are the same… look harder to find the differences </li></ul><ul><li>Fear of positioning: To broaden your appeal, narrow your focus </li></ul>
  11. 11. Creating a “Positioning Statement” <ul><li>Your Position: A cold-hearted, no nonsense statement of how you are perceived in the minds of prospects. It IS your position. </li></ul>
  12. 12. Creating a “Positioning Statement” <ul><li>Your Positioning Statement: States how you WISH to be perceived. It is the core message you want to deliver in every medium to influence the perceptions of your service. </li></ul>
  13. 13. Answer Some Questions… <ul><li>Who: Who are you? </li></ul><ul><li>What: What business are you in? </li></ul><ul><li>For Whom: What people do you serve? </li></ul><ul><li>What Need: What are the special needs of the people you serve? </li></ul><ul><li>Against Whom: With whom are we competing? </li></ul><ul><li>What’s Different: What makes you different from those competitors? </li></ul>
  14. 14. And a last one… <ul><li>So? What’s the benefit? What unique benefit does a client derive from your service? </li></ul>
  15. 15. Narrow the Gap <ul><li>Narrow the gap between your position and positioning statement </li></ul><ul><li>Keep the steps small or people won’t make the leap </li></ul><ul><li>Craft bold dreams but realistic positioning statements; people can’t make huge perceptual leaps </li></ul>
  16. 16. Reposition the Competition <ul><li>Develop a style and stand for it; not a little of this, a little of that </li></ul><ul><li>Stress your advantages; responsive and caring and? </li></ul><ul><li>Relentless focus; you can’t afford not to. Focus wins! </li></ul>
  17. 17. Planning <ul><li>A Quick Summary of common Fallacies… by Harry Beckwith </li></ul><ul><li>1. You can’t know what’s ahead; plan for several futures. </li></ul><ul><li>2. You can know what you want; 3 ideas </li></ul><ul><ul><li>Accept limitations of planning </li></ul></ul><ul><ul><li>Value planning for process, not result </li></ul></ul><ul><ul><li>Don’t plan your future; plan your people </li></ul></ul>
  18. 18. Planning Fallacies <ul><li>3. Strategy is king, execution rules! </li></ul><ul><li>4. Build a better mousetrap; execute passionately. </li></ul><ul><li>5. There will not be a perfect time; do it now! </li></ul><ul><li>6. Patience is a virtue; keep moving. </li></ul>
  19. 19. Planning Fallacies <ul><li>7. Think smart. Think DUMB! </li></ul><ul><li>8. Planning is imprecise; mistrust “facts” </li></ul><ul><li>9. Beware focus groups; they focus on today less than the future. </li></ul><ul><li>10. Beware memory; in planning, beware what you THINK you remember! </li></ul>
  20. 20. Planning Fallacies <ul><li>11. Experience: Have a healthy distrust of what experience has taught you. </li></ul><ul><li>12. Confidence: Beware of overconfidence bias… maybe they’re right! </li></ul><ul><li>13. Perfection: Don’t let perfection ruin good… don’t wait forever! </li></ul><ul><li>14. Failure: Start failing so you can start succeeding. </li></ul>
  21. 21. The Last Three! <ul><li>15. Authority: The bumper stickers are right… question authority! </li></ul><ul><li>16. Common Sense: Common sense gets you only so far…for inspiring results, you’ll need inspiration </li></ul><ul><li>17. Fate: YOU GOTTA BELIEVE!!! </li></ul>
  22. 23. Communicating & Selling <ul><li>First two rules of service marketing: </li></ul><ul><li>1) Make the service visible </li></ul><ul><li>2) Make the prospect comfortable </li></ul><ul><li>Our First Competitor is Indifference! </li></ul>
  23. 24. Communicating & Selling <ul><li>If you say two things, people remember one; say one thing. </li></ul><ul><li>Saying many things communicates nothing. </li></ul><ul><li>Meet your markets need. </li></ul><ul><li>Attack the stereotype- attack your first weakness (the stereotype the prospect has about you) </li></ul>
  24. 25. Communicating & Selling <ul><li>Good basic communicating is good basic marketing </li></ul><ul><li>Build your case; create the evidence of service quality. NO TRICKS! </li></ul><ul><li>Prospects buy how good you are at who you are! </li></ul><ul><li>Convey that you are positively good. </li></ul>
  25. 26. Communicating and Selling <ul><li>Sometimes, it’s ALL in how you say it. </li></ul><ul><li>Get to your point, or you’ll never get to the close. </li></ul><ul><li>Don’t sell your service, sell your prospect. </li></ul><ul><li>Focus on buying, not selling; make your service easy to buy. </li></ul>
  26. 27. Other Considerations & Presentations <ul><li>How to nurture and keep your clients. </li></ul><ul><li>How many ways to say thanks to your customers. </li></ul><ul><li>Quick Fixes: A short summary of quick win solutions. </li></ul><ul><li>The Collision Principle: Get out there, get everywhere, let opportunity hit you . </li></ul>
  27. 28. Just Do It… <ul><li>Forward motion leads to forward motion… </li></ul><ul><li> </li></ul>