To develop your marketing strategy in services and according to the customer relationship approach, we have presented four steps:
- the creation of the value of the service offer
- determination of targeting and positioning
- designing a customization offer for each client
- and the determination of the single selling proposition
The first two steps were presented in last week’s article. In this one, you will discover the last two steps:
– Design a customizable offer for each customer
It is at the moment of the design of the service offer that we will have to think to make the offer flexible to adapt to each customer.
To learn more about how to design your service offer, visit our training site.
– Determine the unique selling proposition
La unique selling proposition represents the differentiating element that your company promises to its customers. It is your brand that guarantees this unique selling proposition.
Since in the services, the customer does not see, nor does he know what he will have, it is your brand that will guarantee your differentiating element.
In conclusion, defining the marketing strategy for your service is about making choices and making them as legible as possible to your targets and customers. This is all the more difficult as the services are: intangible, heterogeneous and inseparable. What are you going to decide?
You will choose your service and how you will achieve it, your targets – who is your service, decided the value you bring them and the promise to them, depending on the value chosen
To determine your marketing strategy for your service, step by step, follow our training.
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