Are your packages boom or bust?
© 2006 - 2009 Kendall SummerHawk
Just the other day, one of my Brand Authenticity Master Mind clients (I'll call her Sarah) said, "Kendall, I don't get it! I created packages like I'm supposed to but no one is interested in them. Help!"
Now, packages, branding and pricing are my "thing" so despite the upset I heard in her voice, I was pretty excited. I asked her to go over each package. After hearing just three sentences I had pinpointed the problem and knew exactly what to do to solve it.
You see, Sarah had made the same mistake a lot of people make when it comes to creating packages. She had created her packages based on how much time she was spending with her client, not to mention completely skipping the benefits that made each package unique.
On top of it all, Sarah had priced her highest level package far too low, which meant that by the time she got to her entry-level package she couldn't charge enough to even make it worth her while.
So how could Sarah create packages that are rich with benefits, worth more money and offer greater value to her clients? Easy!
FIRST, Sarah needs to decide what OUTCOME her packages deliver. Clients don't pay for time, they pay for results. To help her (and you) I suggest creating a clear, specific outcome statement she can use to keep her focused and on track.
For example, when creating my "Give Your Pricing a Kick-in-the-Pants" program (yes, it's a program, not a package but this strategy works just the same) I created the outcome statement, "Participants will learn how to confidently raise their rates and reframe their relationship with money so they bring in more income." Nothing fancy; just a simple statement that keeps me focused on VALUE.
NEXT, Sarah needs to create a clear, specific list of BENEFITS her clients will get from purchasing her package. The list needs to be specific and as tangible as possible. None of the fluffy, vague "They'll feel happier." Instead, this benefit list must list specific skills or situations that will be improved or goals that will be met as a result of hiring her.
THEN, Sarah can choose what actual services to put into each of her packages. I recommend aiming for a blend of time with you interwoven with "goodies" that can be downloaded or mailed. That creates a robust package without chewing up gobs of your time.
FINALLY, with her Outcome, Benefits and Services in place, Sarah can choose what to charge for her packages.
Now, instead of trying to sell a list of features, Sarah is offering a choice of packages that are each rich with benefits and right on target with what her clients want. Cool!
About the author:
Kendall SummerHawk, Million Dollar Marketing Coach, delivers smart, savvy ways entrepreneurs can turn their hectic business into a smooth-running, fun, 6-figure money-making dream. To learn more about her book, Brilliance Unbridled, and sign up for more FREE tips like these, visit her site at http://www.kendallsummerhawk.com
NOTE: You are welcome to “reprint” this article online as long as it remains complete and unaltered (including the “about the author” info at the end). I would also appreciate a copy of your reprint sent to kendall@kendallsummerhawk.com