The biggest hurdle of selling is that prospects are not fully aware what they are getting when they buy your service. They want to know the practical benefits, the process, the payment, their involvement and more.
That’s a pretty blunt statement. It’s also black and white, of course there’s more to sales than just clarity! You need to court prospects and build relationships through strategic communications, you want to practice your sales conversations and network till you drop. Only with huge brand recognition do you not have to worry about this.
But let’s get back to being transparent to your prospects. Clarity in sales is about being able to share what the immediate and long-term outcome is. It is further about presenting the prospect with the best option for them. Make your prices obvious. And above all, comparing your services should be as easy as possible for them.
“What do I get for this price?” It is a fair question you have asked in silence many a time yourself. Expect others to ask the same question. Offering your services in a clear package helps giving the answer.
What I mean with a service package is this. Show your core service right off the bat on a sales page (online) and/or folder (print) along with the outcome for the buyer. Then, break it down into bite size practical benefits.
If you have several packages, a simple matrix showing what services are included for each price instantly appeals to the human “comparison gene” we all carry. A table with check marks and prices translates into immediate scanning what package or plan is best.
A great example of how to package your services is MailChimp. They have separated the features from the pricing because most people already know MailChimp provides newsletter services and go straight to the pricing page to compare plans.
Presenting the best option
Make it easy for readers to see what the best package is. If a prospect needs to do a lot of digging for more information, he or she loses interest very fast. Many people quickly scan the page for particular features so use headers and sub headers to help them. Jargon and lengthy text is absolutely forbidden.
Distinguishing the best plan based on features and price is not difficult – ask a graphic designer to help you with images, colouring, font types, and more. Hootsuite, the online software helping you scan content and schedule social media updates, does a great job at presenting its prospects with the best deal.
Be transparent in your pricing
Remember that first question we all have? Now think of your second. That’s right, it is “how much is this going to cost me?” It’s not only about creating plans.
A matrix with features and prices works better when combined with a description of the features and the outcomes. If your service is customized, it is imperative to explain this and share hourly or project costs and what these rates are based on. The more complex your work and customization, the more you need to clarify.
There are a few more psychological considerations for presenting packages and prices. It is said that when presenting three plans, the best deal should be placed in the middle. Another option is to take a fraction off the price – $5.97 or $9.99. There are many more, this blog post covers them well.
Take your time to work on the content and design of your sales pages (online and in print). The expression “content is king and marketing is queen” says it all.
Image credit: MorgueFile.