Grow Your Existing Segments With Value Based Packaging

The shift from feature selling to value selling is a key factor is adding to business growth.  While much of your growth may come from new products and new segments, here we focus on how you can generate growth in your existing segments with existing products.

So how do you grow your average customer value?

Remember, your customers are not ultimately looking for products or services, they are looking for solutions to their problems. Most companies we talk to focus their packaging efforts on offering volume or multi-product discounts.
In part, this is the result of poor competitive positioning, but also reflects a lack of understanding of the power of packaging.

Taken individually, your offerings may only represent a part of the solution to a prospect’s challenges. But packaged together, several of your offerings can represent a complete solution to a defined problem of a prospect.

Lets look at an example

• A company decides to send an employee for Adobe training to a local training organization
• An internal challenge with creating campaign landing pages as add-ons to their website was affecting the effectiveness of outbound marketing
• Several weak spots were identified ranging from visual design to creating interactive functionality on landing pages

The company had translated this problem into a photoshop and dreamweaver skills deficit.

One of our clients told us that in this situation, they would sell a combined Dreamweaver and Photoshop training package with a 20% volume discount.  We asked the question back: why not create a premium course package: which includes Photoshop, Dreamweaver and a Javascript course into a new mini program:

• with a package name like Landing Page Design Essentials
• selling points focused on the pain areas associated with creating strong landing pages

Suddenly a higher price can be charged for the packaged set of courses
A much lower package discount is required because the prospect company sees a closer fit to their specific needs.
We’ve helped clients to build packages like these into their existing marketing efforts.   Leveraging industry or busiiness situation based packaging empowers the company to create a clearer value perception among prospects and (by extension) higher pricing and a raised average customer value.