When a product does not work as expected we know it has failed, but how will you determine the failure of services. So, here are certain principles to remember when you are marketing services.

• Focus on service: The first rule is to focus on service itself. A lot of companies focus on its marketing activities rather than the service. Marketing is important and essential for any business but if efforts are made to provide quality service and constant improvement is made in service provided then the marketing efforts will be cheaper.
• Face Reality: Many a TIMES the providers are not aware of the quality of their services and they ASSUME it to be good. It is important to face the reality and if the service is bad, improve it.
• Build Relationship: In service industry, you need to focus on building trust AMONG your clients. When you are SELLING your services, you need to develop faith in the minds of your client. 
• Innovation: Being in service industry one should know that service can always be made better and can be IMPROVED. You need to be innovative. The providers need to know what a customer would love to have rather than what they need. Here the industry should try and create something that the customers could not have thought of. 

When a product does not work as expected we know it has failed, but how will you determine the failure of services. So, here are certain principles to remember when you are marketing services.