Services Marketing for Technology Companies
[WK#2]
November 4, 2009
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Presenter:
Jeffrey Tarter
Executive Director
Association of Support Professionals
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Unlike traditional product marketing, successful services marketing
campaigns rely heavily on such factors as trust, personal chemistry,
credibility, and one-to-one relationships. In fact, we often form our
strongest feelings about intangible services from the tangible people
who deliver those services. To customers, people *are* the service
and the brand.
Yet surprisingly few technology companies take advantage of this
basic principle of services marketing. Drawing on a wide range of
concepts drawn from behavioral psychology and high-impact marketing
programs, this one-day workshop will suggest how to grow your services
revenues dramatically by engaging customers more deeply and building
long-term relationships.
In addition, you'll gain new insights about how to develop powerful
value propositions and positioning statements that respond directly to
customer pain issues. And you'll learn about the extraordinary power
of trust in winning new services customers and boosting margins from
existing clients.
Led by the ASP's Jeffrey Tarter, this workshop is designed to be an
interactive experience that lets attendees share experiences, explore
key issues, and spend a memorable day on a topic that is both
fascinating and strategically important for every services
organization.
Attendance is limited to 15 people, with no more than two attendees
from a single company (to make sure we have a diversity of
perspectives).
Here's what we'll talk about:
- How to create a compelling value proposition for services
- Understanding the psychology of buying services
- How to deliver "personal chemistry" messages in your
marketing copy
- How to overcome price resistance
- The hierarchy of trust: How to become a strategic
advisor
- How to turn contracts and invoices into high-impact sales
collateral
- Leveraging referrals and testimonials
- How to transform leads into long-term customers
- Maximizing maintenance revenues and upgrades
- The "partner for life" strategy
- How to "mark your territory" with binders, certificates,
coffee mugs, jackets, and other logo-branded reminders.
- How to squeeze excess complexity out of your pricing models
and services offerings
- How to design and market "packaged services"
- How to reduce the revenue drain from sales giveaways
- How to gain management's trust for serious investments in
services marketing
Registration:
Post-Conference Workshops will run concurrently on
Nov. 4 from 8:30 to 3:30. Registration is $385 per workshop (not
included in the Nov. 3 conference fee). Breakfast, lunch, and
workshop materials are included in the registration fee. To register,
please visit the conference sign-up page
and select
Workshop #2.
Jeffrey Tarter, executive director of the Association of
Support Professionals, is a well-known author, speaker, and
consultant on business strategy for technology companies. He
guides the ASP's research program in such areas as services
marketing, fee-based support, Web support, benchmarking, and
"voice of the customer" issues.
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Location
A New England landmark, The International is
a world-class golf resort just 55 minutes from downtown Boston.
The International, 159 Ballville Rd., Bolton, Mass. 01740;
978/779-6919
Directions
(GPS directions may take you on a longer route via
Watoquadoc Rd. We recommend that you follow the directions
from the above link.)
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