Find And Communicate The Differences Within Your Professional Service Organization…

By Harry Beckwith, Selling The Invisible

Every service firm is different, and creating and communicating differences is central to effective marketing. History shows that everything can be made different. For years, catsups, flour, pickles, and sugar – to name only four products – came in large tubs and were sold as commodities in corner stores. Then Heinz, Gold Medal, and C&H came along, turned these apparently indistinguishable commodities into distinctive brands, and made billions.

If buyers can perceive differences in different catsups, flour, pickles and sugar – all of which are almost identical biologically and chemically – then buyers certainly will perceive major differences in services. Service, after all, comprise unique components: people, no two of whom are the same.

Two services cannot be virtually identical in the people they attract, the work they inspire, the information and training they pass on, the rate at which they learn, or the efficiency with which they work. It is not unlikely; it is impossible. Human beings are too different, and their interactions in different environments only magnify those differences.

What’s more, prospects perceive services as different. All of us have walked into a company and immediately detected the forces at work. Passion, energy, optimism – in a dynamic service company, all these qualities are palpable within the first fifteen seconds of entering the lobby. You can read the DNA of a company from the receptionist and discover it replicated throughout the company.

Every service is different. Identifying and communicating those differences and creating new ones are central to successful service marketing.

If you cannot see the differences in your service, look harder.