TRUST BASED LOGIC FOR PROFESSIONAL SERVICES MARKETING

SEPPO KUULA

SEPPO DBA

Speaker: Seppo Kuula, Chief Executive Officer of Siili Solutions Oyj since 2010. Three degrees; B.Sc. (Eng.), M.Sc. (Ind.Eng. & Mgmt), eMBA. Versatile background in Leadership in the multicultural complex technology environment. Career is significantly focused in the Change and Sales Management, International Business Development, and value based Productization of Services.

PRODUCTIZATION EXPERIENCE SEPPO DBA

Efore, intelligent uninterrupted power supply for telecom sites. ~

ADC, to define a global RF - product line to telecom operators based on 735 components delivered to OEMs. Product definition, R&D, piloting, launch and

sales development in two Continents. ~

SIS, Stealth Cell Site solutions for wireless operators. First products, then servitization.

~ Elektrobit, expertise sales based on the reference designs and ”original

design engineering” – model. ~

Mesaplexx, cryocooled components as the co-siting solutions. ~

ENTERPRISE SOFTWARE SYSTEM INTEGRATION SERVICES FOR BIG CORPORATIONS and public sector

PRODUCTIZATION OF PROFESSIONAL SERVICES - TRUST BASED LOGIC

PRODUCTIZATION OF SERVICES SEPPO DBA

The challenge is in productizing the individual expertise based professional service, which requires local presence.

~ Solution oriented offering, transparent business model, agile deliverables

with Lean project mgmt, and always the best customer experience seeking company culture.

~ Productivity in the professional service business is a function between the unit price, capacity utilization and internal efficiency. Reducing the waste,

being open and honest. ~

The third angle to productization is the capacity management and growth. Expertise and skills are the offering, not individuals.

~ Working with the customer, not for the customer.

TRUST BASED LOGIC SEPPO DBA

What is the sales and marketing process as the trusted advisor? Sales versus project management.

~ Marketing oriented management and customer oriented offering in practice. Organization responsibilities, distributed sales responsibilities, using culture

as an asset for growth. ~

Building the trust. Creating the commitment and good customer experience. ~

Every resource is a salesman, good or weak one. Building the trust incrementally.

~ Beyond the traditional marketing mix; product is trust, relationship is an

asset, and the best customer experience is the baseline.

SERVICE MARKETING IN THEORY

SERVICE MARKETING BACKGROUND SEPPO DBA

McCarthy et al. introduced the marketing mix – theory, which developed as the “Seven Ps”. 7 Ps is a marketing model that refers to the traditional Ps, ’Product’,

’Place’, ’Price’ and ’Promotion’, plus service dominant 'Physical evidence', 'People', and 'Process':

~ ”Servitization” term is loosely used for delivering of a service component as an added value, when providing products. Christian Grönroos has written various

service marketing (promise management), and servitization articles. “Transforming manufacturing into service business.”

~ Aussie Peter Bowman suggests implementing “Seven service marketing

principles” which include value, business development, reputation, customer service and service design.

~ Vargo and Morgan (2005) presented their idea of “Service dominant logic” for marketing, one in which service provision rather than goods is fundamental to

economic exchange.

THANKS!