If you provide a service or multiple services as the backbone of your company, consider standardizing the services you provide into products. This can make all the difference in how your company grows.
In the early 90’s, a direct mail printer was just that - a direct mail printer. Their sales reps would sell direct mail printing. As difficult as it was to sell such a vague service they managed, and the company survived but did not thrive. By the mid 90’s the company had a revelation: discuss the most creative direct mail printing projects they had produced with their customers. Evaluate the final results, and if the project was successful, standardize it into a product!
Within two years they had over twenty products. Each product had a name, a logo consistent with the company logo and overall theme of design, a piece of literature, case studies and a press release. The sales reps found it much easier to listen to the prospects and offer them the option of a successful packaged product then to sell the idea of a service.
The marketing department was having a field day! Now that they had a series of products, they could market these products to companies similar to the original customer (based on SIC codes), using actual case study data. They could then take that case study and use it for press releases, direct mail, presentations and articles for publications.
The rest of the world has discovered Service Packaging… Have YOU? A great example is the insurance industry. In the 80’s they offered insurance. Now they package products for specific niche markets. Of course, you can always stray from the package and add your own options, but the idea is the same - selling products is much easier then selling services.
Customers appreciate the fact that you’ve done all the leg work. You understand their needs based on who they ar (more…)
