Packaging as a Way of Differentiating

[fa icon="calendar'] March 16, 2013 / by Laura Lorenz

There are lots of ways to differentiate your company :

  • Your unique product/servicePackage your offers
  • Your unique process
  • Your unique experience
  • Your unique people
  • Your unique guarantee
  • Your unique packaging/delivery

.....Against a problem

A couple of weeks ago, we discussed packaging as part of the product launch process, but one of the most under utilized ways to differentiate your business is through packaging of your products or services.  Now I am not taking about the box that you put your products in or how you wrap your product, I am talking about what kind of unique offerings you can give your clients.

One way to start brainstorming what offers you can package is to look at what your core offering is.  What do you offer that solves your clients complete problem?  Does this include product and services?  Does it include monthly maintenance services?  Do your customers need several services to solve their problem? Think about what value you provide, not just a product. List everything that goes into this complete package and you have your core offering.

Maybe your ideal client isn’t ready for your core offering, what can you put together that would allow them to start working with you at a lesser price, allow them to try you?  If you are a property maintenance company instead of a complete yard makeover, you can offer a package price to spruce up a front garden.  This gives you the ability to show off your work and the ability to move them up to your core offering.

What can you give away that can build that trust?  How can they try you out? How can they gain access to your knowledge and experience?  Perhaps an assessment of a portion of their business that is experiencing difficulties? Once you do the assessment, give them some ideas on how to solve the problem.  This will show them that you have the ability to deliver on what you say.

Would you like to attract potential clients that use a competing product or service?  Put together a “make it easy to switch “ offering.  Resistance to change is a big factor in staying with a product or service that doesn’t serve a company any more.  Think of what you can do to ease their fears before, during and after the transition.  Find a way to make management look like a hero for making the job easier, not more difficult.  Consider putting together a cheat sheet that will show them, if they were doing something one way, here’s how you do it now.  The possibilities are limitless.

Once you are working with your client, what can you to increase the value of working with you? What additional products and services might they need?  Every business and life changes over time, what new problems do they have that you can solve?  If you are a website designer, perhaps you can offer a yearly refresh of a site or a link building service.

Another way to differentiate yourself is to create a customers-only package.  Nothing is more frustrating to an existing client than to see that you treat your new customers better than you treat them.  It always makes me mad when I see commercials for products that I own and the new client is getting a better deal than I am.  Consider the cell phone company offers as an example of this.  What can you do to show your clients that it is special to be your customer?  This could be something like a customer portal on your website where they can access information that others can’t.  It could be a customers only networking event.  The idea is to continue to make them feel as they felt during the sales process, only better.

Lastly maybe you can partner up with someone who serves the same clientele as you do.  Someone who offers a complimentary service and package your offering together.  This allows you to solve more of their problems and reach a wider audience, offer a more complete package.  One example of this would be a photographer partnering with a wedding planner, a DJ, a videographer and a printer for a complete wedding package.

You don’t have to a have all of these offering. But if you spend some time coming up with one or two creative packages, you can make it easier for someone who needs your product or services to make a decision.  You will have less price comparison, because you are doing something no one else is doing.

Try one and let us know how it worked for you.  As always, if you would like help putting together your offerings let us know!

 

Topics: Offers, strategy, Packaging

Laura Lorenz

Written by Laura Lorenz

My goal is to help businesses gain more customers through better marketing. I work with you to create lead generation programs that allow your prospects to move gently along the know, like, and trust path at their own pace. I will enable you and your team to entice fully-qualified prospects to reach out to you. As a Duct Tape Marketing Consultant, I work within the confines of a system, creating fixed steps, documenting and duplicating each step, so that I am able to quickly build foundational components. The focus then moves to operating and innovating the system. That's where the real magic lies. I work with my clients to create a strategy to get found and the tactics to do that, a complete marketing plan. My clients are small to medium size businesses that have become frustrated with their inability to "go to the next level." They value professional assistance.

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