Marketing Key #10 of 13

Marketing Key #10 – It is difficult for customers to compare the quality of similar services.

Have you ever tried comparing services? It’s not an easy thing to do. Take doctors for example. There are all sorts of extenuating circumstances that could effect your experience with their service. How busy are they? What are you there to see them for? What time of the day is it? What is the competency level of the receptionist or nurse? Many things outside of the doctors actual ability to provide you with medical attention can influence your experience which makes it very difficult to compare with other doctors. Never mind the fact that you would have to go to two different doctors, which most of us actually try to avoid doing.

This is also true of other services.

What does this mean if you are selling a service? It means that this really shouldn’t be a major focus for your marketing efforts. Saying how much better your service is than a competitors really isn’t effective. Instead, focus more on being an expert at what you do. Focus on gaining trust. Focus on being a resource.


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