Service Marketing was a relatively new concept when I began my consulting career back in the 1980s. High-tech service companies were just starting to run as profit centers and focus on marketing their services. As a result, there was very little attention placed on service marketing in business schools at that time. The emphasis was on product marketing. All the marketing literature and textbooks, all the courses, and all the conventional wisdom on the topic of marketing were centered on products. I learned very early in my career that it is extremely difficult to market services using product-marketing ideas. It was like trying to hammer a square peg into a round hole!
I really wanted to help my clients solve their service-marketing challenges so I began an amazing journey of helping these clients discover, develop, and implement best practices for successful service marketing. First, I learned as much as I could about product marketing and then looked at which aspects applied to service marketing and which didn’t. Basically, I reverse engineered product marketing to determine lessons I could learn when it came to a different kind of marketing altogether.
Second, I identified companies who already were doing a good job at service marketing. In other words, they had already gone a long way to crack the code of service marketing. I researched what they were doing well and advised clients to model their success on these early exemplars. In essence, I bench-marked the best practices in service marketing and then showed my clients how to implement them.
Third, I found in one individual a great teacher, mentor, and coach who helped me excel at service marketing. That person was my late father, Donald Blumberg. A prolific author and speaker on the subject of service strategy, he taught me what it takes to build a profitable service business and guided me in establishing my own perspectives on service marketing.
As a result of our collaboration, I developed my own understandings about successful service marketing. I started to write articles and give speeches on service marketing, which led to more consulting work, which in turn led to greater learning on my part. Over time, I became an expert at service marketing as I helped my clients increase revenues, boost profit margins, and improve market share.
I’m sharing this information because I want you to know that you can achieve these results, too. More importantly, you can accomplish them in a fraction of the time it took me. You don’t need to spend years reverse engineering product marketing or bench-marking best practices. Instead, I’ve created a new online training course that will provide you with strategies, tactics, and insights for Successful Service Marketing. ™ As a starter, I’ve put together a brief video that describes the course content. You can access it here. I am also providing a $100 discount on the purchase of this course during the month of May. To take advantage of this discount, enter code SMK100 when you register.
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