How do you market two services under one roof?
I have a business that specialises in two areas.
1. Purchasing service/management - product sourcing – Procurement/purchasing agent
I provide a purchasing service, sourcing all types of engineering, industrial and commercial products locally, nationally and internationally.
There are no upfront fees or locked in contracts keeping costs down.
The process is simple:
• You send us your enquiry
• We source the product for you
• We negotiate the best price for you to obtain value for money
• We provide you with a quote for your approval, once approved
• You provide us with a purchase order
• We purchase the item on your behalf
• We organise fright to your door step or you can use your own fright company
• We invoice you
2. I am also an official agents/distributors of major industrial brand names and products, assisting customers in mining, export, import, manufacturing, transport, construction and industrial market
My question is how do I promote or market those services and how do I word it all in my marketing material without confusing the potential client? Also how do I get the word out there to at least get a chance to quote.
Any help on marketing such services world be greatly appreciated
I agree that combining two separate and distinct services under one marketing brochure is confusing to your separate client base. My recommendation is to clearly define your target market for area 1 (including their income, their leisure activities, their family lifestyle, etc). Then do the same with your area 2 target market description. If the descriptions of your target clients in those different products/services are NOT exactly the same -- then I recommend separating your marketing.
instead include each service as an affiliated service to separate website or brochure. Continue to "refer" clients to the other service - but by then, you already have a paying client in one service who already trusts you and understands that you have their best intentions for them.
You will have already built trust with them, and then can recommend your other service as a solution to their next problem or hurdle.
Considering you have on conflict of interest/overlap on the mining sector (no matter what you say about a Chinese Curtain!), you shouldn't. I would promote and run them separately.
Hi Daniel, from what I've read it appears that the two components of your business may have some cross-over but are essentially independent from a functional perspective. In a case such as this I think the best approach is to employ two distinct marketing strategies. Yes, it is a duplication of effort to a degree however the risk of not doing so is the very confusion you are concerned about.
I fully agree with the comments already made. Marketing effectively is such a difficult thing to be successful at these days (I saw recently that each of us is bombarded with 117,000 ads per week!) that you have to be very specific as to what your product or service does for your target prospect. Particularly if the target prospect for each are different, I would take no chance of marketing together and confusing the everyone.
If the services are vastly different, it would be difficult to market them under the same roof. For example, if by “multiple services offered,” you mean a company that offers…
Web development services
Public speaking coaching
I would recommend you break those up into their own individual businesses.
The reasoning behind that is because they are so vastly different. If you keep them under one roof or name, it is likely you will extremely confuse your potential audiences.
If what you meant is a company that offers many different similar services, then I would say that is more logical. For example, if by “multiple services offered,” you mean a company that offers…
Public speaking coaching
Then I recommend selling them all under the same umbrella while simultaneously giving them all their own “voice.”
Practically, this may look like you naming your company “The Speaker’s Voice” with a tagline of “the full-service public relations company for aspiring and established public figures.”
This allows you to package all your different services together while still conveying that you are an expert in many different areas underneath the overarching umbrella of assisting public figures.
So maybe one month you highlight your awesome speaking coaches and a seminar they are hosting at the end of the month. Then, the next month you can highlight your team’s ability to write captivating and interesting press releases.
It is much easier for someone to see how the services work together once they are all under the same umbrella of a company, vision, goal, etc.
Look for the commonalities between the two offerings and then use them as examples of the skills and services you offer rather than isolating them from each other. For example in your case I see expertise in product sourcing and supply as demonstrated by your services of procurement and distribution for major brand industrial products.
Your group has to have an identity easily understandable by your customers. To use a poor analogy, Walmart isn't identified by it's 30,000 products but it's overall vision and mission to it's customers.
Daniel: suggest you develop a Mission and Vision Statement for both businesses, form a parent company with both companies under the parent roof and due separate business plans for both entities.... A score counselor in your areas would be of immense help to you.... Marketing is all about" what part of the customers mind do you wish to own"
You have to essentially split them into 2 pieces. It is 2 separate Marketing/Sales plans and that is best way to go!
Even if the same people are doing both, you are working with 2 separate Customer/Prospect basis. If you get one in the mix, then you CAN sell the other service to them, but they are going to likely make 2 separate decision as well