Does your business offer a service or a product that you differentiate through a
higher level of service?
If so, you're probably disproportionately impacted by the economic disruption
caused by the coronavirus pandemic. Consumers are cutting back on services to
avoid human contact and conserve cash, but we are still buying products that solve
a specific problem.
Businesses are buying products like Zoom, and Slack for teleconferencing and
consumers are dropping services in favor of products. Italy was the first western
democracy to experience the brunt of the coronavirus pandemic, and it changed
everything about daily life, right down to what people bought from Amazon. For
example, in the week after the Italian government quarantined most of its citizens,
there was a 236% increase in Italians buying sports gear, presumably to set up a
home-based exercise routine instead of services like personal training.
Instead of going out to enjoy the service at a great restaurant, we're buying more
alcohol. According to a recent Nielsen survey, overall sales of spirits like tequila and
vodka were up 75% from the same period last year.
Service Providers Are Pivoting to Provide A Product
Many businesses have reacted by turning their services into what appears to
consumers as a tangible product:
• Los Angels-based Guerrilla Tacos typically serves up a lively dining
experience and has recently pivoted to offering a product called their
“Emergency Taco Kit,” a take-out survival kit for the taco lover.
• Spiffy, a US-based mobile car wash service, has switched to offering its
COVID-19 “Disinfect & Protect” product.
• U.K.-based Encore has pivoted from a talent booking service to offering their
“Personalised Music Message” product, which enables you to commission an
artist to create a customized video greeting for a loved one.
To take advantage of our gravitation towards buying products, service providers
can take the following eight steps:
Step 1: Niche Down
The first step is to narrow your focus to a single type of customer. Many
people feel uncomfortable with this stage – in particular in times like these
when you need more customers, not less. It's counterintuitive, but the first
critical move in turning your service into a product is niching down because
services can be adapted and customized for a variety of customers. In
contrast, products need to fit one type of buyer.
Picking one niche also helps you design a great product and efficiently reach
potential customers through things like Facebook groups set up to serve a
Niche down further than you're comfortable, then niche down some more.
• Demographics: (age, gender, income)
• Firmographics (company size, industry)
• Life stage (just married, retirement)
• Company life stage (start-up, mature etc.)
Step 2: TVR-Rank Your Services
Once you've niched down more than feels comfortable, the next step in
turning your service into a product is to identify the services you offer, which
are Teachable to employees, Valuable to your customers who have a
Recurring need for it. At The Value Builder System™, we call this finding your
Grab a whiteboard or blank piece of paper and make a list of all the services
you offer the niche you picked in step 1. Then score each service on a scale of
1 to 10 on the degree to which you can teach employees to offer the service,
how valuable it is to your niche and how frequently they need to buy it.
Pick the service that scores the highest and move to Step 3 (you can always
come back to this step if you want to consider multiple products).
Step 3: Get Clear on Your Quarter-Inch Hole
Harvard Professor Theodore Levitt was famous for saying, “people don't
want to buy a quarter-inch drill. They want a quarter-inch hole.” Be clear
about what problem your product solves for your niche. For example, “The
Emergency Taco Kit” makes cooking at home fun for quarantined Angelinos,
while the “Disinfect & Protect” product sanitizes cars for essential service
providers who need to keep driving.
Step 4: Brand It
With a service, you're typically hiring a person. Still, with a product, you're
selling a thing. Unlike people who have names, something like the
“Emergency Taco Kit,” “Disinfect & Protect” and the “Personalised Music
Message” have brands.
Step 5: List Your Ingredients
Service businesses customize their deliverables in a unique proposal for
every prospect, but product companies list their ingredients. Pick up any
package at a grocery store — whether it's a bottle of dishwasher detergent or
a box of cereal — and you'll see an itemized list of what's inside the box,
which is why your offering needs to list what customers get when they buy.
Step 6: Pre-Empt Objections
When selling a service, you have the luxury of hearing your prospect's
objections first-hand, and you can dynamically address them on the spot.
When selling a product, you don't have the benefit of a person to overcome
objections, so consider what potential objections customers might have and
pre-empt them. When selling the “Disinfect & Protect” car cleaning product,
Spiffy anticipated the four most common concerns customers raise and preempts each in their marketing material. For example, Spiffy assures prospects that they have:
• A money-back guarantee for people who aren't sure
• Insurance in case they damage your car
• Trained technicians who know what they are doing
• Environmentally friendly cleaning products so they don't damage the
Step 7: Price It
Services are quoted by the hour, day, or project and usually come at the end
of a custom proposal. Products publish their price.
Step 8: Manufacture Scarcity
One of the benefits of a service business is that you always have sales
leverage because your time is scarce. You can't make more hours in the day,
so customers know they need to act to get some of your time.
With product businesses, you need to give people a reason to act today
rather than tomorrow. This means you need to manufacture a reason to act
through things like limited time offers, limited access products, etc.
Service providers have been walloped, but if you make your service look and feel
more like a product, you may be able to take advantage of our society's flight to
tangible products in uncertain times.
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