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SERVICE HAS
LOST ITS
SERVICE I.Q
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GO BACK TO SERVICE MARKETING 101
& CONTACT BJ MANNYST FOR MORE HELP

What is service?
The Nature of Service:
• The service and the creator–seller of the
service are often inseparable.
• Services are variable or heterogeneous.
• Services are highly perishable, cannot be
stored, and the demand for services
fluctuates.
• So selling service requires the incorporation
of some form of tangibility like issuing a
membership card.
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Definition:
Services are distinguished offerings of intangible
goods in exchange for monetary value or other
value that satisfy customer needs or wants with
intangible benefits.

Ways To Succeed?
Branding:
Branding is not the most important aspect of service
business however it is very crucial to get it right.
The brand should be:
• Good name, design and colors
• Relevant and appealing
• Unique if possible
• Easy to pronounce and remember
• Flexible and helpful to any additional services
• Clear and understandable service description
and benefits
• It's what people say it is
• For more branding best practice visit
blog.bjmannyst.com
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Segmenting & Targeting:
Service segmentation is fundamentally
the same process as that for a physical goods,
with two points of difference: customization of
the service, and delivery of the service.
Also what's important is fine-tuning the target
customers you wish to serve. There are many
ways to do this and it requires thought.

Ways To Succeed?
Sales Objectives:
Services will need to be sold
in a way that the customer
sees benefits and value for
a reasonable cost.
Plus having a target sales
goal can be great motivators.
While being aware of
industry norms.
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Product/Service
Objectives:
There's always a need for
focus on the wants, needs
and perceptions of your
consumers and the
general public.
Being able to design the
service that meets the
needs of your target and
gets repeat business is still
key.
Market Analysis:
Hopefully you and your
team have ways to
analysize the market
conditions.
Is it growing or dyeing?
Global Environmental
Analysis:
The world is a global village
and you are just another
neighbor in neighborhoods.
In today's world, regular
research and assessment on
the global environments is
still very crucial if you wish
to stay in business.

Ways To Succeed?
Community:
Every business with a
customer or fan should be
building a community
around themselves so they
can learn and grow and help
their community members
do the same.
Events:
The need for offline
experience is growing
everyday. Companies like
Amazon, Microsoft, Apple
know it's also about
securing the bond.
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Content:
The use of quality-relevant
content to aid your
inbound marketing is still
very crucial to service
companies of all size.
Your companies content
should be working to drive
traffic and attention to you.
Plus don't be afraid to
spread some good
entertainment. : }
Consistency:
If customers can't depend
on you to be consistent,
then you can wish all
customers goodbye.
Consistency creates loyalty
and encourages others to
gravitate to you. It also
means you know what you
are doing.
Reliability:
Customers expect products,
and service providers to be
dependable and precise.
Most business owners
wouldn't find it funny to hear
their data in the cloud has
been lost. Or to hear you've
messed up their order for the
eleventh time.
Audits & Checkups: Possibly
some form of regular checkup
with all stakeholders on a
quarterly basis. So you can see
how well you are doing.
BJ Mannyst team could take a
look. www.bjmannyst.com

Ways To Succeed?
Consumer & Persona
Analysis:
Understanding the profiles
of your customers is
absolutely crucial.
What their expectations and
their pains are.
Some people will have
modest quality, price and
after sales service needs
and some need the very
very quality, experience and
support service.
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Local Environmental
Analysis:
Conduct a local
environmental analysis
that looks at your local
market and use the
findings to build up your
network of business
contacts, knowledge of
competitors and truly
understand what
customers want.
Strengths, Weaknesses,
Opportunities and Threats
Analysis:
Set time to update your list
of SWOT for your business
such as customer
acquisition abilities, talent,
cost effectiveness, service
quality, technological,
customer loyalty, etc.
Thought Leadership / Be
Visible:
To be just another service
provider, there's a need to
project either very boldly
or quietly your reputation
and expertise.
Because most people are
buying services based first
on some form of
established reputation
online or offline.

Ways To Succeed?
Advertising Examples:
It doesn't hurt to have a
good idea how you want to
convey your image.
Learn from others and turn
it to your own.
No one really wants another
McDonald ad or a Samsung
ad or an Apple Ad.
Convey your uniqueness
and benefits.
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Position Analysis:
Your positioning in the
market place is crucial. It
basically says what part of
the playground you intend
to play in.
Are you in the high-end
slides made with gold, the
good enough slides, or are
you in the cheap one-
time-use poorly made
slides?
Demographics, Consumer
Statistics and Budgets
Analysis:
If you don't understand the
current and future
demographic such as:
populations, age,
occupation, ethnicity,
income, lifestyles, families,
etc. . .in your market then
you shouldn't be in the
service business.
Get Repeat business
A service business without
repeat business is not a
business.
Get the best service design,
hire right, serve well,
engage diversity.
You as a service provider
must make sure the buyer
doesn't regret doing
business with you.
So always try to put your
best foot forward.

