Maintenance: why to sell it - customer perspective

On my previous post I shared with you my personal opinion on how to sell B2B services. And I took the automotive services as support.

Today I propose you to debate the answer to the WHY question. I take the Maintenance program as the most important After Sales service and I’ll start from the customer perspective. Because everybody knows “it takes two for a tango!” J

Let’s structure the customer needs on 4 levels:

1.       Emotional: what kind of feelings or states do you want the customer to experience while he benefits from your Maintenance program? Is it about the peace of mind given by minimising the risk of breakdowns or fuel consumption? Is it about the joy of fulfilling the contracts and achieving high levels of customer satisfaction? Is it about the excitement of growing opportunities or of leading image in the region and/ or business sector?

2.       Attractiveness: what makes your offer and/ or the Maintenance program shinning into the customer’s eyes? Is it about an unique feature/ benefit you can promise and offer – for Mis-matchers? Is it something the customer is looking for on each offer (i.e. discount, a similar price/km etc.) – for Matchers?  How do you move the customer focus from the price matching filter to the received value matching one? See Tony Robbins: Matchers vs Mis-Matchers

3.       Convenience: how easy is for the customer to benefit from your Maintenance program? What kind of comfort do you offer him? How do you solve his administrative issues relating to fleet management? What about the daily challenges/ stress?

4.       Relevance: how well the Maintenance program fits with the customer operations? How it solves the cash flow issues?

What else would you add in order to build for your customers the best tailored Maintenance program offer?

Next post:  Maintenance: why to sell it – supplier perspective