Camp 3
-
Upload
efxrad -
Category
Self Improvement
-
view
215 -
download
0
Transcript of Camp 3
Selling the Invisible: How to Improve Service Marketing
Getting Started STEP ONE: First step IS your service
Before you market anything, FIX your service!
Assume it is bad: it will force you to improve
Bad News: We’re competing with Disney○ Ignore industry benchmarks; create
the possible service
Getting Started cont.
Forget the excuses- Remember
McDonalds… Those “You want it when?”
cartoons aren’t funny.
Getting Started cont…
Hire people that care
Outstanding service does not mean ZERO defects; mistakes are opportunities
Write an ad for your service; see if your service honestly meets the expectations
Getting Started cont… Your service is the HEART of
service marketing; check your pulse.
Don‘t think better… think different
Create the possible service
Surveying & Research
Even your best friends won’t tell you…So, how DO you improve your service?
ASK!
Surveying & Research cont…4 Tips for improving survey
results1. Have a third party do your
surveys
2. The Letterman Principle: Unless you are convinced you can interpret written surveys, always use verbal surveys.
Surveys Cont.
4 Tips for improving survey results
3. Never ask… “What don’t you like”, instead ask “What would you like to see improved?”
4. SURVEY, SURVEY, SURVEY!!!
Positioning & Focus
The more you say… the less people hear
Have fanatical focus; stand for one distinctive thing that will give you a competitive advantage
What is the hardest task to do? Work to become an expert at it!
Positioning & Focus cont.
No two services are the same… look harder to find the differences
Fear of positioning: To broaden your appeal, narrow your focus
Creating a “Positioning Statement”
Your Position: A cold-hearted, no nonsense statement of how you are perceived in the minds of prospects. It IS your position.
Creating a “Positioning Statement”
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.
Answer Some Questions… Who: Who are you? What: What business are you in? For Whom: What people do you serve? What Need: What are the special
needs of the people you serve? Against Whom: With whom are we
competing? What’s Different: What makes you
different from those competitors?
And a last one…
So? What’s the benefit? What unique benefit does a client
derive from your service?
Narrow the Gap
Narrow the gap between your position and positioning statement
Keep the steps small or people won’t make the leap
Craft bold dreams but realistic positioning statements; people can’t make huge perceptual leaps
Reposition the CompetitionDevelop a style and stand for it;
not a little of this, a little of that
Stress your advantages; responsive and caring and?
Relentless focus; you can’t afford not to. Focus wins!
PlanningA Quick Summary of common
Fallacies… by Harry Beckwith
1. You can’t know what’s ahead; plan for several futures.
2. You can know what you want; 3 ideas1. Accept limitations of planning2. Value planning for process, not result3. Don’t plan your future; plan your people
Planning Fallacies
3. Strategy is king, execution rules!
4. Build a better mousetrap; execute passionately.
5. There will not be a perfect time; do it now!
6. Patience is a virtue; keep moving.
Planning Fallacies
7. Think smart. Think DUMB!
8. Planning is imprecise; mistrust “facts”
9. Beware focus groups; they focus ontoday less than the future.
10. Beware memory; in planning, beware what you THINK you remember!
Planning Fallacies11. Experience: Have a healthy distrust of
what experience has taught you.
12. Confidence: Beware of overconfidence bias… maybe they’re right!
13. Perfection: Don’t let perfection ruin good… don’t wait forever!
14. Failure: Start failing so you can start succeeding.
The Last Three!15. Authority: The bumper stickers
are right… question authority!
16. Common Sense: Common sense gets you only so far…for inspiring results, you’ll need inspiration
17. Fate: YOU GOTTA BELIEVE!!!
Communicating & SellingFirst two rules of service
marketing:
1) Make the service visible2) Make the prospect comfortable
Our First Competitor is Indifference!
Communicating & Selling If you say two things, people remember
one; say one thing.
Saying many things communicates nothing.
Meet your markets need.
Attack the stereotype- attack your first weakness (the stereotype the prospect has about you)
Communicating & Selling Good basic communicating is good basic
marketing
Build your case; create the evidence of service quality. NO TRICKS!
Prospects buy how good you are at who you are!
Convey that you are positively good.
Communicating and Selling Sometimes, it’s ALL in how you say it.
Get to your point, or you’ll never get to the close.
Don’t sell your service, sell your prospect.
Focus on buying, not selling; make your service easy to buy.
Other Considerations & Presentations How to nurture and keep your
clients. How many ways to say thanks to
your customers. Quick Fixes: A short summary of
quick win solutions. The Collision Principle: Get out
there, get everywhere, let opportunity hit you.
Just Do It…Forward motion leads to
forward motion…
www.equipmentfx.com