
Many B2B companies use packages to group sets of product or service features into fixed-price offerings. Done well, packages have the potential to create a smooth and clear buying experience while reducing the need for sales to come up with bespoke proposals.
However, many enterprises take a company-led versus customer-led approach, designing packages based on what is profitable and convenient for the company to offer versus what will resonate with the customer.
Below is a 3 step approach to creating customer-centric packages that will get your clients saying "yes" instead of "that's not for me."
Before you look at your products or services, look at your customers. Chances are their buying characteristics will fall into a few distinct clusters. What to look for will be unique to your business, but customers can be grouped by criteria like:
It should become clear that your customers naturally fall into camps with common sets of buying characteristics.
Take the time to really think about the buying journey of each camp. Get clear on these aspects:
Service packages that work resonate in a way that makes the customer say "that sounds like me." Lists of technical features and comparison charts with prices don't do it. Develop packages what clearly explain:
Sales is able to provide marketing with invaluable insights that only come from front-line conversations with customers. Make sales a part of the process both in the initial development of the offering and for feedback on how the packages are connecting after they go to market.
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