Are You The Whole Package?

If there is one thing I learned over the past 6 months of starting my own business, it’s that packages seem to work best.

Written Feb 28, 2011, read 2167 times since then.

If there is one thing I learned over the past 6 months of starting my own business, it’s that packages seem to work best. Because…

For people like us, I believe it’s not so much about charging clients or customers based on one singular hourly rate. It’s about the value they receive in return - and sometimes it’s really hard to communicate everything someone is getting in just an “hourly rate.”

That’s why I believe we not only should be “the whole package” we should at least offer one too. When we do. Our clients feel just as we do - as if we’re getting more, for less. And I think that’s exactly how it should be.

So here’s a few ideas you might just want to think about in creating “the whole package.”

Don’t make a package. Find one.

Here’s what I mean.

After a few months of talking with some small businesses I found a hole. A combination of things people wanted, but something I didn’t offer. Nonetheless, I found that I could still be of service to them…

And without costing those just starting out, more out of pocket than the actual value they receive in return, I created a brand new one out of thin air. Not based on what I want. Based on what they want.

So I launched what I call, “The Simple Solutions Pack.” Nothing big. Nothing fancy. Just a basic solution for a basic small biz problem…

Trying to do everything ourselves without knowing how bad it could be (to do everything ourselves).

Give more. Earn less?

I always feel like the big fast food chains over the past few decades popularized this. It’s the “extra value meal” deal of the century.

For me, I have an “a la carte” rate (the most expensive) and have reduced rates based on more involved things (like copywriting an entire web site from scratch).

So as your customer spends more, they should get more value in return (and save more in the long run).

Communicate the value. But not the whole shabang.

When talking with people (especially new prospects), we get overwhelmed and don’t hear much past two or three things mentioned.

So when you write and/or explain a package, just put in a few benefits of what people get. As a whole, it should solve the most common pains of what you’re prospects are facing…

Saving them time, money and frustration.

Put a due date on it. Things get sour.

Listen… we all know there’s a ton of people out there who like to take their sweet time. Giving us every kind of excuse known to man to not take advantage of our one of a kind offer.

That’s great!

However, they just need to be aware of the fact that our one of a kind package could very well end on _____ date (or it’ll get sour – like milk). So basically they can take all the time they want, but if they don’t decide by a certain date, they don’t get in on all the action.

They lose out.

So that’s about it. I know there’s a ton more to it than what I mentioned. But hopefully that gets everyone off to a good start. And gets some to understand, nonetheless, you can’t really be “The Whole Package” if you don’t at least try and offer one.

Learn more about the author, Jared M. Kessler.

Posted by Eva Conner, Seattle, Washington | Mar 17, 2011

Good call--I was just speaking with a social media guru/fellow entrepreneur who said that her business started taking off when she started creating packages. People want something digestible, especially in these Web 2.0+ times when folks know that they should have a presence all over the place. She has a Social Media Starter package for a few hundred bucks (mostly training) and it steps up from there. As a new freelance writer, I'm going to try out the package thing, too! Can you share any of your biz package contents?
Posted by Jared M. Kessler, Seattle, Washington | Mar 17, 2011

Hey Eva,

Thanks for you comment.

Sure thing. Here's a rough idea of something I used. I actually tweaked it to add an ending date (but can't find that "tweaked" version). I think this would be a great start, though:

http://www.thekickasscopywriter.com/wp-content/uploads/2011/03/Simple-Solutions-Pack-TKAC.pdf
Posted by Sheila Hoffman, Seattle, Washington | Mar 17, 2011

Hey Jared,

I missed this when it came out. I like it. Makes a lot of sense. I've always offered packages. I find most folks want to know how much something costs up front, so there are no surprises. It also puts the emphasis on the value of the services rather than on the speed with which it's offered! It's a different mentality.

Sheila
Posted by Jared M. Kessler, Seattle, Washington | Mar 17, 2011

Thanks for your comment Sheila. Great point. Always important to be as clear as possible up front.

Value is ALWAYS key too. That's why I never try to talk about price (until I at least talk with people first). Without knowing the actual value, it's all just numbers. *J
Posted by Eva Conner, Seattle, Washington | Mar 18, 2011

Thanks, Jared! This is incredibly helpful.

You are inspiring me to figure out my own ways to kick ass...

E
Posted by Jared M. Kessler, Seattle, Washington | Mar 18, 2011

Sure thing Eva. I'm glad I can help. *J
Posted by Karolyn McKinley, Seattle, Washington | Mar 21, 2011

This makes alot of sense Jared - I am definitely one of those kinds of people that go for the "package deal" but I never thought about it in terms of the type of services I offer. I will have to think on this and see if I can "find" a package as you suggest.

As always, love everything you write!
Posted by Jared M. Kessler, Seattle, Washington | Mar 21, 2011

Hey Karolyn thanks so much for your comment! To tell you the truth, everything I've ever done for a client was a "package deal." :)

So hopefully a few of these tips really help someone out.

Oh and thanks for the rest of your kind words! I'm going to tell everyone that doesn't "love everything I write" to read what you just wrote!

Seriously. LOL!

*J