How To Create Packages That Sell Themselves

One of the first things my new coaching clients always ask is for feedback on their website… especially the page where they describe their service packages.  In almost every case, their offerings include some variation of the following:

• A single session, for X price
• A “medium” package, consisting of a few sessions or months (usually 3 months), for Y price
• A “large” package, usually consisting of twice the amount of time or sessions as the medium package, for Z price

Almost always, nobody is buying. To shed some light on why, I like to ask, “If you were a client, which one would you choose, and why?” (The actual service doesn’t really matter here.)

If your packages aren’t being snapped up from your website (or you’re not being flooded with inquiries), I invite you to think of your own packages and ask yourself the same question.  Chances are, your packages contain nothing that communicates what sets you or your services apart. So your client has no idea what to choose, or why. (Even worse, the only thing that’s really different in each case is time, which will always lead your clients to undervalue what you do.)

The fix for this common problem is simple: Create packages based on outcomes.

Here’s a real-life example from a spirit-rich entrepreneur I connected with recently.  Like so many of us, she is amazing at what she does – in this case, she helps small business owners create time and money in their business by creating streamlined systems and teams that actually LOVE what they’re doing (as opposed to just “phoning in” hours for dollars).

Sounds pretty valuable, right?  Yet she had been working herself to the bone… with not enough clients or income to show for it.  (Indeed, one of her longest clients was actually haggling with her to lower her rate – yuck!)

A quick look at her packages showed that she had placed all her focus on TIME: her rate was hourly, with the only difference in packages being the number of hours – no wonder her clients were so focused on time!  Her new packages look like this:

• “Diagnostic” solution to quickly uncover the bottlenecks and broken systems that are costing them time and money (1day)
• “Designed for you” solution specifically tailored for the client (3 months)
• “Done for you” solution, designed and implemented for the client (6 months)

You can clearly see the difference between each package here.  Each one is VERY client-attractive. And because each is based on results and provides a solution her clients want, she can charge a LOT more for them. (To arrive at her new price, she simply added a zero to the old prices… and believe me, at that investment, they’re a steal.)

Going back to our original question, if you were a stressed out, overworked business owner, which one would YOU want?  Hello, done-for-you, hello!  The most expensive package is also the most valuable… and it practically sells itself.

If you’ve been following me for a while, you know that one of my favorite refrains is “Results, results, results!” Your clients want to know what’s in it for them, and in order for them to say YES to your services, they must know what transformation will occur as a result.  The transformation you provide must be CLEARLY reflected in your packages.

My coach’s request to you is to take a look at your packages. Are they based on time, or results?  If it’s the former, it’s time (pardon the pun) to shift your focus to results.  Yes, even if you’re a healer, coach, or transformation professional, you CAN do this!  Chances are, you don’t have to completely change what you’re already doing, you just have to get clear on the results.  Make sure each package or program has a clear outcome, and update your website copy to reflect that outcome.  Be sure to clearly communicate those outcomes in your next client conversation, too.

Want more support designing packages based on outcomes?  The Abundant Business Homestudy System contains a step-by-step formula for designing results-driven programs and packages your clients can’t resist, even if your service is “fuzzy”. Get yours here.