One of the strategies I've been nagging
everyone about lately (yes, I do mean nag-with a smile of course!)
is to quit focusing on features and start relishing results. So
far, so good. But where a lot of Service Professionals pull up short
is when they try to describe their packages. All of a sudden, features
tumble out like kittens running amok.
Yes, you need to create packages. Yes, those packages
will include a list of features (think the "mechanics" of
what you do here). But that's not what your clients are buying.
What your clients are buying is a
result.
So...what result does your Package A deliver? What result does Package
B deliver? And Package C?
You see, if you're a coach, your clients don't really
care if they get three, 30-minute sessions a month with you, or four,
45-minute sessions.
If you're an organizer, your clients don't care
if they get three hours of your time or four.
If you're a designer, they don't care if they get
eight hours of your time or ten.
What they care about is
getting what they
want!
The coaching client wants to achieve their goals
or make important decisions in their life/business. The organizing
client wants to see their floor and desk top for the first time in
months. The design client wants a marketing package that grabs attention.
For example, when I designed my HorseWise
Brilliance Unbridled V.I.P. program and the Success
Circle Coaching Club, I looked carefully at the results each one
delivers. Both offer similar strategies but the Success Circle is
more of a do-it-yourself program (with an abundance of my mentoring
and coaching) while the V.I.P. program delivers a
very
specific result in a
very
specific period of time (and a pickup truck load of my time, attention,
and expertise).
The difference between these two offers is distinctive
enough to warrant an equally distinctive difference in the investment,
and that's precisely the point. When your packages clearly offer distinctive
results your prospective clients are equally clear as to which one
is right for them. Suddenly, their decision becomes easy to make -yeah!
My request for you this week is simple...and profound.
I'm asking you to visit your packages with your "results glasses"
on. Spell out exactly what is different for your clients
as
a result of purchasing that package (for the time being,
please ignore the mechanics of how you deliver these results). Do
this for each of your packages.
I bet you'll easily create a list of results each
package delivers, which is step #2. Start writing each result each
package will become famous for.
Now, take one more look at your packages. What is
distinctively different about one over the
other? Think in terms of tiers, meaning that each package builds on
the one before it, up to your "platinum" or "V.I.P"
offer.
Congratulations! Now that you're clear about the
distinction in results between each package, you'll find
gaining
the attention and interest of new clients tons easier. Really!
Oh, and in case you're wondering about those pesky
features. Yes, you can talk about them, but
ONLY
after your client has told you which package they are excited about.
