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Back To School Tips: 21 Universal Success Secrets
You have permission to publish this article electronically or in print, free of charge, as long as the bylines are included. A courtesy copy of your publication would be appreciated - send to: GregReid@AlwaysGood.com Back To School Tips: 21...
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Your 2006 Growth Strategy
At the end of the day, what is every business trying to do?
Grow. More customers, more sales, positive cash flow, larger
deal sizes, higher volume, more billable hours, justification
for higher prices, etc. Ask any hard-working entrepreneur...
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Service Packages That Make Sense
One if the difficulties service providers face is that
many customers buy only sporadically. I think this happens a lot
when your services are viewed by your customers as an "optional
expense." Now that we're coming out of the dot-com crash, people
do seem to be spending money again on personal services, but
you've got to create a reason for them to buy from you on a
regular basis. Service packages, when they're designed right,
can give you more stability in your business by giving your
customers incentive to see you more often. Here are few pointers
on designing your packages:
Determine the length of your packages. Is it multiple
services on the same day, something you do a few times a week,
or several times a month? People like to buy in bite-size
pieces. One type of package I've seen yoga studios use
successfully is "$30 for 30 days." Your package needs to be big
enough to give you stability, but small enough to be a
reasonable commitment for your customer.
Set the standard for a good basic package. You're the
expert! In your professional opinion, what services should be
included for a good, basic package? Take a look at what services
your average customer needs to get good results. If you add too
many services, people won't go for it. If it's too few, it's not
worth the package discount you are providing. Make a good solid
plan that most people would choose.
Create a full-service deluxe package. If someone really
wanted to splurge and get the best of everything you do, what
would you recommend? It should cost about 50% more than your
basic package, and have a savings of at least 15%. At
this level
of service, your customer should be able to relax knowing that
you've thought of everything!
Provide incentives. What benefits do you want to build
into your packages? Offering a price break is an obvious "must
do." But what else can you offer? I include free perks to my
monthly coaching packages, such as unlimited email access and
free 5-10 minute coaching calls between sessions. Some people
give away a book, provide lunch, or increase the quantity of
services in their packages.
Keep it simple. You want to limit your packages to about
3 or 4 max. Some service providers go package-crazy and
overwhelm their customers. Don't make your customers wonder if
they got the best deal or not. Make it easy on them: Package A,
B, C, or ala carte. Then clearly describe your packages in terms
of the benefits. Why would someone choose one package over
another?
Make it attractive. Give your packages unique names that
also meet the professional standard for your industry. For
example, I remember not hiring an integrative physician because
she had cutesy packages named after flowers, like "The Daisy."
Alternatively, if I went to a spa that had packages named after
flowers, I'd think that was really fun! So make sure your choice
fits the kind of work that you do.
About the author:
Jaya Schillinger "The Turnaround Queen" at
http://www.InspirationInc.com is a certified life coach &
small business consultant with over 20 years of business
ownership & management experience in the fields of personal
development, health, and beauty. ©2005 Jaya Schillinger,
Inspiration Inc.
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