Marketing a service is different from a product in that services cannot be owned, according to LearnMarketing.net. On the contrary, they can merely be used for a period of time. Because of this, it is important for a representative of a service company to focus on providing customers exceptional value.
Whether it's repairing a flat tire or getting a massage, customers seek service-based companies to solve a problem or fulfill a desire. Given this, it is important that the representatives of such companies are knowledgeable in their profession.
Customers have expectations, whether directly expressed or implied, of anyone they do business with. Service companies should strive to meet or exceed those expectations.
Customers have choices when deciding which company they do business with. With this known, a company can add value to the exceptional service it provides in the form of a discount for future services to reward repeat customers.