Learning Objectives
- How to create high value services and solutions
- How to develop value propositions to move beyond mere cost reductions
- How to generate service pricing power through better poker playing skills
Program content
The long-predicted "services economy" is here and companies in all industries are making significant investments in services and solutions portfolios. Providing compelling service value to customers is difficult and the road to service program development is lined with unprofitable detours leading to "me too" offerings. Such offerings cause vendors to fall into a "commodity trap." Furthermore, most customers have learned how to grind down potential suppliers in brutal contract negotiations. The result is that returns on investments in services capabilities can be slow to materialize for even the best firms. Profitable services marketers are astute students of customer economics and are adept at using their insights to create differentiated offerings that generate customer interest and pricing leverage.
Participant level of understanding
This program is intended for participants with a basic or intermediate level of understanding on the topic.
About Mark Burton
Mark is Co-founder and Vice President of Consulting Services at Holden Advisors. He is responsible for the day-to-day operations of the firm's consulting organization and leads the development of the firm's project methodologies and analytical processes. He also leads consulting engagements; directing team efforts and providing council to client executives.
Mark has 16 years of experience in sales and consulting in the areas of strategic marketing and pricing. Prior to joining to joining Holden Advisors, Mr. Burton was a Director at Strategic Pricing Group where he developed a number of ground-breaking solutions to clients' pricing problems. Earlier, he held a number of technical sales and product management positions at Panametrics, a manufacturer of industrial ultrasound systems. He spent extensive time in the field selling and ultimately managed global sales for a key product line used by petrochemical, power generation, and aircraft manufacturing and maintenance companies.
