Module 2: The Importance of Service

Why Sell Service?

Another important reason to sell service is that it enables entry into new markets.

When your customer purchases new technology, they need to feel comfortable that they will be supported in those rare cases when things could go wrong. If you are unable to offer this support, they are likely to go elsewhere to find it.

This does not necessarily mean that your organization needs to know everything about a new technology. Instead, if you are backed up by a manufacturer’s service and support, then this will help to increase your customers’ comfort levels and satisfaction.

Additionally, service is a great way to differentiate yourself from other companies marketing the same equipment to your customers.

If you can demonstrate that you add value to your customer – over and above that which your competition adds – by offering a support solution that takes care of your customer in the long run – then YOU are more likely to be the one to get that customer’s business. In your customer’s eyes, the additional value that you provide may be the deciding factor that causes you to stand out from the competition.

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