Achieving Marketing Excellence in Service Organizations

Introduction

This GLOMACS Sales & Marketing training course on Achieving Marketing Excellence in Service Organizations draws on a range of fields to provide a holistic approach, including referral marketing, stakeholder engagement, relationship management, content marketing, social selling, salesmanship, branding and reputation management.

Service industries produce a value that is intangible such as customer service, advice, knowledge, design, data, and experiences. How can they explain what they offer in ways that help them stand out from competitors and persuade clients to remain loyal?

Most service organisations could serve a wide range of clients and jump at the chance for any kind of new business. In practice, what happens is that they get a small number of clients and don't grow their business. Why? Because they don't stand out, and prospective clients don't understand how they are unique.

The participants will solve this by developing a clear picture of the ideal clients who they are uniquely designed to serve, the pain points challenges and issues these ideal clients face, and a marketing strategy for turning them into loyal, paying clients.

This GLOMACS training course will highlight:

• How to create visibility, credibility, and relationships with prospective clients?
• Creating powerful online business profiles that attract your ideal clients
• Prospecting to build your sales pipeline and increase the number of new clients
• Identifying the pain points, they are willing to pay your business to resolve
• Positioning your organisation as the authority in your marketplace
• Content marketing to build relationships with your networks
• Turning contacts into loyal clients who promote your organisation within their networks, generating even more business

Objectives

By the end of this GLOMACS training course, participants will be able to:

• Understand how to apply traditional marketing and emerging social marketing techniques to their service organisation
• Have knowledge to explain to executives the options for marketing their service organisation to prospects and customers
• Lobby and win budget and other resources for marketing activities
• Devise a marketing strategy and execute marketing plans that are cost-effective and generate value for their business
• Have an outline action plan tailored to their ideal clients and organisation that they can apply when they are back in their office

Training Methodology

This interactive GLOMACS Sales & Marketing training course on Achieving Marketing Excellence in Service Organizations includes practical tools, evidence-based frameworks, and case studies illustrated through slides, facilitated group learning, expert feedback and commentary on group exercises, personal and group discussion, discovery learning, and hands-on activities to convey best practice and impart skills.

Organisational Impact

Impact on the organisation from the participants in attending this GLOMACS Sales & Marketing training course on Achieving Marketing Excellence in Service Organizations includes the following benefits: 

• More prospects, more sales, more revenues, more profits, more clients
• Loyal clients who place all or most of their business with your organisation
• Clients who become ambassadors for your business, regularly referring you to their networks
• Clarity across the organisation on who your ideal clients are, their pain points and expectations, and how to satisfy them
• Easy-to-use processes for identifying prospective clients, connecting with them, and developing relationships based on trust and credibility
• System for creating and managing content that is consistent across online and offline channels and builds reputation

Personal Impact

This GLOMACS training course will personally benefit the participants to gain or enhance their understanding and knowledge by the following: 

• Skills in direct marketing and digital marketing capabilities that work for service organisations
• Practical ability to apply marketing models, tools and techniques to their organisation and clients
• Able to develop a marketing funnel that takes prospects from awareness to repeat business and loyal client
• Ability to clearly explain how marketing applies in their organisation, winning the support of more senior managers and executives
• An offline and online marketing strategy and implementation plan tailored to their organisation and the markets its serve