Selling High End Services Through Customer Dilemmas

The technique of  differentiation based on some elements of "marketing mix" - product, price, place, people, process, or physical evidence, does not work well in high end services. 

That is where the technique of selling based on customer's dilemma comes in. A dilemma is defined as a choice among options that seem equally unfavorable or equally favorable. Dilemmas are not problems - because problems have solutions but dilemmdeas do not.  Dilemmas are not solved but resolved - by properly weighing competing options.   

WHY THE STANDARD POSITIONING DOES NOT WORK?

If you sell your service as a solution to a problem, the client may say “I can do it better myself" or "I know someone who can do it as well as you". But say the same thing as an answer to his dilemma and he may get interested. 

Service : Outplacement
Say : "We help managements (with the dilemma of how to ) fire one of their friends.”

Positioning based on dilemma captures several messages at once. It conveys what you do and also the special way in which you do it.  

Service : PR
Say : "we help companies develop communications for situations where communicating facts is a risk but not doing so is also a risk". 

Service : Financial Planner
Say “I help executives who don't trust experts but are simultaneously afraid that the world is complex and they must act under advice otherwise they may forego  opportunities.  

 
Service : HR Consultant
Say : "We help clients who do not know whether to take a rigid approach to treating talent and see their best people leave or whether to treat people on a case by case basis"