“Packages.” The mere word used to make my skin crawl as I reflected upon some of the demeaning “packages” I was forced to sell in the early days of my career.
But “packages” do have a role in even the most sophisticated media marketing strategy. The key is not to let clients see cookie-cutter packages. Each cover and introductory page should be written to show how the package is custom-tailored to fit the client’s needs!!!
Even if your building a 52-week long term culture, here’s a few of the reasons you might consider designing client-focused value propositions for your sales staffs;
1. Packages need NOT be equated with discounts. In fact, properly “packaged” they can actually be premium-priced. A package is merely a highly attractive and enticing way of presenting a value bundle.
2. A package gives rookies and seniors alike a new “excuse” to make a touch or contact. These relatively minor sales also give us the opportunity to deliver what we promised to new or skeptical prospects and open the door for bigger long-term investments.
3. Packages should be fun. With a spiff or incentive, and a proper kick-off explaining all of the benefits from a customer’s point of view, they become the “What’s new?” in a sales world that can go stale from doing the same thing year in and year out.
4. Focusing on strategically-designed packages can help sales people, and clients, appreciate certain portions of your programming or offerings that may otherwise be over-looked or under-sold.
5. Packages are the great equalizer on the sales-contest floor. Everyone, junior and senior alike, has equal opportunity to sell timely and topical packages, regardless of account list size. Seniors can use them to “top up” buys, and rookies to introduce new clients to your stations.
Bonus Reason…The Platinum Rule! – Whether we like it or not, some buyers are “package buyers”, period! The Golden Rule, “do unto others as you would have done unto you”, has been replaced with the Platinum Rule, “do unto others as they would have done unto themselves”.
So even though you might not want a package presented to you, some clients love them, and they can be great door openers to building more long term relationships