I have had so many comments from you about the messages on Simplicity that I thought I would add a few more details.
First of all, I want all of you to go to this website and read the article called “The Tyranny of Choice” where it states that “Logic suggests that having options allows people to select precisely what makes them happiest. But, as studies show, abundant choice often makes for misery.”
Then, I want you to think about your product offerings and see if you can edit them down to fit on one page or one page with an addendum for specialty products. Look at last year’s sales of each product and weed out the non-starters.
When we are thinking about product development, we first ask the question, “Are we answering objections?” Products should answer objections like “I don’t have much wall space.” When we heard this over and over, we developed our line of Gems and Jewels which are small footprint products with a substantial price tag. See the Color Studies Price List under the Freemium section. We also consider our Image Showcases which are offered in all of our divisions a Gems and Jewel product and the most successful one, so check those out on our Price Lists too.
You will notice (on our Price Lists) that we have Tabletop portraits which simplifies listing 8×10s, 5×7s and 4×6s individually. No, a tabletop print is simply 8×10 and smaller for one price and we don’t differentiate each of the smaller sizes with a different price. We also simplified our Session Fees to just two, In-Studio and On Location for Waldens. For our Seniors, we offer three that build on each other.
Also, we have taken most of the verbage off all of our Price Lists and replaced it with visuals. DUH! Our clients don’t read all of the fluffy descriptions we used to have on the Price Lists in a darkened room with me there telling them what they need to know. After all, we are in a visual business and a visual Price List just makes sense and simplifies the buying experience.
In the Sales Room, in order to simplify things, we ask our clients to think about their purchase in three steps; a Primary product, a Secondary product and the Gotta Haves. The Primary products would be wall portraits and wall groupings plus framing. The Secondary products would be specialty products like the Gems and Jewels which often include an Image Showcase. The Gotta Haves are the Tabletops, Wallets and Press Products. This three-step process helps our clients to not feel overwhelmed with too many decisions.
Take these ideas, implement them into your pricing structure this year and take our challenge to simplify your prices and products this year-after all, you don’t want miserable clients! When you have too many decisions they need to make because you have too many offerings or your sales process isn’t clear and easy, you create what I call the three things that KILL A SALE-FRUSTRATION, FATIGUE AND CONFUSION!
Have a great week everyone! Bev
Share on Facebook