How to Market a Service Business

I have developed a consulting care-giving service for the elderly. 1 would like to market my services to corporations to help employees on their staffs who are coping with die responsibilities of caring for their elderly relatives. 1 have been stymied by not really knowing how to market to corporations without personal contact. How can I go about marketing and selling my services? Are there any books you would recommend?

Marketing services is quite different from marketing products. Our economy is shifting to the service sector. Ninety percent of all new jobs and 67% of the gross national product are generated annually by the service sector. What complicates your problem is that there are many consultants selling similar services.

It is hard to figure out where you are going if you have not given serious thought to and developed a strategy on how to get there. Take the first step by developing a business plan that will help you focus your energies and build a strategy for launching your venture. I suggest that you get a copy of Program for Writing Winning Business Plans for a step-by-step method of producing a business plan.

Unfortunately, just having a good idea that you think will sell in the marketplace is not enough. Although you have already developed several brochures for your venture, a detailed marketing plan is needed. Ideas for Small Service Businesses covers how to advertise and publicize a service business successfully. It offers practical and innova¬tive suggestions on everything from how to cultivate the right business image to designing and producing effective brochures and ads, to the secrets of generating free publicity.

While preparing these plans and researching your industry, contact both for-profit and nonprofit agencies that are involved in serving the elderly. For instance, contact an association that provides information about elder care services in nursing homes, assisted living facilities, and churches. Be mindful that virtually any service can be duplicated. Therefore, understanding your marketplace, staying on the leading edge, and growing your venture will depend on the soundness of your business plan and marketing tactics.