As you can see, the limitations to bundling that we might envision,
be they regulatory, buyer price sensitivity, or competitors’ offerings, really
only exist in our own minds. As you gain more experience in bundling
your offerings, of adding icing to both your and your customers’ cakes,
you’ll enjoy greater revenues and profits. The key questions to ask, then,
in establishing an effective bundle are:
1. What are some of the challenges these buyers face?
2. Can bundling help them overcome these challenges?
3. What could I bundle together to make life easier for my cus-
tomers?
4. What benefits would they gain from these bundles?
5. What benefits would I gain from these bundles?
6. What script(s) would I use to communicate these benefits to my
customers?
Now that you know how to bundle offerings, lets find out how to get
them to buy those offerings. Thats the goal of Chapter 6.
Executive Summary
1. Bundling helps you:
Sweeten the deal for your customers
Increase your average ticket price
Increase your employees’ productivity
Reduce your risks
2. Bundles target the same value propositions we’ve discussed in
earlier chapters:
Image
Innovation
Time savings
3. When bundling, we take the three value propositions listed
in number two above and explode back out to the nine value
attributes:
Speed
Friendliness
Icing on the Cake: Bundling for Greater Profits 131
Integrity
Dependability
Convenience
Image
Service
Using these nine valuable attributes in our sales scripts allows
us to help customers see value in our existing offerings that they,
and we, often overlook. This helps us avoid continuously adding
new features and costs to our offerings.
4. Bundling is available for any offering in any industry or profes-
sion.
5. The key questions to ask in establishing an effective bundle are:
What are some of the challenges these buyers face?
Can bundling help them overcome these challenges?
What could I bundle together to make life easier for my cus-
tomers?
What benefits would they gain from these bundles?
What benefits would I gain from these bundles?
What script(s) would I use to communicate these benefits to
my customers?
132 Pricing for Profit
Innovation
Knowledgeable sales people

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