This is how often goes… we want to offer the customer all possible services so that he/she can choose and combine everything he/she wants.
Sounds good, doesn’t it?
But is this really the best solution?
Try to step into the customer’s shoes – imagine this… you want beautiful nails (manicure)…
You go to a manicure and get a price list with each individual service.
Hand bath, cuticle removal, X nail file, Y nail file, nail design, XY-one layer manicure, XY-two-layer manicure, Z-cream, U-cream, cuticle care basic, cuticle care premium …
Yes, the services are fictional, but you can understand what I mean, right?
Maybe your answer is, “Ammm, but I just want beautiful nails in a pink color.”
Maybe you don’t want to think and research which cream is the best for you, how many layers of nail polish will be the most durable, what kind of cuticle care you need…
This is the task of an expert – that is, a manicurist. She/he advises you what would be best for you and, of course, then, if necessary, also modifies the service package to your needs.
It is ideal to prepare basic framework packages for the customer in advance and put them on your website. These are packages you think are the best choice. In addition, the client does not need to worry and educate himself about everything he needs, because he knows that he will get great service from you.
So how can you prepare and offer the customer the ideal service or. ideal package?
Ideally, you should have three packages. Why?
We like to compare. If the customer has different packages available, they will compare these packages with each other – your packages. If it doesn’t, it will compare to other providers (which of course isn’t necessarily a bad thing, but we don’t want to direct the ideal customer elsewhere).
When there are 3 packages to choose from, it is also easier to eliminate one and choose the best one. This means that the customer chooses with the least effort + knows that whatever he/she chooses is a great choice.
What about even more packages?
If there is no good reason to have more packages, try to keep a smaller number of packages. No one wants to be overwhelmed with all the offerings. Rather pay more attention to the basic packages and create packages that customers simply can’t resist.
However, you can always add a note that the package can be changed if needed. That way you cover all the needs.
So how do you create the right offer?
1 | Package Content – Ideas
For all three packages, you need content – what each package contains. Think first about what your customers usually want. What is most desirable? I recommend that you write down all your ideas (even if they are too crazy).
2 | The content of the packages – creating packages
Create great packages – try to put yourself back in the shoes of the ideal customer. What does he/she want? What would the customer really be excited about? What is the minimum you recommend for good service (e.g. first coat is mandatory because the manicure is otherwise not long-lasting). Maybe you can include something very special that doesn’t exist yet – that only you can give (e.g. hand massage, bath for your hands…).
Create different packages. These can differ in the content itself or in the size – from the basic to the premium package.
3 | Price
This is usually a very sensitive topic. The first step is usually to check prices with the competition. Try to avoid it this time.
Remember that your offer is unique and therefore the pricing strategy should also be unique…
So what should the price of an individual offer be? The easiest formula is to sum all the costs (e.g. materials) and work. Hm… what about you, your energy, your unique contribution, knowledge, experiences?
The price should include all this! So be courageous and set the price you think is appropriate, then test it If necessary, you can adjust the price.
If you are introducing something completely new, then the price can be a bit lower and when you have a solid foundation, you can also change the price.
Remember that customers also make their opinion based on your prices (higher / lower price services). Just think about Apple computers compared to other brands – what is Apple’s reputation compared to others?!
I have also prepared a free guide to help you create packages + with additional ideas, bonus tips and instructions on how to create packages: