When I started out building my first practice, I was taught to offer only one program: this was meant to make things easy for practitioners.
With time, I came to realize that providing two or three options, for multiple price points or budget levels and different needs, helped me to close more sales. I firmly believe that options help prospects feel more comfortable making a choice to work with you. I also discovered how the choices for prospects need to be so clear that they can decide between the options on the spot.
I want to really reinforce this point. After years of coaching, clients still come back to me having created packages that are so convoluted and complicated, it’s hard to figure out what is the top level. Or sometimes it’s difficult to decipher the differences between the various options.
Even when it comes to naming your packages, selecting simple names is so important. When you use names like optimum, premiere and deluxe, clients have a hard time knowing which one is the highest level.
Why is simplicity so crucial to closing more sales? Because confusion can interfere with a prospect’s decision making ability. The minute a potential client walks away to “think about it” or speak to her spouse, or check with the accountant, you will likely never hear from them again because life gets in the way. This is called the Law of Diminishing Intent. The moment someone walks away to think about signing up – you’ve lost her because her intent to work with you diminishes surprisingly quickly.
Another way to make the decision for prospects easier is to pack the highest level package with yummy bells and whistles that aren’t available at the lower levels. This will make the highest level package so desirable it becomes hard to resist. Doesn’t that make sense?
Your Client Attraction Assignment
If you already have packages designed, named and priced, it’s worth checking to see if they are simple enough for easy decision making. If you belong to a mastermind group or have a friend who is also an entrepreneur, review them together to get some feedback. Then take that response seriously and consider how you might simplify things if needed.
If you haven’t created your packages and pricing yet, keep simplicity top of mind. Make sure your communication of these details can be conveyed easily. More than anything, you want this closing conversation with a potential new client to be so easy, they just naturally want to start working with you right away.
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