22-02-2017, 11:09 AM
Marketing and selling services requires a special set of tactics and priorities compared to the sale of physical products. The marketing triangle of service breaks the marketing tasks of your business down into three types. As a service business, you should market both your employees to understand the focus of your business and your customers to do more business with you.
Triangle Points
Each side of the service marketing triangle represents a type of marketing and the types interact between the entities at the points where the sides are located. At the top of the triangle is your business organisation. In every corner at the bottom of the triangle are your clients and their employees who interact and provide the services to their customers.
Internal Marketing
Internal marketing is the side of the triangle between your organisation and your employees who provide their services to customers. Marketing issues include proper training on the services to be rendered and customer satisfaction service techniques. Internal marketing requires that you engage with your employees and know the goals and even the issues facing the business. Internal marketing can also include a performance reward system for employees who offer the highest level of customer service.
External Marketing
External marketing goes from your business organisation to customers and potential customers. This is the traditional way of business marketing, showing customers how the services provided by their business benefit them. External marketing includes advertising, your website and your company's social media efforts. The purpose of external marketing is to fill the line of business with the future business.
Interactive Marketing
The side of the triangle between your employees and clients is called interactive marketing. This form of marketing revolves around how your employees offer the services your company provides. The goal is to have highly satisfied customers who become long-term and repeat customers. The effectiveness of interactive marketing is related to the internal marketing efforts of your business. Interactive marketing is also how your employees keep promises made by their external marketing efforts.