Following are additional articles focused on helping service marketing professionals achieve and sustain the competitive advantage in today's global market.
Al's Articles
The Mythology of Services Pricing
The Service P&L
Services Portfolio Design
Managing Parts Pricing
Services Sales and Marketing with
Resellers
Don’t Ignore the Low Hanging Fruit
Worst Practices—Repeating Mistakes
Value Propositions: What’s Their Value?
WIFM: Motivating People to Sell Services
Who is Driving Revenue and Profits?
The Four “P’s” in the Services Marketing Mix
Marketing and Selling to Service Segments
Negotiations: When Do You Walk Away?
Pricing From Worst Practice To Best Practice
Five Signs of Good Service Marketing
Rainmakers or Hired Guns? Challenges, Models, Techniques, and Best Practices for Selling Professional Services - Selling professional services is difficult, and it is worth investing in research, training, and best-practice techniques to get some much-needed improvement.
Let's Resurrect Medical Equipment Service Contracts
Trends from the Best Practices of World Class Service Marketing Organizations - Best practices study reveals common themes that disclose trends in marketing services among diverse high-technology organizations.
Who's Selling Services These Days?
Prices, Margins, and Discounts – Price
service in line with your delivery capabilities and offer modest discounts
that reward long-term contracts or volume.
Pricing in the Strike Zone – Customers don't
have to love your price, they just have to tolerate it.
Professional Services: Marketing Higher Value
– If you're providing hardware services only, consider adding software
support. If you have already done that, consider professional services.
Selling Free-Range Chickens – Developing a
strategy to offer your customers comparative information that will be to
your advantage.
Service Marketing: Why You Need It – Pricing
alone can bring substantial bottom-line enhancement.
The Value of Service – Knowing that hardware
calls are dwindling, we need to build other values into our contracts.
Marketing and Selling Services Globally –
I've noticed that my deadlines for this column seem to often coincide with
my company's training classes.
How to Avoid Becoming Roadkill on the Service
Superhighway-
With all the dynamics of our industry today, you had better be
fast on your feet or you are destined to be roadkill.
New Service Product/Business Development
Ultimately we need to balance out our development skills to be adept at
moving into both of the "safe" expansion quadrants.
New Models for Selling Service
For Most Companies, a little improvement in technique would produce an
explosion of results.
Demystifying Service Pricing
Many people find services to be a dimly understood, mysterious art
form. . . . while there is some art to pricing, it should be mostly
science.
Software Support
I strongly believe that software support is an important evolutionary step
for service providers . . .
Think Strategically, Act Tactically
Service organizations just don't think strategically enough.
What it Takes to be Competitive
I have come to realize that our industry has no agreed upon standard for
what it means to be competitive.
Aligning Service Sales and Marketing
Strategies
Misalignment of sales and marketing functions saps an organization of
efficiency . . .
There's Value in Knowing Bad Practices
. . . But what about "worst practices?" We can't all be
best, can we?
Sales Support - The Key to Sales and Marketing
Efficiency
Many times we find that the simple things in life, and in business, are
among the most important.
Professional Development - Improving Your Game
Each week I get calls and e-mails from companies looking for qualified
service marketers.
Why Service Pricing Strategies Don't Work
I will probably challenge everything they think they know about pricing.
What's New in Service Sales and Marketing?
. . . Linux support and the impact of e-business on the marketing of
services . . .
Services Marketing, Services Sales, and
Customer Satisfaction
What do services marketing, services sales, and customer satisfaction have
to do with each other? Quite a lot, if you do things right.
Overpriced? I Don't Think So
Many of you have been made to feel that your services are overpriced, when
the opposite is much more likely.
Other Articles
Revisiting the Service-Profit
Chain
Where's the Beef?
Three Quick Ways to Increase Service Revenue
Should Professional Services Be In Your Company’s Services Portfolio?
Win More Sales with the RSAP Proposal Model
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