When a potential buyer makes an inquiry, have you found yourself responding with an answer similar to this:
“Well, our process is that first, we find out about your needs. Next, we’ll put together a proposal and then we’ll let you know how much it costs. And then, you can take it from there.”
Why is this a mistake? The problem here is that you’re doing an alot of work – work that you’re not getting paid for – without even ensuring a sale. In addition to not closing the deal, this type of business practice also makes the sales process very labor-intensive for you. You have to take the time to find out the client’s specific needs. You have to write a proposal and you have to work up a cost for them. Then, they’ll decide if they want your product or services.
By customizing your approach for that client’s individual needs, you could conceivably put in a day’s work or more, and have nothing to show for it in the end.
So, the first thing you need to do is stop customizing. Instead, start creating packages of your services and/or products – packages that people can see and buy, right off the shelf.
This is a practice that can work really well for you. By creating a package, you are specifying what your product or service is, setting specific prices, and actually quantifying the benefits of your offer. It forces you to make your intangibles tangible. Customers are more apt to purchase when they can see, touch, taste and smell what they’re getting.
You can also create a variety of packages at a range of levels. Begin with a starter package. You might even consider creating a budget package, to make your services even more accessible. In addition to your base packages, I encourage you to develop a first class program or product – call it The Rolls Royce program – for those people that want the absolute best.
You don’t have to develop hundreds of packages. Two or three range levels are enough to begin with. By offering a range, you’re creating the illusion of customizing. People can basically ascertain their needs, look at your different packages and say, “Yes, that’s the one that’s right for me.”
When you develop your packages, design them so that your solutions match the client’s ideal end results. You want to highlight the benefits, not the features. Your clients don’t care so much about your process as they do about achieving their desired solution. If you’re a coach, for example, you probably focus on the coaching process, but your clients are interested in what that process will do for them.
Maybe they want to simplify their life. Maybe they want to find the confidence to apply for a promotion or find the support to start a new business. Or, maybe they want to find a new relationship or get through a difficult divorce.
There are many different things and many different end results. The important thing is to keep your client’s desired end result in clear focus when you create and describe your packages. Your packages need to clearly show clients how what you’re offering is so closely aimed at that desired end result.
You can still deliver the same quality results you would by customizing, but by turning your expertise into packaged information, you can spend a lot less time, get a lot more clients, and help a lot more people at the same time.
Create Packages Instead of Customizing