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!
