Are you still stuck in the trap of trading hours for dollars? If you struggle with packaging your one-on-one services, be sure to read on to get my top 6 tips for packaging your services so they’re irresistible to prospective clients.
Tip #1: Offer options
When you offer more than one option for working with you, you shift prospects away from a “YES/NO” decision and into a a “WHICH ONE?” decision. I personally like to offer 3 package options at different price points, with different levels of personal access and support, to serve different clients’ needs. This way there’s something for those who want a deluxe experience, those who might be stretching financially to afford working with you, and something in the middle. In addition to offering package options, I also like to offer payment options–with an incentive for paying in full.
Tip #2: Blur the lines between hours and dollars
I advocate pricing your services based on the VALUE that someone will get from working with you, rather than on the number of hours of service you’re providing. But this can be a big mental shift for people, and many of your prospects will hear your package rates and pull out a calculator to figure out what they’re paying per hour. That’s why you want to blur the lines between hours and dollars. Here’s what I mean. Throw other bonuses and perks into your packages so it’s not a direct calculation for them. Some examples include unlimited email access, discounts on your group programs and products, access to the recordings from one of your past events or access to a private Facebook group for your private clients only. BUT (and this is important!)…be sure that you personally have a sense of what you’d like to make per hour and that’s calculated into the pricing for your packages. And also make sure there’s a cost-benefit to choosing a higher level package (e.g., if they did calculate your hourly rate, it would technically be less per hour, the more hours they sign up for).
Tip #3: Name ’em and make it clear who each package would serve best
You should have a sense of who each package would serve best. For example, my 6-month program is great for people who want to make fast progress and see results as quickly as possible; my 3-month program is ideal for those who want to make consistent progress, but need less guidance through the process; and my Full- or Half-Day VIP sessions are perfect for someone who just wants to pull together their overarching marketing plan or needs to work through 1 or 2 specific challenges (e.g., pricing & packaging, enhancing their sales skills, beginning to offer leveraged services/passive products, etc.)–but someone who doesn’t necessarily need support in implementing those actions. Ultimately, your prospects will pick the package that resonates most with them, but be sure to offer your opinion as to which one would suit them best during your enrollment conversations.
Tip #4: Lead with your “juiciest” package
When sharing your options with prospects during your enrollment conversations, be sure to lead with your top-tier package–and let them know that it truly provides the best value (if, indeed, this is the case for their particular situation). Why? First, people subconsciously HATE things being taken away from them, so for those prospects who value premier services, the other options will seem less appealing in comparison. Second, if cost is an issue for them, you get the “sticker shock” out of the way and your lower-level packages will seem like a bargain comparatively.
Tip #5: Make sure your clients will get great value–even in your lowest price-point option
Just because your lowest-price point option includes less access to you and fewer fancy bonuses, make sure the value will still be there for your clients. For example, when I launched my business and was creating my packages, I considered having my lowest-level package include 2 hours of coaching a month. At that time, I consulted with a business coach who recommended that I switch that offering to a Half-Day VIP session (3 hours)–because that way, the client would get the same value from one day of working with me than they would’ve previously gotten in 6 weeks (if they had a one-hour session every other week). So they’d feel more satisfied with their experience. That’s exactly what I decided to do–and it’s worked out great!
Tip #6: Make it easy for clients to upgrade
Keeping the last example in mind, there was another benefit to making my lowest-level package a Half-Day VIP session. It’s that I actually include a Half-Day VIP session in each of my upper-level packages to kick off our coaching together. So, if someone were to select option 3 and then decide after their session that they need more support in implementing everything we planned out, it’s an easy upgrade. I can just apply the fee they paid to one of my larger packages and go from there.
I’d love to hear…Which tip resonated most with you? Are you planning to implement any of these strategies? Or do you have your own packaging tips you’d like to share? Please go ahead and share in the comments below…
And if you’d like personalized support in crafting your own one-on-one packages, let’s talk. Go ahead and email email@example.com and we can schedule a quick 15-minute consultation to discuss your coaching options.