The National : NATIONAL AUG SEPT OCT 2015
THE AUSTRALIAN NATIONAL DRYCLEANER & LAUNDERER AUGUST SEPTEMBER OCTOBER 2015 61 TARA CLARKE Marketing Your Products vs Marketing Your Services Tara Clark is the Marketing and Support person for GreenEarth Australasia, and has strong roots in our industry. Hard to believe she has already clocked up ten years, Tara’s earliest days were spent with a supplier of machin- ery and consumables in Sydney, she went on to manage both perc and GE plants in Sydney. Currently Tara is assisting Karl Chehade with his expansion to Queensland having bought Peerless Drycleaners. She has worked for BB Rental Capital. Is a nationally recognised trainer. Was in advertising. Does live the- atre. And has an embarrasssing love for The Beatles. Tara said her talk, Marketing Products vs Marketing Services, is really about the selling of the vALUE of what you do. As drycleaners and launderers it can be difficult at the end of a long day to think about your business And the last thing I am going to do is make you feel bad about what you are or are not doing. But as Linda said yesterday, you do need to think about YOU Inc. So tired or not, busy or not, you need to find time to work on your business. Is there really any difference between marketing a Product, or marketing a Service? Leon ...... (Alsco) said marketing g aproduct is a tangible, so it is easier to market, and to sell. Apple has invested heavily in the Service Economy. The relative value of a service in a product offering. Products today contain a higher content of service than ever before. An Apple Mac is not just hardware. It is also a Service. Think about the App Store, Apple Genius, iTunes and all the other things Apple offer to their customers. IKEA sell fiendishly clever products at a very accessible price, but they also sell design for kitchens, they sell an assembly service if you don’t want to put their pieces together. Your phone, regardless of make, probable also texts and accesses the internet, and may also take photographs. So we have a theme of the Servicisation of Products. As a Launderer or Drycleaner, how easy is it for you to sell your Services? Wouldn’t it be better to make them EASIER to buy? Services don’t sell themselves. The good thing is, Customers do actually go looking for services. Can they find you, is the question. The easier you make it for your Customers to find you and buy your services, the more successful you will be. The easier it is for your customer to buy your services • The faster you will close deals • The more they will recommend you • The more it will add to your bottom line The challenge of selling a service, you have to explain HOW the service you give is material and ongoing. Tangible, demonstration of proof, continuity. Leon suggested that when a customer wants XXX but it’s not available, you need to explain (commercially) that XXX is not available, but you can provide YYY Economically, and that it will satisfy their needs. Ces added, a lot of customers expect you, as the drycleaner, to have knowledge. You are the professional and trustworthy. Tara said it often comes down to the People Factor. You are only as strong as your weakest link. If they don’t like you, or your staff, you need to cut one off. Tara gave the example of flying over from Sydney via Jetstar. “I never usually check luggage, but this time I did. There were long queues, three flights, there was no hustle at all. I got through and find my flight details are not on the board. So I approached the service person: Anthony Kingsley and Mario Marini with Tara Clarke. The third industry seminar she has spoken at this year, and a real positive force.
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