| Selling Services Through the Channel |
 (Cover Story, July/August 2005, AFSMI Sbusiness Journal)
Selected as All Time Article of Excellence by AFSMI and republished in Jan/Feb 2006
As technology advances for hardware and software products, manufacturers' sales models increasingly have migrated toward selling exclusively or partially through channels. However, on the services side of the business, marketing and selling services through the channel certainly can be more challenging than our tangible counterpart's experience.
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| Do You Have Service Branding Challenges? |
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 There was an overhelming response from S-Market News readers last month that shared the fact that "Poor Services Branding" was one of their primary businesss challenges. They went on to say that they need to "Strengthen Brand Value".
Is this a challenge that you are also having in your business?
Although defining and developing the services brand should have been an issue a long time ago, services branding has apparently come of age as companies realize the significance that the service segment brings to the entire corporation. Like the hardware/software product brand, your services brand is not just a logo, but the value behind the logo. The brand equity that you define and develop should be the foundation that your marketing is built on.
What defines a brand and why is it important? How do you develop the services brand(s)? Why does service need a brand, our corporation already has a brand? How do you work with the internal "branding police"? What is a co-brand and when do you need it? What is an internal brand?
Jim Payne will be answering these and many other questions in an upcoming article, but he would also like to hear from you. What are your branding challenges? What do you consider best and worst practices in services branding? Does your company support your services branding efforts?
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| Reminders from Last Issue |
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FREE Services/Hardware Revenue Forecasting Tool
For Your Own Business Forecasting Applications
After downloading, you can modify the fields in yellow so that you can create an itemized five-year forecast of your service and hardware/software revenue. The tool allows you to experiment by varying key business parameters to view their effect on revenue potential. The tabs allow you to create multiple scenarios to compare the effect with different warranties or pricing.
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Free Offer:
Send us a photo of your team wearing our "Long Warranties Are For Losers" T-shirts and you can select:
- A free copy of Jim Payne's "Selling Service Through the Channel" white paper, a $49.95 value
- Or, ½ Hour of telephone consulting with Jim Payne
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| Webcast |
Jim Payne will present "Selling Services Through the Channel"
More details and sign up to follow soon |
| Up Coming Articles |
- The Services Brand
- Packaged Services (Services Inside a Box)
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Fix The Problem, Not Just The Customer |
