Bundling Beyond Products
Complementary bundles pair naturally related items together while multiproduct bundling can combine services that meet very different client needs at once. An auto dealer bundling financing, service and insurance is a familiar real-world example that applies just as well to professional services.
The Real Advantage of Bundling
Bundling gives your firm a strong competitive edge and can dramatically improve your return on marketing investment. Because a bundled offer is client-driven by your design of the entire selling process tends to become more productive as a result.
Move Clients Up the Value Chain
Clients can be grouped into those who see you as a commodity buyer, those who buy based on brand and image and those who buy strategic value. Bundling naturally helps move clients from the first group toward the second and third raising your revenue per client along the way.
Final Thoughts
Bundling works best when it is genuinely built around the client's needs and not simply stitched together from your existing service list. Look at your own service offerings this month and identify two that naturally belong together for your best clients. A well-designed bundle can boost both client satisfaction and your firm's revenue.
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