We flew down to Atlanta a couple of weeks ago to visit our son Evan.
For reasons we fail to understand, Evan prefers mild winters, friendly inhabitants, and modern airports over whatever the opposite of all that is that we offer here in Massachusetts.
These days, when you board a plane, you’re never quite sure how new it will be. By which I mean, what level of technology will be available.
Some planes have TV screens in the back of each seat, free Wi-Fi, power outlets, and bathrooms in which an average-size human can get things done without having to momentarily step out into the main cabin.
Fortunately, our plane had all of that. Along with, I’m happy to report, about 100 free movies to choose from.
That’s a pretty nice feature. After all, back in the day (15 years ago?), if they showed a movie at all, it was one-size-fits-all for the entire plane.
So I began my search. After about 20 minutes of looking, I decided on something and settled in.
But you know what was most interesting? My customized, airplane-movie-watching experience felt no better than when they used to make us all watch the same thing.
Sure, there was a risk back then that the movie would be terrible or that you had already seen it. But the new way of doing things has some downsides too.
First, it took me a long time to make a decision. With so much to choose from, making the “best” selection isn’t easy.
Second, and related to the first, I spent much of the movie wondering if I could have done better.
Like an arranged marriage, neither of these things comes into play when the decision is made for you.
Choice Has a Cost
Imagine if you sat down in a restaurant, the server came over, and said: “We have a talented chef and a full kitchen. Tell us what you’d like and she will make it for you.”
For most people, myself among them, a menu of available options is a better experience.
After all, other than maybe a vague preference for type of food (Italian? Thai?), all I know is that I’m hungry. A blank slate of infinite choice doesn’t help.
Plus, the restaurant, having served thousands of meals, is well qualified to offer a selection of things that people tend to enjoy.
Likewise, and for all the same reasons, when it comes to selling a professional service, I highly recommend you offer “packages” – predetermined combinations of your services. You know, like a menu.
The alternative – simply declaring that you are a qualified “chef” (i.e., financial planner, management consultant, leadership coach, freelance writer, etc.) is more or less saying, “Tell me what you’d like and I will make it for you.”
More choice, yes. But not more better.
That’s why I like packages…
#1. They Simplify the Buying Decision
Infinite choice may sound good. But like the restaurant customer, it requires lots of thinking, lots of tradeoffs, and lots of deciding. All of which adds up to lots of delay in moving forward and hiring you.
If, instead, you offer two or three of your most popular client scenarios – here’s what I do, here’s why it’s valuable, here’s what it costs – those who are interested in hiring you are likely to choose one quickly and move forward.
Of course, if they want some further modification (“no onions”), you are welcome to do that as well.
#2. They Simplify the Selling Process
Often, prospective clients say, “Tell me about your services.” In practice, that kind of open-ended question can easily lead to an incoherent ramble on the part of people like us.
But, if you have already put together a few packages, now you just walk through them. Plus, since they repeat, it doesn’t take long for you to become really sharp at describing them. You can even develop short summaries of each that you send before or after a live conversation.
#3. They Make You Look Like an Expert
Like the restaurant that’s developed a menu of offerings, having packages says, “I’ve seen this situation before, I know what matters and what doesn’t, I recommend one of the following.”
Clients like working with people who have done this before and who appear to know what they are doing. (Nobody wants to get the world’s first circumcision.)
#4. They Help to Differentiate You
Within your category, all the professionals you compete with have pretty much the same credentials as you. Claiming to be an “experienced, trustworthy professional” isn’t a tangible difference unless you can point to a competitor who claims to be an “unreliable moron.”
Your packages are unique to you. When you offer them as a thing, you make it harder for prospective clients who like what’s in them to go elsewhere.
If, on the other hand, you simply offer your time at a given rate, you are inviting prospects to use price as the decision metric. (Hint: You don’t want that unless you are the low-price option, in which case you are reading the wrong newsletter.)
Here’s the Bottom Line
When it comes to deciding what to offer as professional service providers, there’s an implicit assumption that from the client’s point of view, more choice is better.
But too many options can lead to confusion, second-guessing, decision delays, and even reduced satisfaction.
