3 Simple Rules To Creating Your Signature Package That Sells
If you’ve been following me for quite some time, in my blog, I share a lot of tips and strategies about the different components about how to build a solid foundation that attracts your ideal clients. And whilst nailing down your ideal clients is one thing, creating signature packages that sell to your ideal clients is another.
So in today’s post, I will be sharing my 3 simple rules to creating your signature package that sells.
Before going into the details, I just want to put it out that:
1) Pricing is subjective for each and every online business and rarely it has anything to do about the price.
I hear a lot from my clients about “This client is not willing to invest because of the price.” It is rarely about the prices because let’s be honest, in EVERY sales consultation, there will ALWAYS be objections about price. They are either not seeing the value or unsure if this is the right package or product for them.
And 2) I hope by now, you already have narrowed down your niche and knowing what problems your clients are struggling with before creating or refining your package. If you have not yet done so, I would encourage doing so.
So what is a signature package?
A signature package is a package that is based around your specific niche and the specific problems your ideal clients are really struggling with.
In my upcoming course and my 1:1 coaching, I take the time to create and share with my clients how they can create an SSS package – Super Specific Signature package.
Now, this is not to say that your online business only can have 1 package. You can have 10 packages to offer but if you really want to be known for someone who is specialized in a specific area within your industry, it’s recommended that you have 1 signature package which is the most premium choice your clients would go for. And then you can create secondary packages if you’d like.
Think about it. Have you visit a restaurant, and you check out their menu to see 200 items on their menu? And you’re probably going to think, “Woah, which one should I even choose?!“
And comparing with another restaurant that offers only 5 different items on their menu but most times, they serve really good food and they are all their signature dishes.
It goes the same for your packages.
So let’s dive into my 3 simple rules!
Rule 1 | Create a package that is specific to what your clients want (and not what you think they need)
Have you ever looked at someone else’s website that offers multiple packages and offers similar results, only to leave you more confused?
For example, 2 years back I offered brand identity design for my clients. I had 3 different packages for branding, and each package had add-ons, but at the end of the day, they had similar results.
But when a potential client looks over your website, they are looking for a designer to help solve their problem: which is to have a logo designed, or create a brand identity. And when they look over your packages and see that you offer logo design for $900 and the next packages are more expensive but with add-ons. Naturally, clients always go for the cheapest option as they are skeptical of working with someone new.
Sometimes, when you offer so many different options, a potential client can become overwhelmed and not reach out for your packages and so you end up losing ideal clients this way.
When you are creating your packages, rather than creating something you think your ideal clients need, create a package specific to what your clients want.
This is why I said, refining your package is really to understand your ideal clients and understand what they are struggling with, and then to package this and target their pain points.
Give your clients what they want, and not what they need.
Rule 2 | Have a specific time-frame
For example, if you’re a graphic designer who offers a brand identity package. Estimate how long do you think you will need to complete the entire project for your clients. If you have worked with clients before, you should know how long it takes from the beginning to the end, if it takes 2 weeks then put 2 weeks on your website.
If you’re just starting out, and you’re unsure as you’ve never worked on this project before, list down everything (I mean every single thing) of your project workflow and estimate roughly how much time it would take you to complete for each task and look at how long it takes in total.
Also, for if you’re just starting out then during the project, record each task using a free tool like Toggl so you can stay on track and evaluate at the end of the project completion and adjust if necessary.
Here’s the thing, when you have a specific time-frame in your project. It allows you to pre-plan your project calendar and estimate how many clients can you really take on. On the flip side, your clients will know how much time it takes to complete a project.
Another example is my private brand coaching.
I estimate that in order to help my clients to start attracting their ideals clients and turn them into paying clients and achieve their goals, it will take me 8 weeks.
The thing is when it comes to private coaching, each client has a unique journey and path to achieving whatever they want to achieve.
Ultimately, at the end of the day, I’m giving my clients a specific time frame to accomplish their goals. However, it also depends on your clients, as it’s a collaborative work at the end of the day.
I can give them all the strategies and tools, but if they aren’t taking action or need more time to work on a specific area, then we might need to extend the sessions for an extra week. But I set out that it should take around 8 weeks, so I know how many clients I can take on over a 2 month period.
Rule 3 | Sell the results (not the what or the how)
It took me a little while to understand this but once you do, it’s a life-changing process.
The ‘What’ is basically the items that are included in your package.
Let’s say you’re a logo designer, yes you might state that this package comes with 3 logo design concepts, 1 primary logo, 1 secondary logo, 1 alternate mark, 2 revision rounds to make any adjustments to the designs.
For someone who is unfamiliar in your field, it’s confusing for them to understand what is the definition of a primary logo, secondary, and alternate mark.
In their head, they only need 1 logo and they don’t understand the importance of how the secondary logo and alternate marks can help in their brand identity. Even if you have to explain the items, just write a short 1 sentence in your ideal client’s language so that they can understand, or even visual examples to demonstrate actually what you mean.
The ‘How’ is your process of completing the project from A to Z. You see the problem is when you talk about the how (sometimes you might be using alien language that your prospective clients wouldn’t be able to understand and to be honest, they don’t really care) which leads to my next point.
Sell the results.
Say we go back to the logo designer for the example. Your clients probably need a new logo designed, and they either don’t know how to design or simply just don’t have time, and that’s why they are looking for a logo designer.
In their head, they are just looking for a logo designer. But when you start explaining that you’re going to sketch the concept, transfer it to illustrator and you’ll finalize them and send the final 3 concepts to your clients… you get the drift.
The harsh truth is, your clients don’t really care. They just want to know that what they’re looking for can be solved. It’s as simple as that – the problem and the results.
These are my 3 simple rules for creating your signature package that sells.
How I came up with these 3 simple rules is from years of experience, and that I concluded to not only help my prospecting clients when they view my packages, they clearly know how I can help them and how long it will take.
Let me know if one of these rules have helped you to gain a new perspective to create or refine your signature package?
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