Ways To Succeed?
Administrative Systems:
Are essential to any group,
community, nations ability
to maintain order,focus and
keep people accountable.
Administrative systems are
basically a set of rules and
regulations that people who
run an organization must
follow.
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Daily Operations and
Production:
Having a good idea of how
your day begins and ends
is a good way to manage
your operation.
Service of any kind is like
operating a cruise ship.
There are people with
different roles and
responsibilities who need
to know what is expected
of him / her.
Main Competitors:
Every business has
competition even a
monopoly might have little
tiny competition. It still
comes down to where else
can people spend and
meet their needs.
Your competitor could be a
new business offering a
substitute or similar
product that makes your
own redundant.
Market Tests:
Your time and money are
extremely valuable to you
and your team so it could
be a waste if you failed to
test, test some more the
need for your service.

Ways To Succeed?
Unique Value Proposition
(UVP):
In today's modern society
customers are always willing
to pay more for services if
they feel it delivers on its
promises that fulfill their
needs and gives them
unique experiences.
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Competitive Advantages:
Being aware of the
competition is not a bad
thing. It's a way to help
you get better in life and
business.
However if you want to
excel finding your
competitive advantages is
very important and a
sustainable one, helps.
Implementation:
Everything about business
or service or art still comes
down to going through the
ups and downs in the
pursuit of accomplishment.
Finance & Legal:
Everything in business
requires a good
understanding of finance
from debt, to crowd-
funding, revenue, to equity
financing with VCs.
Legal is still essential in the
game of service business.

How far with mediocre?
Conveying Expectation:
• There will be times when the
customer doesn't know enough
but thinks they know
everything.
• There are times when your
service delivery is not constant.
• There will be times when your
company might not be
communicating your message
properly.
So it will be constantly crucial to
communicate properly what you
provide and what customers
should expect.
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Maintaining A Five Star Quality
Service:
If you truly want to be the best,
you can't afford to settle for
mediocre. It might be lonely being
the Hussein Bolt of your industry
but why would you want to be the
tenth. Maybe just being the
number one in your neighborhood
is a start.
Part of rising to the five star
standard is truly understanding
customer expectation.
Avoiding Commodities:
It will likely be ever more
competitive in the service space
and not just selling commodity is a
great way to be more profitable.
A constant ability to identify new
product opportunities that solve
problems and create new
customer experience.
Understand Service Lifecycle:
There are services that will no
longer be of value. Shoe repair
man, TV repair, milk man, offline
retail, etc.

Technology in service?
The Tools Needed:
A service provider is going to have to become
very good using numerous tools or outsource
some task to a third-party or an A.I.A(Artificial
Intelligent Agent).
The following is a list of tools that will still require
continuous use:
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The reality:
Technology in our lives are getting more smarter
and with time we may become ever more
dependent on them to keep us safe and alive.
The smart technology we worship like saviors, are
still going to still need the human touch. The
driver-less cars, the flying cars, and IofT devices,
robotics are still going to require a substantial
amount of complimentary services from humans.
It will be a continues evolution and adapting
world for most service providers.However there's
going to be higher demand for responsibility,
fairness, privacy, accuracy and security.

Technology in service?
• Editing & Reviews
• Data Analysis
• Optimization
• Relationship Management
• Event Management
• Security
• Content Management
• Automation Management
• Legal Coordinator
• Video Production
• News & Trends Monitoring
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• Social Media / Social Networking
• Influence Marketing
• Reputation Management
• Collaboration Tools
• Communication
• Access To On-Demand Resources
• Design & Creative
• Promotional Goods
• Document Management
• Data Storage

How to p's?
Place Service Performed:
There are some services that still need a brick-
mortar location to perform service. You could
lease your space, get a mobile setup like going
direct to the customer.
This also helps in selling services because people
can get to see the equipment, feel the paper
work, uniform, other goods to help,...
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The thing about service is that it takes a
combination of factors to get the perfect
outcome. Part of the factors is getting the right
marketing mix utilizing: price, place, promotion,
people, process, personalized, etc
Basic Pricing Methods:
• Cost of product plus a percentage mark-up.
• The price customers are likely to be prepared
to pay.
• Match what the competition charges

How to p's?
People On Your Team:
Everyone from the front-line to the very top
people most be great people who get the
importance of service and customer service.
The wrong people doesn't help you to keep
customers, keep team members, keep leaders,
etc.
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Basic Promotion Methods:
The promotion of your service is going to require
thought. You can learn from others in the same
industry or outside of it.
At the end of the day, service is all about people
so put your own personal touch. A unique touch
that distinguish you from the crowd.

