Icing on the Cake:
Bundling for Greater Proﬁts
hen you saw the word “icing,” what did it conjure up? Was it
sinfully delicious dark chocolate on yellow cake? Tantalizing
banana icing on banana cake? How about a silky cream cheese
icing on carrot cake? Or was it the icing on Aunt Ethel’s third cousin’s
grandniece’s wedding cake that you swore ate half the enamel off your
teeth with the ﬁrst bite?
All of us enjoy a sweet deal, but just like icing on a cake it can be
overdone. Bundling is a delicate blend of ingredients that:
• Sweetens the deal for your customers.
• Increases your average sale.
• Boosts your employees’ productivity.
• Reduces your risks.
For those of you who may not be familiar with the term “bundling,”
a bundle is a group of products and/or services designed to make your
offerings more attractive to your customers and more proﬁtable for you.
Bundling is the process of creating those groups of offerings.
What Bundling Can Do for Your Business
Before we embark on creating bundles and gathering ingredients for
those bundles, let’s see what bundling can do for your customers, your
average sale, your employee’s productivity, and you in minimizing the in-