If you get confused while explaining your products or services to your potential client, I can guarantee they’ll be confused too.
And point blank – a confused person will. not. buy.
I know you’ve been there before. You were on a call with a service provider or on a website, trying to figure out if you should invest in this one important thing. You got to the place where you get the whole spiel on how much it’s all going to cost…
And you’re like a deer in headlights.
Not because the price is high. But because you’re not even sure what the price is or could be. There were all of these customization options and add-ons and different ways to work with this person or use this product and now you have no idea what you need.
You thought you knew what you needed when you started this conversation… but not anymore. And that unknown scared you.
You backed out of the conversation and eventually talked yourself out of going all-in with this company.
Needless to say, please don’t do this to your potential clients.
It should (AND CAN) be simple to explain what you offer to a potential client and it should (AND CAN) be simple for them to make a decision about what option they’d like to go with.
So if you’re thinking, “Ooh… just last week I fumbled through my sales pitch because I could tell the potential client was confused…,” this one’s for you.
It’s time to diffuse the confusion. Make your offerings as clean and crisp and clear-as-day to those interested in investing in them so THEY CAN invest.
Here’s how to simplify your offerings so people can actually buy from you:
Package your offerings.
Have you ever tried to put together your own gift basket? You know, run around to a couple gift shops, finding the perfect things to put in this super cute bin (that you also had to go hunt for), trying to make the thing look exactly like the picture on Pinterest?
And after all that work, it never looks as good as you had hoped.
Now flip the script. You’re the gift shop owner. To make it easier on your potential clients, package that sh*t up and display it front and center. Don’t make your potential client go around ala-carte-style, trying to put their own package together, willy nilly.
Make it as easy as walking into the store, selecting the perfect gift basket, purchasing it, and getting on their merry way.
Or probably, in your case as a service-based business owner, make it as easy as hopping on a call with you, selecting one of the 2-3 options already proven to work for clients like them, signing the contract, paying the first invoice, and getting started with the work.
Now, to anyone sitting back thinking, “But my clients want and need customized solutions. I could never package my offerings like this.” Okay, I hear you. I understand sometimes customization is necessary. If this is truly the case, I challenge you to still package your offerings and stick a “starting at” price on each of them so at least your potential client can select a package first and then talk about customizing.
Audit your offerings for unnecessary add-ons.
Let’s go back to the gift basket example. Imagine you find THE perfect gift basket for your friend who loves to bake. It’s got the trendiest baking cookbook, the fresh new apron, the mini jars of ingredients, a few measuring spoons, a whisk… but then you notice this random item stuck into the back of that basket… a little stuffed animal.
You think, WTF? And then you realize that the stuffed animal is just helping the rest of the items fill up the entire basket. Hm. Weird.
Eek! Anytime your potential client thinks, “Hm. Weird.” you know you’ve gone astray. Remember? A confused buyer will. not. buy.
Now comb through your packaged offerings with a critical eye to make sure nothing within those packages was just thrown in to make the package seem “big enough” or “worth the money.”
Those stuffed animals simply aren’t necessary and could breed confusion. Chuck ‘em.
Know where your offerings fit within my Offerings Framework, found here.
Back to the gift baskets. A good gift shop owner will have specific tiers of gift baskets available – $20 small, $50 medium, $100 large, for instance. These tiers continue to make the buying process more straightforward. The price points are far enough away from each other that it’ll be a rare occurrence for a customer to walk in and wonder for an extended amount of time which tier they want to buy from.
With your offerings, I suggest fitting them into the categories of “Basic, Moderate, and Premium.” These categories are distinct and easy to understand when explaining them to a potential client because of their price AND their size.
Click here to read about my Offerings Framework and how best to apply it to your business.