How easy is it to buy your service?

Many of us run businesses that have a broad offering. We provide a range of products or services, depending on what our clients need. When we’re talking to a specific customer then it’s relatively easy to define their problem and find a solution.

But when talking to a group of people with different needs, it’s very difficult to generalise, and can lead to people either feeling confused or simply overwhelmed with too much information. How can we overcome ‘information overload’?

One solution is to break down your service or product into bite-sized packages that people can easily understand.

For example I have an associate who specialises in SEO. She’s found that although people she meets know that SEO is important and that it relates to websites and search engines, they don’t really understand what it means to them, and are a bit reluctant to commit to anything as they are fearful of the unknown. She’s found that developing a package for small businesses at a set cost with a checklist of topics that she will cover makes it easier for her customers to buy her service. They can see at a glance what it will cost, what it will include and what the outcome will be.

This means they can try out her service with little risk, and can find out if they work well together. If they then need further help, or more in-depth analysis they have built up trust and are well-placed to move forward.

Depending on how you work, you may find that you can develop a range of solutions for different markets. For example, small solo entrepreneur businesses may benefit from one aspect of your business. Larger organisations may need something different.

Find out what would be most useful to them and see if you can create simple “off the shelf” products that make it easier to buy from you.