Hahn Consulting is the premier marketing consulting firm serving the world's leading providers of services/support for computers, software, networking, office equipment, technology capital equipment, medical equipment, test equipment, and other segments of technology. We have been serving these markets since 1988. The company's focus is on the strategies, marketing and selling of service and support.

Hahn Consulting Research


The goal of research at Hahn is to provide our clients with valuable marketing insights and actionable intelligence. Working collaboratively with our clients, Hahn’s research is used to:

  • Develop new strategies
  • Create new growth opportunities
  • Create or improve go-to-market approach
  • Improve pricing and/or positioning approach
  • Optimize packaged services and support offerings

Research conducted by Hahn includes

  • Customer needs assessments
  • Customer satisfaction studies
  • Win/loss analysis
  • Competitive assessments
  • Benchmarking studies

Hahn Consulting


Our goal is to help you drive services growth and competitive advantage through our expertise working with hundreds of clients across multiple industries. With over 28 years of service marketing projects ranging from:

  • Service portfolio design and transformation
  • Service strategy & execution planning
  • Service pricing best practices
  • Training & motivating product and service sales teams
  • Identification of new growth opportunities
  • Developing compelling positioning, value propositions, and marketing communications,

Exceeding client’s expectations has resulted in 85% of our customers returning to Hahn for their service research, consulting and training needs.



Hahn Consulting has trained more service & sales professionals ( > 25,000) in the skills and techniques of Marketing and Selling of services than any other group in the world.
Clients consistently report the following results of our service oriented Value-Based Selling and Value-Based Negotiating courses:

  • Significant increase in service contract renewals
  • Improved win ratio
  • Improved attach rates
  • Reduced discounting resulting in increased service margins
  • Confident sales reps with a renewed mindset

Hahn specializes in presenting to product sellers (and their leaders) on the value of selling service/support at the point of sale.

As an outside expert on services, Hahn delivers credibility along with your service message. We have trained thousands of product sellers and faced virtually every question and objection that a product seller has thought of.

Training courses consist of the following (offered at your site or a central location):

  • Value-Based Selling
  • Value-Based Negotiating
  • Pricing, Designing and Marketing Services and Support

We have been pleased with the quality of Hahn Consulting’s custom research services for many years. Their research team is extremely responsive, driven to meet critical deadlines, and committed to delivering 100% client satisfaction.
Dana ShalaUnisys

Al is a true professional and unlike most, gives consulting a good name. He is methodical and he does exactly what he says he will do. He’s trustworthy and can always be counted on.
Jack LevinManaging DirectorSSI Partners, LLC

Hahn provided Value Based Selling training for my Services Sales Team. The course was followed by a highly creative and useful role play exercise that fully solidified the concepts and tools provided. The outcome was excellent results for the majority of my team. I would highly recommend Hahn company to others with needs in the area of Services Marketing and Sales.
Don SwansonService Sales DirectorKeysight Technologies