Service Marketing

The experience and skills required to successfully market service are uniquely different from those utilized by product marketers. Many companies have transitioned experienced product sales and marketing people into service marketing positions. Others have utilized Service Management or Service Sales Representatives. In both situations the result typically falls short of expectations. Service marketing is unique as product specifications or price is not central to building a successful offering. Most individuals who have spent their careers marketing products find it difficult to position and sell value in the service segment. AMCG has been involved in developing service marketing programs from conception to implementation.

Offering Development – The research and development of a successful service offering is critical to the success of a service sales program. If your company is looking to create, update, or refine its current service offering AMCG is prepared to offer its expertise. Unfortunately it is not uncommon for companies to refer to their offering as their service “product”. This type of labeling has been created, whether for convenience or lack of understanding, from the traditional product marketing four P’s: product, price, place, promotion. AMCG believes if your service sales people are currently selling service products you are undervaluing and short selling your service. Labeling your service as a “product” also welcomes the bad habit of discounting that is inherent to product marketing.
Service Agreement Development – AMCG has been involved in developing service agreements for diverse markets. We consider the packaging of your service offering critical to the overall success of your program. A well packaged and presented service agreement becomes the face of your company. It needs to look professional in appearance, support your value proposition, and customer friendly, while protecting both your customers and your company’s interests. In the majority of cases customers will review agreements multiple times before making a decision. They may also be reviewed by areas like legal, purchasing, or executive management. If the information is not presented in a format to support your offering, it’s likely your proposal will either be delayed or rejected. AMCG has assisted companies in developing service agreements that boost sales, as well as, dramatically improved renewal rates.
Brand Development – Many service company logos are in dire need of attention. All too often logos were developed years ago or by in-house staff. There is a tendency to over-design and add needless graphics that dilute the value perception of the company. In many cases the layout or footprint of the logo creates problems when trying to reproduce it or insert it into various sales aids. In most cases the small investment in creating a professional logo can have immediate impact on a company’s image by prospects, customers, and employees.

Sales Aids

A well crafted service agreement is the best sales aid a service sales representative can have. When it’s supported by customized sales aids designed to support its effectiveness, the chance of gaining a sale is dramatically improved. Service sales aids don’t need to be elaborate, multi page works of art. Our experience demonstrates that simplicity in messaging and presentation is what customers respond to. At the same time the information needs to be consistent with your company’s value proposition and branding.

Sell Sheet/Flyer – In the majority of cases a one page service specific flyer is all that is required. It should reinforce the various attributes of the offer and demonstrate your company’s commitment to service. It should be graphically tied to the service agreement and flexible enough to be used as a simple prospecting tool.
Direct Mail – A direct mail effort is primarily dependent on the quality of the contact list. We design both electronic and postcard direct mailers that convey your company’s value proposition with impact. Our custom designed email solicitations have demonstrated a particularly high success rate based on response rates and the low cost of implementation.
Correspondence/Invoice Inserts – For many of our clients inserting service promotional pieces in invoices and other correspondence have shown tremendous success. Our research and experience demonstrates that timing is the most critical factor when prospecting for new accounts. Reminding prospects or customers of your portfolio of services when there is a problem with their equipment, or their current service provider, presents a great opportunity for your service sales person
Website Development – We take pride in designing, developing, and implementing websites that are informative and user friendly. An area of special focus is the alignment of our clients branding and value proposition. Websites should be designed from the end users perspective. The majority of our recent projects have been sites that were outdated, not aligned with our clients’ current business model, or overly complicated.