Principio Marketing

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For service companies, the tension between marketing and operations is more prevalent than for manufacturing companies. Why? Because service companies do not rely on a physical product to demonstrate the quality of their operations.

Because of that and also because service companies usually face more competition, there is a marketing path many chose to take which uses overselling in an attempt to get new customers. What is overselling? Here are a few examples:

  • Start your business and you too will become a millionaire!
  • Our accounting company will help you save thousands in taxes!
  • Buy this book to ensure a safe and carefree retirement!
  • With promises like these, who would not like to do business with these companies?

    These punch lines do create a buzz, but once the client advances to the 'operations' section of your business, the pressure is on to meet the expectations. You will have to save that client thousands in tax payment; you will have to give enough information for that client to make it big; your book will have to provide sufficient information to ensure a safe and carefree retirement, regardless of changes in the economic environment or other unforeseen factors that may happen from now until then. With such pressure, the chance for failure is great. And by failure, we do not mean not delivering at all; you may have a great success going ¾ of the way, but your client, because of your marketing promises, is expecting so much more, would end up feeling let down.

    The goal should be to have a synchronicity between your marketing and your operation. It is even a good idea to keep a little in reserve so that you can "wow" your clients: right sell and over deliver. That will make your clients your best ambassadors.

    If you have questions about how this technique can be applied to your business, do not hesitate to contact me. I would be very happy to be part of your success.

    Stéphane Elmaleh-Riel, B.Ed., MBA
    Marketing consultant