For many new business owners one of the hardest decisions is choosing how to price their product or service. When you are deciding how to position your offer to increase sales, it is sensible to offer multiple similar packages at different price points.
It is true that a confused mind seldom buys so you don’t want to have drastically different offerings. That can make your prospects hesitate and procrastinate over which option to get. A better strategy is to have similar options where one particular offer stands out as the “value buy” and will seem like an amazing deal.
Use 3 different price points to increase sales
For example, let’s say that you’re selling an SEO service to help websites rank better. Maybe your main offer is a done for you package for $997 where you fix up their site and offer some basic consultations. For many that can normally seem like a lot of money and make them hesitate whether they should buy or not.
Consider offering three options at different price points.
- a “basic” package for $897 which is just a report where you identify the issues but don’t fix it for them,
- the “most popular” package for $997 which includes identifying and fixing all the issues on top of three free consultation calls,
- an “elite” package at $1,997 which includes everything in the most popular package but also includes unlimited consultation calls for a month.
What this does is that almost everyone thinks that the middle, “most popular” package is the best deal. Not only have you marked it as “most popular” which immediately makes them think they don’t want to miss out, but it’s only a little more than the basic package, but offers a lot of extra value.
The “elite” package is twice the price but only has some extra consultation calls that most people think they’ll never use. All of a sudden people perceive the $997 option as being cheap and great value. The other options aren’t necessarily meant to get sales. They’re simply there to help make your main offer stand out.
By naming them something like Basic Package, Most Popular, and Elite Package next to the options, you help prospects easily differentiate between them and gravitate towards the Most Popular one.
Make the best choice obvious
In order to increase sales you have to make it crystal clear what the best or most popular option is. Highlight that choice in bold or with stickers, and make it seem like they would be crazy not to go with the offer you want them to take.
This has the benefit of making your “most popular” or “best” option seem cheap when it’s only a bit more than your basic package. Without the basic package, they might think that your offer is expensive, but when they see it as being only a tinge more than the basic, their mindset changes from “that’s too expensive!” to “that’s only a bit more than this basic offering here … what a deal!”
So consider offering multiple packages like a Basic, Most Popular, and Elite Package where the value of the Most Popular one seems huge in order to make more people gravitate towards it and see it as a crazy good deal. What you are doing is re-framing their perception which allows you to position your offer to increase sales.
For more great marketing and positioning tips to increase your sales, check out this book: 50 Marketing Tips & Tricks Learned After $100 Million in Sales Over 20 Years!.
