I've been considering the different ways that busineses operate, some selling tangible, hold-them-in-your-hand products that are a size to compare, quality to compare and price range that you can compare with another at another store or website. Then I'm thinking about services, how do we make that as seemingly easy to buy, as easy to compare and importantly, how to package it up to make it easy to buy?
Australia Post must have been thinking along these lines with their recent poster campaign...
Well services aren't products, and while there may be some comparison in some industries, it is essential in order to qualify that value, to know that one is comparing like to like. For example, in many coaching, business development services, the coach/consultant will work with you to determine what is your next action to take... and leave you with it! In my experience, that is often where the wheels fall off, because the business owner doesn't already have a strategy to use, in order to DO that! That's precisely why they have stalled and not taken care of addressing that very issue!
Speak to anyone from the insurance industry and they will tell you "it's harder to sell intangibles..." Well, I'm not so sure that is true. Some people buy a drill just to have drill. For others like me, they buy a drill so they can stick a screw in the wall to hang something on. Now I don't much care about drills, or screws, or masonry, but if I want to fix something to that wall, then you can bet that I'm going to buy a drill to do it. The drill is a means to my end, not an end in itself. Products and services are not so different. We buy insurance, not because we love insurance, but because we love our family and we know that we have enough to contend with, just making ends meet at the best of times. We also know that we may not have enough in the case of an emergency of crisis proportions - or if we do, we might prefer to spend Someone Else's money at that time - not our savings!
Business coaching is like that. Marketing is like that. Business resources are like that. We don't necessarily want to spend the money, but if we know what spending that money can give us as an outcome... a good result... then we understand what is a priority and what is not. To us. As it must always be, a value according to what is important to us.
It really is up to us, we brave souls out there pushing our imaginery barrow full of intangible benefits, to communicate that value, to those who would seek it.
Thinking Of Getting A Business Coach?