Get In Touch

Designing and selling a new type of service

  • Home
  • Designing and selling a new type of service
image


  • Project focus : Launching a new product
  • Customer : Mark 31
  • Country : Czech Republic
  • Term : 2019
  • Tags : Financial Services

Designing and selling a new type of service

The challenge

Mark 31 s.r.o. offers a full range of services for online marketing. I was approached by the co-owner in early 2019 to help them boost the impact of their work by convincing clients to hire them for a strategic marketing communication plan, which was a new service being offered by Mark 31.



  • A marketing communication plan is the first thing a client should work on, yet unlike with large corporations, it is rarely what happens with small and medium enterprises. The owners tend to have a transactional mentality when using their marketing budget and mainly adopt a trial-and-error approach.
  • The challenge then was: how do I convince a client that he needs something he’s unaware of and unwilling to pay for (while the added value clearly exists), without proof of satisfied customers from the past?

How I helped

  • Through a series of workshops with the co-owner, we created a new service strategy and a customer value proposition.
  • We built a concrete step-by-step approach to use with the first two real clients where the need existed at the time.
  • We discussed this on the phone before, after and in between individual meetings with the clients to make sure the approach was tailor-made for those clients.
  • We worked on improving the co-owner’s negotiation skills.



image


Project Solution



Quantitative Outcomes

Qualitative outcomes

In the words of the clients:

  • As a result of this cooperation, the owner is now more flexible during negotiations, benefitting from new approaches he had seldom used previously.
  • Greater self-confidence in the majority of client meetings (projected mainly on the nonverbal communication level).
  • The adoption of careful preparation boosts trustworthiness, which is one of the most important elements of B2B selling.
  • Gained a solid basis for any negotiation.



image