Service businesses can take tips from product businesses in order to sell more. When you provide a service at an hourly rate, it is sometimes difficult for potential customers to understand what they will receive for the money and how long it will take. Of course, there are times when you can’t fully estimate how long a project will take, but having a Package/Productized starting point helps customers understand what they are getting which increases trust in your offering and may lead to easier sales.
Tips from the Spotlight Brevard Magazine Article March 2020
In the original article, I shared examples of service companies who create product packages well and ways to get started productizing and packaging your services. Highlights follow along with more information and key ideas that weren’t in the original article.
Examples of Companies who Productize Their Services Well
You’ll probably recognize some of these if you’ve ever read through one of the sales flyers you receive in the mail advertising local businesses.
Carpet cleaning – 3 rooms $89
Dentist – Cleaning, x-rays, and exams $99 for new patients
Pressure Cleaning – whole house $200
How to Productize your Services
The first step to packaging your services is to fully define what your services are. What do you do for customers and what do you currently charge?
If you have been charging hourly for your services, examine your recent projects to find patterns for how much time a service takes. Based on your expertise and the time it takes, create packages that provide a specific deliverable for a price – not an invoice for time spent.
Name your package. Create a description for what the customer receives, and market the package as you would a product.
Define Your Deliverables – A Key Piece of Your Packaged Service Offering
One key thing you can do when describing your service as a product is to define the deliverable that the customer will receive when they purchase this product. This further clarifies what you are offering which lowers prospect confusion and builds trust.
You don’t have to list it as a “deliverable” although sometimes it does make sense to do so. The key is for people to understand what they are receiving and if there is to be a specific outcome what it is.
Kim Shivler’s Product Offerings – A Sample
If you read my Spotlight Brevard Magazine article for March 2020, you were promised that I’d share some of my packages in this bonus post. You’ll find several below. Since my business and technology coaching includes services surrounding instructional design, general business coaching and planning, and the use of the CliftonStrengths assessment to help people learn their strengths and use them to accomplish more in business and life, you’ll find options surrounding each of these.
Leveraging Your Strengths 1 – $250.00
Are you ready to discover your strengths and learn to use them to get more out of life? For over 60 years, the CliftonStrengths Movement has focused on helping people identify their strengths and use them to succeed.
If you are ready to move past focusing on improving weaknesses and better understand your strengths and how to leverage them, this will get you started.
Leveraging Your Strengths 1 includes:
- CliftonStrengths Top 5 Assessment;
- CliftonStrengths Top 5 Report;
- One training/strategy session to help you understand and work with your strengths;
- A quick reference manual on your strengths and ideas to use them to meet your goals.
When you complete this process you’ll have an understanding of your strengths and how to use them for success along with tools to help you keep moving forward.
Leverage Your Strengths 2 – $500
If you’ve completed Leveraging Your Strengths 1, or just want a more detailed understanding of your strengths and how to leverage them for your success this is for you.
Leveraging Your Strengths 2 includes:
- CliftonStrengths Full 34 Assessment;
- CliftonStrengths Full 34 Report;
- Two training/strategy sessions to help you understand and work with your strengths;
- A quick reference manual on your strengths and ideas to use them to meet your goals.
When you complete this process you’ll have an understanding of your strengths and how to use them for success along with tools to help you keep moving forward. You’ll also have a plan for moving beyond your top 5 strengths and leveraging 6-10. You’ll also start to analyze those areas where you may not be as strong and plan for how to achieve tasks that depend on those strengths.
2020 Business Plan Basics – $500
If you’re ready to set, reach, and break your Business Goals for 2020, a solid business plan will keep you on track. It’s not too late to get your business on track for the year. In this session, you’ll receive:
- A video introduction to help you get started along with a pre-planning document to begin the plan.
- A one-hour strategy session designed to give you what you need for your annual plan.
At the end of the session, you’ll have your goals for the year and high-level plan on how to reach and exceed those goals.
- Optional – 3 months of follow-up accountability email check-ins.
- Online course review of the information
Online Course Design Strategy – $1500
Are you an expert in your field and want to create an online course but don’t know where to start? Make the planning easier with strategy creation support from an instructional design expert.
