Packaging is everything

When it comes to sales as a service-based business, your packaging is everything. It is the be-all and end-all. It can be the difference between no sales and a high-converting offer.

Why is it so important?

This is where all the value is displayed.

Your price is just a number. Quite an arbitrary number in most instances. Because your price has nothing to do with what the customer is going to receive in return.

I see so many service-based businesses agonising for hours over their hourly rate. Or the price of Package A versus package B. It can be such a time-consuming activity to constantly think about your pricing and if it is too high or too low. If your competitor is charging more. If it’s time for a price rise. Or if you’re not converting. You probably keep coming back to your price.

Your price is not going to be the thing that makes a customer say yes you’re my girl. I need you in my business. But your package and value. That IS going to be the thing.

You see when we are looking at and only focusing in on prices, that’s all about us as the seller. It’s about how it’s going to impact our business and our time. When we flip it and look at the price through a customer's lens it’s not about the money but about what they get in return.

So how do we package to demonstrate ultimately the value the customer will receive in exchange for an arbitrary price tag?

Lead with value and experience. Demonstrate the impact you will make in their business. The time they will save. The stress they won’t have. The things they won’t forget about. The must-dos that will get done.

Think about what compelling language you can use in your packaging that will prompt someone to take action. How can you reframe the language in your packages or pitch so that the sale is about them?

Here is an activity to flesh out your packages and to use language that is more persuasive and in line with your ideal customer.

Make two columns. On the left side write down every service you perform. Think about specific tasks like inbox management, social media scheduling, and bookkeeping. Then on the right side right the result of the task for the customer.

Once you have done this activity. I encourage you to start leading with the value you provide in your packages. What you have done straightaway is instead of talking about yourself, you are now showing them a tangible result that they will directly benefit from if they engage in your services.

It is absolutely crucial when you are having a sales conversation or writing sales copy that you demonstrate value first and foremost. Before any pricing conversation is to be had, the prospect has to be sold on the idea that value lies behind the price tag.

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