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Marketing is
essential for every business. For the service business, creativity
is important, as is “thinking outside the
box”.
There are several
basic differences between the business selling tangible products and
the business providing services. On a positive note, they typically
do not require inventory. On the reverse, however, for many service
businesses, such as consulting firms, there are no tangible items,
making marketing and sales more difficult.
Tangible Versus
Intangible
In providing
marketing and sales for the service business, one consideration is
to create trust and credibility. Since the potential client cannot
“touch” what he or she is planning to purchase, the business must
provide other ways to encourage the client to sign up for services.
Consulting businesses typically provide potential clients with
references and endorsements from previous or current clients.
Take a Leap
Sometimes small
business owners are cautious about spending money in the wrong
places. In order to get and stay successful, however, a little
spending is to be expected. The small service business may have to
spend more than the business offering something that is clearly
understood and can be manipulated, for example, a furniture store.
These customers can see and feel the furniture. They cannot feel
your career consulting, however. So seeking professional advice on
marketing might be a solid option and good
investment.
The Forest for
the Trees
Outsourcing
marketing for the small business, especially one that is just
beginning, is a smart choice. The business owner will be too close
to his or her own offerings to consider what should or can be
changed, how their competition differs, and what needs to stand out.
Marketing specialists can use cutting edge information and
technology to assist a service business in making successful
marketing choices. For example, a business owner might have been
schooled in the 1980s and wants to undertake a media campaign. The
marketing specialist might feel that this road is outdated and that
the Internet is a better way for the business to grow and prosper.
The marketing consultant might suggest a “shopping bag” option on
the service owner’s web page, or web site discounts not otherwise
available, such as “mention you saw the web site and receive 10%
off”.
Check With the
Experts
Information
gathering that was done to benchmark pricing and obtain general
business plan ideas can again come into play. Research other service
businesses with the same types of offerings. See how they market
their service. Where do they advertise, locally, or in trade
journals? Do they network with groups? How often do they conduct
mailings or place advertisements? Do they offer specials or
discounts? How do they present their services? What look and feel
does their advertising take? Are their strategies successful? What
did and did not work? This research can be accomplished by Internet
research, reading trade magazines and newspapers, asking people you
know or clients of those businesses, or asking the businesses
themselves. Some might be unafraid to share marketing strategies.
The Internet
Along with using
the Internet for research, it can be used for actual marketing
campaigns, as mentioned above. A lot of marketing can be conducted
right from the business web site, on which a business can highlight
what it does, why, and how. How experienced is the staff? What
unique flavor is offered? Why should the client consider your
service? How will you help them? What do other clients say? There
are many web site building companies available, or an inexpensive
web site creator can be hired through a local school or university.
Once the set up is done, maintenance should be fairly simple for the
business owner or staff.
Be Consistent and
Don’t Drop the Marketing
As with any
marketing plan, a small service business’ marketing plan should be
regularly re-evaluated according to market changes. But it should be
an ongoing and consistently used tool. |
