You might have heard the saying:
The confused person never buys.
When we’re confused, we don’t purchase. Simple as that.
I’m sure you’ve been there yourself many times. You see something you’re interested in online, so you click through. But then you end up confused about exactly what they’re offering, or maybe there are too many choices and you don’t know which one’s right for you, and because it’s all too hard and you’re busy, you bounce. You click away and get back to what you were doing.
This happens so often and it's one of the main reasons that advertisements or offers don't convert: Your prospects are confused.Tweet it
So as a business owner, you need to do everything you can to make sure that your product and service offerings are clear and concise.
If you’re a service business, you’ll need to master the art of ‘productisation’, which means turning your services into clearly defined products. The official definition of productisation is:
Productisation = The process of developing services into standard, packaged, and marketed products.
(Reference: Investopedia).
People like to buy service packages that are clearly defined, that have a beginning and an end, and that promise a significant transformation as a result.
Presenting your services in the form of ‘products’ allows your prospects to get an understanding of the range of services you offer and the results you achieve, so they can choose a package that suits their needs and budget.
Interestingly, research has shown that psychologically, people like to choose between THREE options. It gives them a sense of the full range of options available to them and they can choose the tier they want depending on where they’re at.
Don’t include more than three options in your productisation table! It’s too confusing and your customers are likely to remain indecisive.
If you run a product-based business, then simply use the process I describe below to present the most popular product packages your clients buy.
Here are some rules to apply to your productisation:
- Develop three different service packages that represent different ways clients can work with you.
- Present your three service packages in a single table ranging from lowest price (left) to highest price (right).
- Use a catchy (emotional) name for each package that speaks to the transformation you deliver.
- List the features that are included along the left vertical column.
- Use ticks to show what’s included in each service package.
- Highlight your middle package as being the most popular (if in fact, it is!). If your products are priced and constructed the right way, most people will choose the middle tier.
- Show the investment at the bottom. Pricing should increase from left to right.
To help you develop your own productisation, here is Fempire’s table showing the productisation of our private coaching programs.
Fempire Private Coaching Productisation
The process of productisation is the easiest way to showcase your products or services in a way that is clear and concise, giving you the best chance of closing the sale.
How can you present your products or services in a table like the one shown so that you give your prospects the best chances of buying what they need?
I hope you found this helpful!
Please reach out at [email protected] if you need help figuring out your productisation process. I’d love to help!
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In service to your success,
Kate De Jong, Ph.D
Fempire Coach for Thriving Female Entrepreneurs
[email protected]
+61 424 176 658
www.katedejong.com
Kate De Jong is a business and marketing strategist for start-ups and small business owners who want to grow their business with ease. Kate is a bestselling author and a Chief Executive Women award-winner for women in leadership. Formerly a consulting engineer for more than fifteen years, Kate left her engineering career in 2012 to pursue her passion and zone of genius—entrepreneurship and marketing — and has never looked back!