You’ll start with a 1.5 hour strategy meeting in-person or via Zoom. At the end of this meeting you will have created a course syllabus for one class with up to 10 lessons. You will also receive:
- The understanding of how to create additional lessons if needed and create a syllabus for additional courses.
- A brainstorming list of topics that can usually be used for future courses.
- A manual and video series with basic information on Best Practices for Online Courses.
Bonus: You’ll receive a Learning Management System Planning Document. This will help you determine your best solution for providing your course online.
Special Package for Readers of this Article
Want help creating packages and productizing your own services? Package creation and productization is one of the packages I offer, and I have a special just for the readers of this article.
Product Creation Program – $1000 (Regular $1500 use Coupon Code SERVICEPRODUCTS)
As part of this:
- You’ll receive an initial planning and clarity assessment designed to prepare you for development.
- You’ll participate in a 1.5 hour strategy session to create the package/product.
- You’ll gain a better understanding of creating your own packages moving forward.
- Bonus: 1 followup call to answer questions about future packages.
Deliverable: A package/product based on one of your services.
Email firstname.lastname@example.org or call 800-450-3121 for more information.
Transcript of the Packaging Your Services as Products Video00:00
Hey everybody, it’s Kim Shivler. Welcome. Let’s talk about packaging your services as products or as a package that adds a structure around what you offer. Instead of just saying, I do consulting at X an hour. If we define the package a little more and make it, we call it productizing it, make it more like a product where someone understands what they get for a set amount and then what they could have going forward. Even it makes it more clear and if you’ve read some of the other articles on this website or followed me on other things, you’ll know that communication is one of the keys that I teach and that when we are clear in our communication, we can sell better and sell easier. One of the big key things with packaging a product is it lets the potential customer really understand what they’re getting as opposed to just saying, well, I will create a logo for you at $50 an hour or more depending on what you charge as a designer.
What if you had a package that says, I will create a logo for $700 that includes two meetings, you know, one strategy session, one follow up and one revision, two maybe you need three quick meetings, maybe one long meeting, two quick check-ins and it includes one revision or two revisions, but now I understand if I want to hire you what I’m getting for the money instead of just, okay, it’s $50 or $100 an hour and it’s this and it’s this and it’s this, and then that’s when sometimes you get people who are really, they’re looking at it like, “Oh, now did it really take that long?” We don’t want to deal with that as service providers and consultants, which remember I am also, while I have sold some physical products in the past. I’m not selling any right now. Everything is my packages, my consulting services, my coaching services and if we package it, it just helps us get that little edge on someone who’s being more vague about what they’re giving.
In this article I talk about how it’s some of the people who do it well are open up a sales flyer from the mail and look at dentists and carpet cleaners and these guys have like carpet cleaning three rooms for $89 or dentist. New customers check up or new customers check up x-rays, cleaning for $300 whatever the charge and where you are in the country’s gonna matter, where you are in your expertise is going to change that, but setting it up adds clarity. In this post I have more information that adds clarity or more ideas for packaging. A few keys that I would definitely make sure you do in a package. Is that a good description of what they get with the package? Particularly if you’re limiting things like revisions or if you’re limiting things like uploads. For example, I’ve worked with people who do packages where they build say a blog or some websites and in X price they’re going to upload five blog posts for the customer.04:13
Customer asks, right then give them that information, but they actually will upload them. But if you just say uploading blog posts and someone gives you 20 you’re probably going to lose money on the deal. So you want to be specific in things like revisions or how many, what they’re actually getting, what they can expect and if there’s a specific specific deliverable. But for example, a lot of people who work with me, we might have the deliverable of at the end they’re going to have a curriculum for their online course or at the end they’re going to have a business plan for the next year. That again lets that customer know what they can expect from the money that gives you that trust factor. You’ve heard the know, like and trust, and if you heard me before, you will know that trust is the biggest, one of the biggest ones that they first have to know you, but they have to trust you more than they have to like you. Oh, this is one of those ways that you can build trust. There’s more examples here in the post. Make sure you check that out at SimpleSolutions.com/Packaging if you’re not looking at this on the actual post, and if you want to share some of your ideas or things that have worked for you, please put them in the comments and always feel welcome to reach out to me for any ideas about coaching, consulting, and helping small businesses move from where they are to where they want to go. I’m Kim Shivler. I’ll see you later. Bye.