For service companies, the tension between marketing and operation is more prevalent than for manufacturing companies. Why? Because, service companies do not rely on physical product to demonstrate the quality of their operations.

Because of that, there is a very easy path in marketing to oversell in trying to get new customers. What do we mean by overselling? Examples could be:

- Buy this seminar and you too will become a millionaire!

- Our accounting company will help you save thousands in taxes!

- Our law firm will make sure that your patent is protected worldwide!

With such promises, who would not like to do business with these companies?

These tag lines do create a buzz, but once the client is into the 'operations', the pressure is on. You will have to save that client thousands in tax payment; you will have to give enough information for that client to make it big; you will have to register trademarks and have vigil programs in place that will eliminate all possible trademark infringement. On top of the tension that these promises create, the chance for failure is great. And by failure, we do not mean not doing a good job, but not meeting the paradise land that was promised. Said in another manner; maybe your seminars are great and can help your clients start up their own businesses and be financially independent; these are great achievements. But if you promise your clients they could be rich, you have failed.

The goal here is to match your promise and your operational capacities so that they go together. It is even a good practice to keep a little in reserve so that you can wow your clients: right sell and over deliver. That will make your satisfied clients your best ambassadors.

If you have questions on how this technique can be applied to your business, do not hesitate to contact us. We would be very happy to be part of your success.

Stéphane Elmaleh-Riel, MBA
President - Senior consultant

 

Email: info@groupe-principio.com