This webinar deck discusses why customer service organization need to focus on marketing and selling their services to drive service revenue. See tips and key steps to power your service marketing and sales. For more information, contact ServiceMax at: Email: info@servicemax.com Phone: 1-800-756-4960

1. Marketing & Selling Services
Stacey Epstein
VP of Marketing
ServiceMax

2. Revenue Matters
“Keenest interest” of Service Departments
Contribute to bottom line
Funnel revenue back to service programs
Times they are a changin…
Yet most Service orgs don’t have the
time or skills to even think about
marketing and selling

3. Marketing 101
Get in the Mind of the Buyer
Understand their pain
Listen to what compels them to buy
Document their objections
Study the competition
GET IN THE FIELD

4. Productize Your Offerings
 Define programs that directly
address buyer pain
 Create different offerings
1. One time service fee of $200, or…
2. Recurring preventative maintenance of $300
Dog-walker? Or Pet Caretaker..
 Give descriptive names
Ensure your x-ray never misses a day of work
Never endure a night without heat
 Determine the VALUE PROPOSITION
for each offering
 Why is this the best choice?
 What are the benefits?
 Short, simple, direct
 Create datasheets and webpages
 Use customer examples, quotes & sidebars
 Create a promotions calendar with deadlines
If your offering doesn’t deliver value,
who will buy it?

5. “Launch” Your Product
 Hold an internal kickoff
 Include sales, service, admin,
EXECUTIVES
 Explain why this is so
important
 Create a tagline - THINK
SERVICE SALES
 Give new titles
 Service Admin –> Service Sales
Admin
 Deliver internal training &
sales tools
 Objection handling
 Upsell cheat sheets for
schedulers
 Role play elevator pitch
 Introduce bonus plans or
contests
 Announce to customers

6. Leverage your Peers
Enlist the CFO to set pricing, targets, & metrics
Enlist Marketing to help with value proposition and materials
Enlist Sales to help with objection handling, sales tactics

7. Leverage Technology
 Maintain installed base info!!
• Even on prospects
 Auto email promotions when
warranties are expiring
 Have service create oppties for sales
 Update history after every customer
interaction
 Set up metrics to evaluate offers &
programs
 Use collaboration tools to increase
engagement

8. Collaborate with Chatter

9. Up-Sell: No more missed opportunities!!

10. Advanced Selling
Service Selling Product
Service Call
Air-Conditioner Broken!!!
• Aged 8 Years
• No Warrantee Left
• Recurring
problems
Sales through Service
Up Sell Technician Response
$150
Fix it ? OR
$1500
New Product+
1yr Warranty
Skill Based Routing
Fix it Tech Fix it + Up sell
Tech
Results
$1500
+warranty
No sales involvement!

11. How does this work?

12. Rethink Field Service