Packaged for Success [Wedding MBA 2019]

0:00 this is a recording of a talk I gave at wedding MBA in 2019 called packaged for success truth be told I actually had technical difficulties during the presentation and my slides would not show on the screen several people have sent me emails asking for the slides and the way that I structure my presentations they're not text-heavy and so therefore they're not quite as beneficial

0:28 just looking at the slides and so I thought I'd do recording that I could share with people so was titled packaged for success so first off about me my name is Judd Lilla strand I mean co-founder at Chuck cherry and Chuck cherry is next generation booking and client management software okay so let's get something out of the way which is packages are not for everyone they're not for

0:57 every buyer they're not for every seller they're not for every situation however packages offer some real benefits to both sides I mean we're going to talk about those today so anytime I think about selling more effectively and and you know how do I win more business I always like to start by putting my buyer hat on and think of buyer benefits and so packages make the buying

1:24 process easier for your prospects you might have a simple three-tier package system and it's really easy for them to compare the options they can evaluate which one's best for them determine if they can afford the services or your base package even they can determine what's included you know what's important to them they can find out hey is this for me and you can give the buyer a feeling

1:56 of being in control I think just generally speaking giving people options is going to make them feel this way and I think that's a great place to start it's also easier to get started when you're looking at a service provider who offers packages so let's imagine there's two companies we're looking at the website of Company A and they offer our packages and then Company B

2:20 who offers a contact us form so which company are we further along in the Brian pop process if we're looking at those websites side by side and I'm gonna argue that Company A we are already further along into the buying process we've seen their packages what's included probably their pricing and there's a meaningful advantage to to showing some of this stuff and it's you know

2:49 there's a saying in business early bird gets the worm and I think that this is a variation of that where you're basically going to encourage them to just take the next step right it's already easier they're already further along just continue the process so packages are a great place to start and importantly they make the buying process easier for your clients now let's talk about

3:13 the seller benefits to offering packages they're also a great place to start when selling so you might have a base rate most valuable highest price important to remember that you don't need to let your packages limit you so option one option two option three you know that can easily become a custom package after you have a conversation with your customer and you know define what it is that

3:40 they need maybe this is done via an add-on system or perhaps it's a very unique situation it's just a one-off situation it's good to customize based on your your clients needs but packages also allow customers to self-identify so if I have a base rate a most valuable highest price and I get a lead for somebody who has indicated interest in the highest price package that I offer I have

4:07 in sight already into their budget expectations preferences and the value that they represent to my business and so maybe that might influence how much time you spend with them following up that type of thing setting expectations is also easier with packages so the customer is already seen clearly what's in a base package versus the most valuable package and you know they're going

4:31 to know what they're going to get your team will also know what they're going to deliver upon so it makes delivering on your promises easier you can also test and tweak pricing and what's included in packages to maximize the effectiveness of them so you can do things like leverage price anchoring to increase the average value of a booking so for example let's say everybody's going for my

4:56 base package and I want to find them you know a way to move them towards the most value you know maybe I'm a tight week what's included or in both those packages so that I can get them to easily see the value and spending a little bit more money for a lot more value and therefore increasing your average revenue per per booking if you have staff it makes training and scaling

5:20 easier because you've now have a set defined you know menu of services and that could be really helpful with packages you can do things like leverage self-service booking so allow somebody to go on your website and start the process of building out a quote and securing your services all online really a powerful sales technique in today's day and age you could increase client

5:45 satisfaction with packages I think this is really an important part I received a chat from a Chuck Jerry customer who obviously offers packages and she basically said when when your client is so happy with the entire process she sends you this two days after her wedding thank you very much Melissa you guys did a great job I appreciate all the emails and keeping me updated with all

6:09 the details and each step I loved your website where I could just go in book and I didn't have to worry about anything with you I didn't even didn't even have to confirm it you did it all thank you very much love that this makes it so easy for my clients there was nothing better than getting notification that a client booked a thousand dollar event all by themselves I said

6:32 love that and I thought you would and happy Monday and that's a customer who offers Photo Booth services but in there I think it's it's a really an important concept which is improving the entire process and I think you can do that with packages so the evaluation process right so from the buyers side it's easier to evaluate she did self-service booking so the buying was really

6:57 easy you know and then the execution was more straightforward because you know it's included and and the expectations were met and then follow-up so you can do things like follow up like maybe you would send a corporate client a note nine months after their event saying hey are you guys doing your Christmas party again or you might send a wedding couple a note one year

7:22 after saying happy anniversary that could be all done based on the the package type that you offer so check cherry again is next-generation booking and client management software we offer a first-class client experience so the buying experience the client experience is very important to us we can also offer true online booking as Melissa said you know she woke up

7:47 with a notification that somebody had booked and it's a great feeling and it was a great process you could attract a younger demographic with self-service booking and I think this is really important in today's day and age more and more people want the ease of booking online and this type of thing and it's just a growing percentage of younger people that are interested

8:10 in this type of buying process packages are core to the system at check cherry and that's important you could do things like automation based on packages follow-ups you know what's included maybe additional add-ons recommended add-ons and upsells that type of stuff but I hope this presentation was helpful you know again I'm Jed with Chuck cherry you can visit us at check cherry

8:35 comm and I hope you consider offering packages in your business and let me know how it goes