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Constructing Your (Intangible Service) Package

Today, we’re going to PRE-view what must go into an effective package. It may help if you keep  “The Pure Powder Skiing Escape” from the 1/8/2013 post in mind as we do this.

 

9 Key Steps in Creating Your Intangible Service Package

As you build packages for your services, it becomes easier and easier (I’m NOT kidding — trust me!).

Why?  Simple.  You begin to see the structure of ANY package whenever you decide to promote a service.

We’ll go through each element, in detail, but first . . . let’s list ALL the elements at once . . . THEN . . . we’ll come back and explain each one for you.  OK?

The nine (9) step PROCESS you’ll  use to create your intangible service package is:

1.  Define your . . . core benefit or ‘Mission’ (if you haven’t done so before!)

2.  Review your . . .  most recent clients

3.  Identify the specific PAIN of each group / sub-group of recent clients

4.  Refine your core benefit as the ‘ideal Client’ for this service sees it

5.  Choose the essential elements needed to deliver your service

6.  Choose the optional elements that may enhance the delivery of your service

7.  Seek feedback from prospective clients and fine-tune your package

8.  Add in any ‘missing’ elements that your clients’ feedback suggested

9.  Name your package with a distinctive and attractive name

That may sound like a LOT to do . . . and, maybe it is.  But remember this — it’s very do-able.  And, with practice, it’s easier and easier to do!

To recap this PART 3 on Packaging Your Services:  

•  a ‘package’ has a specific ‘formula’ like a recipe

•  a ‘package’ is built by following a 9 step process

•  a ‘package’ makes it easier to buy what you offer

In PART 4, we’ll explain what’s implied by each step in the 9 step process outlined above.

Don’t want to wait?  Download the full Special Report . . . NOW!

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What is a ‘Package’ . . . Really?

Unlike packaging for a tangible product — think ‘Book Cover’, the package for your intangible service is totally different.  It’s not some container into which you pour your service, it’s not an image you use to promote your service and it’s not a set of ten (10) cassettes in which your service can be sold.

So, what is it?  Good question.  Here’s a good example to show what I mean:

“The Pure Powder Skiing Escape”

If you’re a serious skier who’s tired of the crowded, packed powder runs of New England and you yearn to ski in the wide open spaces . . . one day you make a decision to visit your friendly old travel agent.  Once you’ve told her about your disappointment with the heavy crowds and the packed powder problems you’ve had skiing in New England, you hear, “I’ve got exactly what you want –– The Pure Powder Skiing Escape!  (feeling excited already?)

It’s seven days of deep powder, no crowds, no phones, no fax machines, no kids (your option) and no demands on you except to have a great time!  We’re talking Utah here — where the powder is deep, the crowds are gone and the people are great.

The Pure Powder Skiing Escape includes your airfare, hotel, and all lifts.  You can stay at any one of six lodges and ski any day at any of three top-rated ski areas.  Or, for an extra $450 you can have a 3 bedroom, fully furnished condo that’s just a 5 minute walk to the base lodge or the tri-area transportation bus station.

I can also include a meal plan that provides a hearty breakfast and dinner each day if you wish.  Sound good or would you like the option of exploring the local restaurants on your own?  (Yeah, I thought you would, too.)

To get around the area we include a mid-size rental car with free mileage; an upgrade to a full-size luxury car is just $85 more. If you like we can include some optional activities: ski lessons: group or private as well as horseback riding or snowmobiling day trips in the high country.  Not for you, huh?  (I understand . . . been there / done that.  I get it!)

Now you can leave any day Monday through Friday. And, we include without charge, door-to-door limo service and all ground transportation in Utah.  Naturally, we handle all baggage checks for you.  The basic price of The Pure Powder Skiing Escape is $3,200 or $4,000 per person if you fly first class.  You can charge it on your credit card — we accept American Express, Visa, MasterCard, Discovery and Diners Club.  So now . . . the only question I’ve got for you is this:  “When do you want to go?”  

My friend, THIS is what I call a powerful package!

If you’re a serious skier who’s had it up to here with crowded trails and packed powder skiing, I’ll bet this ‘package’ of travel services is very, very compelling, right?  Could YOU do the same for your particular expertise?  If you’re not sure, we’ll examine why this package ‘works’ and how you can apply the same principles to achieve success in packaging your expertise, too.

To recap this PART 2 on Packaging Your Services:  

•  a ‘package’ provides what your Ideal Client wants

•  a ‘package’ includes everything needed to do that

•  a ‘package’ is the FIRST thing a client gets from you!

In PART 3, I’ll deconstruct the Pure Powder Skiing Escape — so you can do the same

Don’t want to wait?  Download the full Special Report . . . NOW!

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If you’re providing a service and find you aren’t getting as many qualified prospects to become clients as you like, you may want to examine an often overlooked yet significant factor: the way you package your service.

Why You Need A ‘Package’ for Your Service

Let’s face it.  Selling an intangible service is not the same as selling a tangible product for a lot of reasons.  I won’t go belabor the details, but it is sufficiently different because when someone decides to become your client, they’re not (yet!) getting your service.  You see, technically they can’t!

With a tangible product like a hot dog from a vendor, you immediately know what you’re getting.  But, how can anyone know what they’re getting at the time they’re buying your service?  Afterall, they haven’t experienced your service yet, right?  And, they certainly haven’t enjoyed the benefits of your service, either.  So, what are they buying in that magical moment when they commit to become your client and avail themselves of your service?  It’s the implicit PROMISE . . . that they’ll (eventually) enjoy the benefits you offer them.

By the way, before we go any further, let me clarify two things.  First, I’m assuming that you have adequately defined the benefits of your service so that qualified prospects can identify what’s in it for them if they buy it.  Second, I’m assuming that you have already sold yourself to your prospect by intentionally developing a relationship with your prospect through the things you’ve said and done with your prospect starting from the moment you first met.

So, if you are acceptable to your prospect and your service’s benefits are truly attractive, but your otherwise qualified prospects aren’t buying . . . it might just be the way you’re packaging your services.

To recap this PART 1 on Packaging Your Services:  

•  prospects can’t experience the benefits of your service until some time passes

•  a ‘package’ is how you make your intangible service . . . tangible

In PART 2, I’ll reveal how to construct intangible service ‘package’ — so you can do the same!

Don’t want to wait?  Download the full Special Report . . . NOW!