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Bundle Your Services For Increased Sales

Written by: Jonathan Hook

Article Overview: In some ways, this is a variation of "would you like fries with that". The point here is to increase the value of the sale. But many businesses don't know or understand how this applies to them and what they offer. I am just a simple ________ or I just provide _________ service. No way, you may be leaving a lot of money on the table.

Bundle Your Services For Increased Sales

There are basically only three ways to grow your business. You can increase the number of prospects you have, you can convert a higher percentage of prospects to customers, and you can increase the value of your customers by having them buy more or purchase more often. Let's take a quick look here at having your customers buy more. In some ways, this is a variation of "would you like fries with that". The point here is to increase the value of the sale. But many businesses don't know or understand how this applies to them and what they offer. I am just a simple ________ or I just provide _________ service. No way, you may be leaving a lot of money on the table.

I recently was doing some consulting for a local service business. This business offers services that you might use for your wedding. Initially they had a simple wedding package which included a certain number of hours of service. You could purchase additional hours of service beyond that if you wanted to. The problem with this model is that people see the base price and then they want to make sure they go "over" that as little as possible. When they do go over and you process their charge, they always feel a bit ripped off because in their mind, they had the base price that you initially suggested. Even though everything is on the up and up, they were aware of the extra charges and so on, they still have a bit of a bad taste in their mouth. Here is what we did, we created three different service levels. The basic one, a middle one and an extravagant one. The purpose here was not necessarily sell everyone the most expensive package - though that would be just fine too - but rather, to sell them the middle package. Many people, by the way will often purchase a "middle" package. They don't want to feel like they are too cheap to spend money and they often don't need the most expensive thing you sell. When we bundled the service, we did not simply add extra hours of service and charge more accordingly, we added more service and also a few extra perks that they would not get if they just took the basic package and paid extra for extra time. Remember, the point here is to offer a whole extra buying opportunity for them. The base package included 4 hours of service for $600, the middle package includes 7 hours of service plus some extra perks for $900. The customer gets way more stuff for only half the money extra.

It makes it a lot easier to sell too. When someone calls in to book the service, we can say, well, if you only go over the basic package you are paying almost the same price as package #2, but if you book package #2 in the first place, you also get this and this and this. Needless to say, package #2 has become our best seller and by doing that we have pushed what would have been a $600 sale up to $900. That is the value of a package.

Related Articles
  Marketing: Holistic Value Offers are NOT Bundles
  Product Bundling to Increase Sales
  Double Your Sales
  Create Your Own Referral Sales Force
  Lessons from the Mazatlan Marketplace

Article Tags: bundle, increased sales, package, product, service



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