Do yourself and your future clients a favor by developing and offering packages of your services.
Good luck with the circumcision.
Discussion Questions:
- What’s your preferred seat on an airplane?
- When ordering in a restaurant, how often do you make modifications to the menu choices?
- Do you offer packages of your services?
Share your answers below…
As usual, an innovative and really smart take on the much-discussed issue to what charge, how to price it, etc. You’re right — if people ask what they can bring to your dinner party — and you say bring whatever you want — you’ll get all desserts and no main course.
Thank you. Love the dinner party analogy!!
This reminds me of how having practically unlimited choices of what to watch/stream on TV usually results in me watching nothing. I much preferred the days of going to Blockbuster and browsing the racks for a movie to take home and watch. Scrolling through endless options on Netflix, etc is tiring and counterproductive.
Agreed.
1. Aisle Exit Row,. assuming First Class is full
2. Occasionally. When at a restaurant with my daughter I tell her a menu simple tells me the ingredients I have to work with. She’s not a fan of that perspective.
I’m an aisle man, regardless of where in the plane!
1. Always aisle (at my age, there’s no way I’ll sit through and entire flight without needing to visit the bathroom you so aptly described).
2. To the embarrassment of all my family members, I ALWAYS make modifications to the menu.
3. In a way. I show a customer journey, in which they can choose to start with base-level service “A” and continue through B, C etc. Makes it look like I know what I’m talking about, which occasionally is true.
I like the sequential package idea!
I’ve NEVER gone on a plane before, but I will one day. I’d probably sit in the middle.
I’ve never made any modifications to the menu choices that I can think of, well maybe change fries for a salad, but as far as changing the menu, portion sizes, no I’ve never.
I offered packages with my services before, a profile with plus 10 copies..(getting started)
First time on a plane, the window seat will be interesting!
I’d probably be scared lol
This is a brilliant idea! I’ve been giving fiction-writers retreats that my husband nicknamed “roll-your-own,” since everyone can choose what aspects of their book they want to work on during their individual consultations.
But offering a different package at each one, people would have more reason to keep coming back and seeing what’s new.
Laurie, who always picks aisle unless I plan to sleep
That should work well!
Love the window seat.
Always offer packages, especially if the person is looking for more than one service.
You mean you are NOT a pediatric surgeon???
Sorry, did I not tell you that my medical license was revoked years ago?
Preferred seat on the plane, just behind the wings (less turbulence) but also so I can see out the window.
I don’t usually made modifications to the menu, but that may change in the future as Im changing what I will and wont eat.
I haven’t offered packages before but it makes me think I should come up with something.
Love the newsletter, always makes me think. Even if I dont read it the day it comes out.
I was unaware of the reduced turbulance thing near the wings!
Your newsletters draw me in often.
Window seat!!!!! I’m going to sleep
I try to stick with what is…but sometimes…I NEED a diff option, seafood no mussels, more shrimp or scallops.
Yes, I have packages set up but they aren’t my focus as I work with existing clients and setting up my client-free business model.
You and I would be good airplane row mates since I’m all about the aisle. As is my wife. When we travel we get seats on the aisles opposite one another.
EIGHT DAYS LATE!!
1) Always an aisle. (Wiggling room for at least one leg)
2) Almost never. It being on a plane, I fear that the attendant and a dozen people near me would snigger or just LOL.
3) My wife carries packages and asks me to put them up in the overhead and take them down, all at the most turbulent moments of the ride.
Yay for aisles!
Forgot I answered 9 months ago but invited by LinkedIn to answer again, here I go!
1) Still Aisle Seat, for the same reason. Nine months later, however, I can never fully get deadly fumes or crashing with another plane out of my mind. Rising political violence reminds me life is short.
2) I’m always partial to chicken but agree with Keanisha that salad, instead of fries, reduces the concerns about my slight paunch and high age.
3) Still choosing package deals but have ruled out physical services as it’s always a huge turn-off.
ALWAYS LOVE YOUR BLOGS/NEWSLETTERS. (See my pieces in Constant Contact and Substack!)