Marketing has always been a mechanism that facilitates the sales process of companies. This methodology, in addition to helping brands excel among their audience, has allowed applying techniques to meet the real needs of a target audience type.

While it is true that a Marketing Plan helps to sell products and services, it is also true that you can not apply the same sales techniques for each one. To avoid errors that may harm your company, it is advisable to follow the guidelines suggested by the Services Marketing. Do you know what it is about?

Service Marketing?

Service Marketing is the part of marketing that is responsible for marketing and publicizing intangible assets to meet the needs of the niche market. Great examples of this would be lodging service, car rental, travel, health insurance, etc.

In the same way as products, these intangible assets need to be promoted in order to reach the attention of the target audience. But is it marketed like a product? Should the same factors be met to sell a product? That is the question. To offer services in the market you have to take care of certain aspects that with the commercialization of the products are not important.

To understand the issue and apply good service sales techniques, you have to establish some differences between Service Marketing and Product Marketing or mass consumption:

The challenge of serving the customer through Social Networks
The products, on the other hand, are:

  • Tangibles: You can touch
  • Homogeneous: They are similar.
  • Non-perishable: Products are manufactured and can be stored, that is, they exist in stock.

The products have characteristics that can be perceived by the consumer, therefore, at the time of choosing, it is simpler to let yourself be carried away by what you see, hear, touch, etc.

While the services are:

  • Intangibles: A natural characteristic of services is that they can not be touched, smelled, felt, etc.
  • Heterogeneous; They have different consumption characteristics.
  • Perishable: Can not be stored

To sell services you have to learn to define concepts about them so that their characteristics (intangibles) can be perceived as tangible by the consumer.

So, if products and services naturally have differences, do you still think they should be sold in the same way? Of course not.

Keys to put together a Service Marketing strategy

To apply a Service Marketing strategy, we must take into account the 4 P of the Marketing Mix, and add another 4 P more to adjust the sales techniques to the intangible assets. These are:


It is about knowing your customers well, because, just as the product, you have to know what the market needs to create a quality service that meets your needs and meets consumer expectations.

This P also refers to the training that employees receive in order to improve and strengthen the values ​​of the company, the communication culture both internally and externally to connect with the consumer in a timely manner.

Physical evidence (Physical evidence)

All those physical elements that interact with the client. We include aspects such as corporate image of the company, slogan, statistics that support the use of the service.

Now that we are facing a new consumer, testimonials, case studies and photographs on the company’s website, of those who have already contracted the service, is one of the aspects that give tangible meaning to the service that is intended to sell.


It refers to all the steps that the client must complete to acquire the service you offer. For example: how much paperwork must a client complete to rent a car from a rental agency? Is the process fast? A non-optimized process has a negative influence on the consumer’s decision to acquire the good, therefore, it is essential to optimize this step.


It refers to all that component that integrates the service. For example, a hotel in its service provides “subservices” such as reception, laundry, restaurants, night entertainment sites, leisure areas, etc.

The benefits not only refer to the types of subservices that the company gives the client, it also has the training of the company’s professionals to deal with the client, protocols, the essence of interactivity, changes in the way in which service is provided, among other things.

Why is it important to address these factors when applying a Service Marketing strategy?

In the same way that Traditional Marketing to sell products, the commercial

In the same way as Traditional Marketing to sell products, the commercialization of services seeks to impact the perception of the client so that they end up contracting the service, but also feel that their expectations were overcome. So, knowing and managing these 4 p of Service Marketing, 4 things are achieved on time:

  • Customer satisfaction.
  • Influence the purchase decision.
  • Increase the value perceived by the client.
  • Perception of positive or negative experience.

These 4 elements are key to affirming that the Marketing of Services is giving results. So you have to get down to work to increase sales with this type of marketing.

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