SERVICE ECONOMY MARKETING
I begin jury duty this week. While packing reading materials in anticipation of long periods of inactivity, I came across my copy of Harry Beckwith’s 1997 masterpiece, Selling the Invisible: A Field Guide to Modern Marketing.
Beckwith’s bestseller helps marketers understand that in a service economy, product-marketing rules no longer apply. Though concrete (in its mature state) is as hard a product as any manufactured in the 53172 delivery area, the key ways ready-mix producers add value to their quality product are through service, delivery expertise, and sales and marketing savvy.
To be successful, savvy concrete producers – and their contractor customers – must employ service-marketing techniques in their concrete promotion efforts.
Most Contractors and Producers Don’t Realize …
Most contractors and ready-mix producers think customers are purchasing construction or manufacturing expertise. But as Beckwith points out, most prospects for ready-mix or concrete construction services lack the skill to properly evaluate expertise. A majority of prospects cannot distinguish between great and excellent quality … very good and exceptional service.
In concrete promotion, you are not really selling expertise … your expertise is assumed, because prospects cannot intelligently compare levels of expertise.
But prospects can tell if a relationship is good … if calls are returned promptly … if trucks are clean … if drivers and contractor employees are friendly and helpful.
Prospects know if they feel valued.
Successful contractors and ready-mix producers focus their efforts on creating and nurturing customer relationships – profitably serving increasing bases of repeat and referral customers.
Within these relationships, customers don’t buy ready-mix or construction services … they purchase the solutions ready-mix and concrete construction services provide: Durable, low-maintenance foundations and pavements; beautiful and easy-to-maintain outdoor living areas; and energy-efficient, environmentally friendly structural systems.
When selling ready-mixed concrete or concrete construction services, concentrate on selling a relationship.To comment on this post, click HERE. Please include the phrase "service economy marketing" in the subject line.