Marketing Key #4 of 13

Marketing Key #4 – A single person in your organization can have a major influence over a consumers purchasing decision.

Service companies rely heavily on their employees, much more so than companies that sell a product. Customers that are buying a service are buying something that is intangible, they are buying a promise.

Think about it, when’s the last time you bought a car from someone that you liked. Probably doesn’t happen too often. Yet, if you need a car you simply have to put up with the salesman. The salesman is simply a necessary evil in the purchase process. But since you are purchasing something that is tangible (presumably you’ve sat in it, driven it, looked it over, etc.), most of the time you simply put up with the sales person to get to the final goal of owning the product which is a car. This is not the case with a service.

How often have you gone back to a doctor that you don’t like? How about a dentist? or maybe took lessons for something from someone that rubbed you the wrong way. It just doesn’t happen. If we don’t like the person, customer service rep or sales person providing the service, we don’t buy.

Customer contact with a single solitary person within your organization can make or break the entire purchase process for a service company. In my experience, this is probably the most overlooked, yet important aspect of selling a service.

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One Response

  1. I agree with you that a single person can have a major influence over a consumers purchasing decision. It isn’t what they say, but how they say it that impresses your potential customers.

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