How to p's?
These elements of the P's, also known as
marketing mix or variables, are controllable by
marketers and are the key to attracting a specific
target market.
If you are an owner of a service business, be very
knowledgeable of the marketing mix and how it
influences purchases and perceptions.
For further help, contact myself:
mblog.bjmannyst.com
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Process:
Without a proper process you can't deliver the
service properly daily. Commit to a standard
process with some flexibility.
See if you can incorporate the customers
involvement.
Have contingent plans for unexpected demands,
emergencies, or slow downs.

Want to be 5 star?
Want Further Help:
>Attract new customers
>Save time and money
>Boost sales
>Create awareness
>Content
>Community
>Design
>Strategic
>Tactics
>And More.....
VISIT: WWW.BJMANNYST.COM
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5 Star:
To achieve a five star effort in all aspects of your
business, you'll need to pay attention to the
overall detail of your operation.
COMING SOON
eBook: How To Become
A Five Star Service
Provider

Using inbounding?
Common Solutions:
• Continue to nurture relationships with people
after you close the deal
• Focus content on answering questions and
solving problems for your target audience
• Deliver interesting, valuable information to
customers with a consistent, relateable voice
• Understand the importance of brand
awareness and engagement
• Utilize responsive design as a mobile-friendly
solution to deliver a consistent experience for
customers across devices
• Invest more time in analyzing consumer data
to better engage customers
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Common Service Challenges: FILLING
THE PIPELINE WITH
LEADS FOR YOUR
SERVICE BUSINESS

Using inbounding?
Common Solutions:
• Utilize automated systems and tools to
optimize customer data
• Take a balanced approach to marketing with
inbound and outbound initiatives
• Be sure your email campaigns are
personalized, branded, and high quality with
engaging videos, motivating content, and
related articles
• You can sabotage your inbound marketing
efforts if you direct them toward the wrong
audience
• First determine the type of clients you want
and research their demographics to know
which types of information they are looking
for; then, create content specific to your
audience’s needs
• Prioritize converting website experiences into
relationships
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Using inbounding?
Common Solutions:
• Respond to every review written online and
encourage current customers to leave reviews
of your service.
• Begin by optimizing websites and including
content search engines can find; save email
marketing for later
• Work more efficiently by generating leads to
hand off to sales via website-traceable leads
with content
• Perform keyword research to identify key
phrases and strategic ways to increase search
engine result page rankings for each individual
page on your website
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Common Solutions:
• Offer loads of valuable insights and advice on
your website to demonstrate your knowledge
and demonstrate that you can be trusted as a
fiduciary
• Be prepared for more information-savvy and
selective clients and prospects
• Engage consumers by making messaging
customer-centric
• Establishing yourself as a trusted adviser who
shares advice via useful content
• Measure the effectiveness of various inbound
marketing strategies
• Have multiple contact points across different
channels. :

Using inbounding?
Common Solutions:
• Create a Facebook business page to share
your products and services
• It is not enough to produce content; it must
educate, inspire, and entertain your audience
so that it can break through the clutter
• FYI marketing is an overall long-term
marketing effort
• Make the process seem less like a sales pitch
• Put more effort into email marketing than
outsourcing your network to a social network
• Build your own email database rather than
purchasing one from a list brokering company
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Common Solutions:
• Build campaigns around addressing business
challenges ideal prospects have
• Base buyer personas on your own client
information and industry data
• Blogging is essential for growing business
online
• Downloadable content dramatically increases
your lead flow
• Social media builds your reach online
• Ensure you have a clearly defined target
market

Using inbounding?
Hope That Was Helpful
in getting the service
back in your service and
if you need help FILLING
THE PIPELINE WITH
LEADS FOR YOUR
SERVICE BUSINESS,
GIVE, BJMANNYST.COM,
A SHOUT!
CHEERS!!!
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Common Solutions:
• Define your branding by telling your story and
controlling content with consistent messaging
• Get your business cards into the hand of
anyone who can help you
• Attend meetings of professional groups,
• Pay for membership in those groups that
attract your target customers.
• Become actively involved in 2 or 3 of these
groups.
• If your product or service is appropriate, give
demonstrations
• Offer a free, no obligation consultation to
people you think could use your services.

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For further help with your service business,
contact Manny via www.bjmannyst.com or
mblog.bjmannyst.com
HOPE YOU
ENJOYED THIS!!
***This material has been
prepared for general
informational only and is not
intended to be relied upon as
specific professional advice.
Please refer to your
advisers.The views of third
parties set out in this
publication are not necessarily
the views of BJ Mannyst
Copyright © 2017 Emmanuel
“Manny” Omikunle & BJ Mannyst.
All rights reserved.. BJ Mannyst™,
its logo, and “Serve, Engage, Undo-
Ordinary™” & Founders Under 40™
Group are trademarks of BJ
Mannyst.