Promotion of complex services is quite different from simple sales. Complicated sales have many specific features that make it easy for a business to fail with inexperienced promotion.
Complex sales, which include both medical and cosmetic procedures, take much longer, often require the participation of specialists (or at least deep knowledge of marketing) and require several touches before making a purchase.
The well-known marketer and business coach Dmitry Rosenfeld.
Major Marketing Issues in Sales of Complex Services
Complex services, first of all, are characterized by a rather high cost and a rather long decision-making time, as well as the significance of the transaction for both parties.
Usually a person does not decide at one moment, for example, to do a facelift – he consults with people who are authoritative for him, monitors the market of cosmetology clinics, looks for reviews, consults with specialists and thinks over more than one day. But the result pleases him for more than one month.
There is a theory that complex service marketing is down to just three questions to you should be asking yourself first:
- what we sell?
- how we sell?
- what audiences are we selling to?
80% of all sales problems are usually associated with poor knowledge of your target audience and its behavioral sciences (behavioral motives and addictions according to the "stimulus & response" scheme).
Without knowing the target audience well, it is impossible to put forward a product offer and form a price tag for it.
You need to focus not on average buyers, but on customers with the best check. In the best companies, the ideal buyers are always correlated with the best check, since they are the ones who bring in the main profit.
How to use marketing secrets to sell complex services
Remember the axiom: your core business cannot be your competitive advantage. "The best cosmetologists work for us" or "We have the best equipment" — these are not the phrases that cause customers to trust.
It is not worth praising what is the original fact, understandable by default to everyone. It is worth focusing on those advantages that distinguish you from dozens of similar institutions and distinguish your services from competitors.
People choose not features, but benefits!
The best competitive advantage — this is the one, the description of which is placed in one line and at the same time is clear to the client. Therefore, you should always split up and simplify to the maximum the information that you convey to your audience.
The following is a strange but effective piece of advice. If you do not distinguish yourself from your competitors by special services or equipment and cannot come up with valuable or extraordinary advantages, then try introducing a strange evaluation criterion — some difference that lies outside the plane to which the client is accustomed.
Main trends in the service of medical institutions
For example, the luxury car company Rolls Royce unusually stood out among competitors and conveyed to consumers all the luxury of their cars with the help of one word — at ease. It was used in all advertising messages of the company, so that customers would associate a car with an easy, carefree luxury life. And what 1-3 words can describe exactly your business?
Unconsciously, people are always sure that somewhere there is a better offer. Therefore, clients often call dozens of clinics with lengthy questions about both the procedures themselves and the service provided by the institutions. To remove the anxiety of the "eternal search for the best" from a potential patient, you need to immediately show him a conditional sign with a description of all services, doctors, equipment, etc., so that he can choose from your rich list & nbsp; variety of services, not between you and your competitors. Most often, people are grateful just for the fact that the choice has already been made for them, saving them from torment.
People don't buy brands — people are joining them!
We are all hostages of brands. Therefore, it makes sense to initially build your own brand and form your own loyal audience, the “flock”, which, if necessary, becomes brand advocates. Create your own fan club gradually!
Building a Brand: A Step-by-Step Guide for Entrepreneurs
It is necessary not just to inform the audience, but to program. That is, it is necessary not only to describe services and goods, but to do this using phrases and phrases that provoke a purchase. For example, you should write not “We have a new line of Italian cosmetics”, but “We have a new line of Italian cosmetics for such and such skin problems that you have recently been interested in. Come try these products! Each person tries on a purchase for himself — use it.
The audience is usually very good at reading lies. Therefore, when you offer a client a certain procedure, always mentally ask yourself: would you do it yourself? If not, it's better not to make fools out of clients — they don't forgive it.
Especially when a person demonstrates the results of his business — this is the best advertisement ever.
However, of course, it is not worth going to extremes here either, especially when it comes to, for example, plastic surgery.
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We all have a cloud of expectations in our heads. If you know your target audience well, you will be able to imagine their expectations well and, accordingly, make an offer as close as possible to them. And this is the key to success!
If you are interested in other secrets of the best marketers in the country, you can learn them at the fourth conference on medical business BusinessShot, which will be held in November.
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