The 3 P’s Of Service Marketing
If you are familiar with marketing, I am sure you have heard of the 4 P's of marketing - Product, Price, Placement, and Promotion. These are the building blocks for any marketing campaign/program when you are dealing with a product. However, if you are in the service business, there are 3 more P's that you need to be aware of:
Marketing a service is all about people! You have to have a handle on who you are serving (your customers), and whom is serving them (your employees). This is key in any service business!
A service is all about process. If you don't have a consistent and definable process that delivers consistent results, then you have nothing to market! Imagine going to the hair salon, going to the same stylist and requesting the same cut, and getting a different result each time. I'm guessing you wouldn't go back!
3. Physical Evidence
When someone buys a service, they are buying some sort of result. You have to be able to produce the physical evidence that the result has occurred. This is also about what I call "social proof". What I mean by that is the quickest way to grow a service business is through referrals and testimonials from your happy customers. If you have "social proof" that your service is good, people will buy. As you work to market your service business, keep in mind the 4 P's of marketing, and make sure you add the other 3 as well!
Pro Tip - If you want to generate more referrals for your business in a predictable, sustainable, and consistent way, download my cheat sheet, "The 5 Keys to a Great Referral System", by clicking here.