By Robert Middleton - Action Plan Marketing
Imagine walking into a car dealership looking for a new car. As usual, a bunch of salespeople are standing around and one of them comes up to you and asks if they can help you.
You say you're looking for a new car.
And they respond as follows: "What we sell here is transportation. We provide an enclosed metal vehicle which is powered by an internal combustion engine. This technology was developed in the early 1900's and now has advanced considerably. How much transportation are you looking at getting today?
You: Well, I'm just looking for a car. Can I take a look at some?
Salesperson: First we'll need to talk to you about all your needs, the specifications for ideal transportation and then put together a proposal that would meet your needs. We'll have that within a week and then help you choose the best transportation options.
You: Er... let me think about it. (to self: get me outta here!)
I know this is ridiculous. You'd never sell cars like that. But if you really think about it, this is very much how professional services are are marketed and sold.
What was missing in our example was an actual, tangible car that you could see and touch and test drive.
And what's missing in marketing and selling services is something tangible, measurable, and even test drive-able.
One of the things you should strive to do in marketing and selling your services is to make your services more tangible. When they are tangible you'll tend to see the following results:
1. Clients and customers will make decisions more quickly. They will know what they are getting, and it will be less confusing to them. You can more easily demonstrate what they'll get.
2. You will sell more of whatever service you are offering. A tangible service usually sells faster because it feels simpler. You'll also increase your word-of-mouth.
3. You will save a lot of time because you don't have to keep re-inventing the wheel. Sure, you can still customize services (as you can a car) but there is always a base package.
4. You can sell at higher prices in many cases. A tangible services is seen as a more valuable service. In addition, you can get longer commitments from clients to work with you.
5. Your overall cash flow and success will increase. Because you are packaging and offering high-end services, your business will become more stable and predictable.
I'm sure that this is exactly what you want in your business. But how do you go about making it happen? Here are the basic steps:
1. Commit to packaging at least one of your services. Work at developing that package or program. Who are the ideal clients, what are the main outcomes, what is the structure and process and price? This could be anything from a 2-day workshop to a one-year program, or anything in-between. What will give your clients the results they are looking for?
2. Write a detailed description or sales letter for that program. Tell your prospects exactly what this program is, why they need it, what they get, and how it works. When you go through the process of writing about your program, your focus, clarity and excitement about the program will increase.
3. Develop a step-by-step marketing plan to get the word out about this program. This can include everything from networking and speaking, to PR and publishing. But remember, when you have a specific program to promote, your marketing is both easier and more effective. You can launch focused marketing campaigns to sell that particular program.
Yes, all of this takes some time and serious effort.
What follows next is implementing some of the zillion marketing ideas I've presented in this eZine for years. But those ideas are useless if you don't have something valuable and tangible to sell.
What program or package of services will you design, develop and market? When will you start? How about NOW!
Please Note: I am doing a TeleClass on this topic on Thursday, July 9. The title is "Three Keys to Increasing Your Income in a Down Economy." You can make a reservation at this link:
http://www.actionplan.com/tc_increase.html
The More Clients Bottom Line: If you think you're in the business of selling coaching or consulting or financial planning etc., it's like being in the transportation business. That's not a business. It's not real or tangible to your clients. Be in the business of offering a particular package of services or a program that is designed to produced a measurable outcome.
What intangible service will you package into a tangible program? Please share on the More Clients Blog. Just click on the comments link below.
theKbuzz has done a great job of turning abstract services into packages.
They do social media marketing.
Check out: http://www.thekbuzz.com/services/PageStarterProduct.aspx
They do a great job of using the contribution factor, and social media, to get their message out. I got turned on to this product, by a one-hour webinar they did on FaceBook Pages for business. It was excellent and inspiring, and true to the infoguru strategy, they devoted about 1% of the time to mentioning servcies they sell, and the rest of the time to giving away something free.
The webinar was enough to get you inspired and excited, and curous about the PageStarter program.
Appopriate for a program, aka "package," it feels more good and exciting, than if it were some abstract service.
It feels more definite that it's something that will give results, because it's not abstract.
It feels more concrete and certain because they created a logo for it.
It feels more buy-able because there's an Add to Cart button, right on the page.
A very nice model!
Posted by: Chris Burbridge | July 26, 2009 at 03:10 PM
Great article Robert...and just one comment from the financial services sector. This business is excruciatingly regulated and we have very specific regulations that prohibit making any kind of specific recommendations without knowing everything about the client and what they feel, what they are worried about and what they are interested in. So, as cumbersome as that process may feel, it is the only way in this business. My clients with very few exceptions stay with me for life because I take this time to carefully listen, then recommend. Concepts and a strategy are not so tangible. I think the tangible part comes after all the careful consideration, to see exactly how a strategy works, with it's pros and cons. I see no other way to approach this process in a highly regulated environment.
Posted by: Grace Antares | July 08, 2009 at 07:51 AM
I created a motivational coaching product for people looking for work and wanting a leg up. It's an open-ended monthly program with group calls and weekly motivational email messages. I thought it was a package. However, after reading your post, it still is too intangible, so I might turn it into a program with a beginning, middle and end.
Posted by: Nancy Montier | July 07, 2009 at 04:53 PM
Robert, thanks for this newsletter about packaging and marketing a tangible product. I've known this for a long time (since I've been following you for a long time- :-)
Whenever I've been stuck in the past I've gotten "unstuck" by doing what you advocate, starting with writing it out--who is my perfect customer, what do they need, what am I offering? Works like a charm. Promoting a package is fun, not a chore. Thanks for your marketing leadership.
Posted by: Kate Williams | July 07, 2009 at 08:28 AM
After years of trying to market I have finally had a big break through. I have a client who is in my true target market, who is signed on for a year, and is willing to pay what I believe I am worth. It was a combination of actually following the marketing game that you out line, and to have a tangible product.
Its really with pleasure that I can respond to this blog post. Thanks for all your ezines and all that you offer.
Posted by: Grace | July 07, 2009 at 08:22 AM
Great article Robert!
I come from an old pitchman family. We sell housewares around the world through live demonstrations at fairs and home shows(in fact, Billy Mays started his career with our company).
Nobody visits a Home and Flower Show with the intent to buy a $20 mop, but we've been able to sell millions because we demonstrate the product live, and allow the prospect to try it out. When someone can do the little magic tricks for themselves that we do - they're sold.
As I strive to be a successful copywriter, I struggle with providing tangibles. I look forward to your class to hear how other service pros are doing it.
Posted by: Stacey Morris | July 07, 2009 at 08:03 AM