I’ve talked before about how creating a fixed process for your services has huge benefits for your business… well, a big part of that process is: creating packages for your services.
What do I mean by creating packages for your services?
I mean that you basically bundle up everything that goes into whatever service you provide, and present it to your potential clients as an offering.
🎀 Bow on top, optional.
You’re essentially giving them a pre-determined, NOT customized service option.
“Whoa, whoa, whoa, Corine… NOT customized?! My service has to be customized!“
Holdddd your horses there Nelly, I’m getting there! As a fellow customized service provider – I hear you!
When I say that you’re creating an uncustomized package, I’m NOT saying that the outcome won’t be customized. I create custom websites by selling packages.
What I AM saying is that you can have a standard package offering, and then offer add-ons for further client-specific customizations. Or don’t offer add-ons at all… it’s totally up to you!
As someone who offers packages while also providing a customized service, let me reassure you that creating packages will be your next best decision!
Here are a few reasons that creating packages for your services is a great idea:
1. Packages save you time
Creating packages is brilliant for many reasons, but probably my top reason for creating packages is time savings!
Instead of creating a custom offering from the ground up every single time you have a client inquiry, consider creating packages.
You know your service best, and you probably have a dang good idea of what people need when they’re looking to hire you – so bundle that up, throw a bow on it, and Voila! – now you have a fancy shmancy package that you can reuse and tweak from client to client, instead of creating a from-scratch option every single time.
Pro-tip: To add flexibility to packages without risking going down the rabbit hole of over-customizing your proposals, consider offering “add-ons”.
Add-ons are complementary, non-essential aspects of a service that some clients might like, and others won’t want. Create an a la carte add-ons menu (with pricing!) that allows clients to add on any extras to their base package that they may want.
2. Packages help clients/customers that don’t know what they want or need
If you were to come to me tomorrow and say you wanted a website for your business, would you know what to ask for?
You might be able to tell me what you want it to look like, but would you know what pages you should include? Or what features you need? Or whether or not you want your website to have mobile responsiveness? (Hint: you do 😉)
Would you know exactly what you want and what you need?
Maybe you’d know some bits and pieces, but could you tell me exactly what you need? Prooobably not. And that’s totally fine!
That’s WHY, as a business owner, I offer packages – and you should too!
I don’t expect my clients to be website experts, that’s not their job!
So by creating packages I’m able to show them what their website does need, because I’ve created a website or two 😉, and they, as a butcher, baker, or candlestick maker, haven’t.
Then once we’ve talked about what they truly need in a website, we can move onto any extras that they may want. If there are additional features or functionalities the client wants that are outside the scope of my package, I am able to offer them an add-on to the package – this way they’re only paying for things they want, and not getting anything they don’t need.
3. Packages help showcase your value, both tangible and intangible
It’s easy to think that the final outcome (i.e. the product) is the only aspect of a package that you’re selling.
So website designers sell websites, photographers sell photographs, and copywriters sell words. But honestly, that couldn’t be further from the truth.
We are service providers. We are providing a SERVICE, not just a product.
What would your service be like if you removed all of the service aspect from it and solely delivered the end product/result?
Everything that happens from Day 1 until you’re entirely done is part of the service. All of the advice and expertise you provide, the concepts you create and revise, the follow up emails you send, the behind the scenes work you do to really knock their socks off – THAT is part of your service. And all of it, tangible or not, should be showcased, not only because it’s valuable to your client, but also because it shows the value that you bring to the table.
Below I’ve listed a few examples of tangible and intangible package items:
| Tangible Value | Intangible Value | |
|---|---|---|
| Website Designer | • 6 page website • Mobile Optimization • SEO | • Guided Content Documents for writing your website text • Content Coaching |
| Photographer | • 200 digital photo files • Customized photo album | • Outfit recommendations • Location scouting • Posing help |
| Graphic Designer | • Custom brand suite • Brand Style Guide | • Creative Brief Questionnaire • Understanding color psychology |
| Baker | • 3 tier wedding cake • Beautiful artistry and delicious flavor | • Providing size recommendations based on size of guest list • Knowing how the heck to deliver your 3 tier wedding cake without it tipping over |
Using the examples above, think about what you provide as part of your service, and be sure to include it as part of your service package – whether it’s tangible or not.
4. Packages detail exactly what’s included (and what’s not)
By outlining what is in your packages, you’re also indirectly outlining what is NOT in your packages. As I mentioned before, you always have the ability to add-on certain features or functionalities to a website that a client might want. But by explicitly detailing exactly what’s in your package, you’re avoiding any sort of miscommunication or misaligned expectations between you and your client, because you outlined the service in black and white from the start.
This also helps with potentially uncomfortable conversations if/when the project scope begins to creep into something bigger that you need additional compensation for. Instead of promising them a 6 page website and getting roped into a 10 page website along the way, you can politely say something along the lines of:
“Hey [Client Name], I love this idea and would be happy to implement it if you wish to expand the scope of your project. The current project scope includes 6 pages, so to add the additional 4 pages would cost $x and add x days to the projected timeline of completion. Please let me know your thoughts on this change in project scope.”
By laying out your package details super clearly from the start, this is a super easy, non-confrontational way to make sure that the project can only grow into something larger if both parties are in agreement.
5. Packages lessen the likelihood of price negotiation
For some reason, money is such an awkward thing to talk about for many people.
I remember I used to feel so uncomfortable sending people quotes, because I was asking for an amount of money that I decided on. It felt uncomfortable, and sometimes I’d find myself negotiating for my client, before they even had a chance to respond to the quote. Thank goodness those days are over!
Or other times, I’d send a potential client a quote, and I’d find them trying to negotiate the price down by offering to give up certain parts of the package (parts that you quite literally can’t remove from a website).
Neither are good situations, but both are preventable.
By listing your prices as part of your package, you’re removing the opportunity for negotiation. You’re essentially saying “This is my price. Take it or leave it” (to your clients, and to yourself).
Do yourself a favor, and package your services
Creating packages for your services is one of the best ways to 1) make your life easier, and 2) impress your clients. By creating a package that rocks, you’re ensuring your client gets what they need and feels confident in your ability to deliver! Plus, with packages you can say goodbye to the days of awkward pricing negotiations and scope creep conversations.
Do yourself (and your clients) a favor, and go learn how to create some kickass packages! You can thank me later 😉.
