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Package Deal or Upsell Later

by PaulintheSticks
16 replies
Got a big meeting with a car dealer management team Thursday that I put 3 packages together for that revolve around a strategy to help them sell more used cars. The packages include all or some of:

Reputation Marketing/Management
Simple website
Landing page
Online display ad
Video
Consulting

Just got off the phone with a fellow marketing consultant who was GM of a car dealership for twenty years.

He says I should just lead with one service (rep mktg) and then upsell later on. His reasoning is that if I pitch packages with all these products/services it will be too complicated and they won't want to make a decision on the spot. Plus its going to be a lot easier for them to trust me with one thing than 6.

As I think about the idea of selling one service instead of a package, it makes sense in a lot of ways. And when I look over the packages it does seem a little overwhelming especially because some of the services are monthly and some are one off's so I have to have prices for the 1st month and recurring for each package.

On the other hand at our first meeting, the owner asked me to put together my best 5 strategies/ideas and put a proposal together which obviously got me thinking a lot bigger than smaller. Plus, I've got great rapport with him (we grew up in the same town and he was telling me about his family's haunted house excursions yesterday) so I know I've established a lot more trust than your average salesman.

Any thoughts are appreciated.

PS For those of you who read my post a couple weeks ago, that meeting got cancelled and rescheduled for this coming Thursday.
#deal #package #upsell
  • Profile picture of the author Claude Whitacre
    Paul; What you are offering are just parts of a whole. If you offer them as a service, without going into nauseating detail about each one...it will not be commodity selling. If you sell just one part, it will be easier to shop.

    You are selling one service, of which each of these is a part.

    Would you sell a transmission...then upsell to a motor...then a gas tank? Or would you just sell a car?

    This is a car. Many parts..one service.

    Every part you are selling, makes every other part stronger. I think you would be doing a disservice if you didn't let the client take advantage of the Synergy.

    The only way I would sell just one part first, is if you just don't know how to package sell. Or...if you only have half an hour. It wouldn't be bad. But I'd sell the whole schlemiel.
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    • Profile picture of the author PaulintheSticks
      Originally Posted by Claude Whitacre View Post

      . But I'd sell the whole schlemiel.
      Great points as always Claude but what about the schlimazel?
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      • Profile picture of the author Claude Whitacre
        Originally Posted by PaulintheSticks View Post

        Great points as always Claude but what about the schlimazel?
        HA@! Wrong word. I meant Schmeer

        Apparently, I'm not an expert on ethnic language.:rolleyes:

        Thanks, Now I can't get the old Laverne & Shirley show song out of my head.
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        • Profile picture of the author midasman09
          Banned
          An old saying I use is;

          "CONFUSE EM....YA LOSE EM!"

          Start with ONE "service". My suggestion is to use Ryan McKinney's "Offline Legion" program of
          choose a Car Dealer
          use a video and Ryan's system to start bringing in "Potential Car Buyer" calls

          Then call the Dealer and tell him it was YOUR program that was bringing in those calls and you'd like to meet with him, if he'd like to continue getting calls.

          The "PROOF IS IN THE PUDDING!"

          No need to convince them of WHAT you can do.....you're AREADY DOING IT!

          Don Alm......Sales & Marketing guy
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          • Profile picture of the author PaulintheSticks
            Originally Posted by midasman09 View Post

            Start with ONE "service". My suggestion is to use Ryan McKinney's "Offline Legion" program of
            choose a Car Dealer
            use a video and Ryan's system to start bringing in "Potential Car Buyer" calls

            Then call the Dealer and tell him it was YOUR program that was bringing in those calls and you'd like to meet with him, if he'd like to continue getting calls.
            Huh? So the owner asked me for a proposal but you recommend I cancel the meeting and instead create a video to start generating leads for them?
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  • Profile picture of the author laurencewins
    I agree with Claude about the concept of the "car" BUT sometimes it IS easier to explain one aspect and tell them that you'll start with that and then gradually get the rest of the package going. They may feel that explaining it all is confusing and may appreciate being fully explained ONE part and then have another meeting to explain the rest...but sign them up for the rest NOW.
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    Cheers, Laurence.
    Writer/Editor/Proofreader.

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  • Profile picture of the author bob ross
    If you want to sell the big package as a whole instead of a front end and two upsells, bump up your pricing for each one by 15%, then offer to throw in the third package free if they commit to doing two of the packages now.

    This way you don't lose anything and they still feel that they got a ridiculously great deal.
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    • Profile picture of the author PaulintheSticks
      Originally Posted by bob ross View Post

      If you want to sell the big package as a whole instead of a front end and two upsells, bump up your pricing for each one by 15%, then offer to throw in the third package free if they commit to doing two of the packages now.

      This way you don't lose anything and they still feel that they got a ridiculously great deal.
      Bob/Jake , I'm guessing my packages are structured different than you're thinking. They're large, medium and small....so the big one is a, b, c, d, e, f, g, the middle one is a, b, c, d, e and the smallest one is a, b, c.
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  • Profile picture of the author TeamBringIt
    Originally Posted by PaulintheSticks View Post

    Got a big meeting with a car dealer management team Thursday that I put 3 packages together for that revolve around a strategy to help them sell more used cars. The packages include all or some of:

    Reputation Marketing/Management
    Simple website
    Landing page
    Online display ad
    Video
    Consulting

    Just got off the phone with a fellow marketing consultant who was GM of a car dealership for twenty years.

    He says I should just lead with one service (rep mktg) and then upsell later on. His reasoning is that if I pitch packages with all these products/services it will be too complicated and they won't want to make a decision on the spot. Plus its going to be a lot easier for them to trust me with one thing than 6.

    As I think about the idea of selling one service instead of a package, it makes sense in a lot of ways. And when I look over the packages it does seem a little overwhelming especially because some of the services are monthly and some are one off's so I have to have prices for the 1st month and recurring for each package.

    On the other hand at our first meeting, the owner asked me to put together my best 5 strategies/ideas and put a proposal together which obviously got me thinking a lot bigger than smaller. Plus, I've got great rapport with him (we grew up in the same town and he was telling me about his family's haunted house excursions yesterday) so I know I've established a lot more trust than your average salesman.

    Any thoughts are appreciated.

    PS For those of you who read my post a couple weeks ago, that meeting got cancelled and rescheduled for this coming Thursday.
    Pick one service, do an excellent job and please the client. Get them the results and they will ask you, about how else you can help them. Offering too many things at one time only makes it harder. Gain that trust and they will hound, you for what other services you can offer them....
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  • Profile picture of the author oliverj87
    Why not pick the one service you know you can excel and produce the best ROI in the shortest time for the client.

    Once you've excelled in one area, they are putty in yours hands.

    Jay
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    • Profile picture of the author PaulintheSticks
      Originally Posted by oliverj87 View Post

      Why not pick the one service you know you can excel and produce the best ROI in the shortest time for the client.

      Once you've excelled in one area, they are putty in yours hands.
      Because I'm proposing a strategy that has many components, instead of a single tactic which IMO is not the best approach to marketing.

      My own marketing strategy has many components that work together. Take away any one of the components and the strategy won't work as well. 4-1=2
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      • Profile picture of the author DABK
        What does he get out of these:
        Reputation Marketing/Management
        Simple website
        Landing page
        Online display ad
        Video
        Consulting?

        If you like to read novels, packages would be: 2 novels for $x, 3 novels for $y.
        If you buy milk, 2 bottles for $x, 3 bottles for $y.

        My point, it's clear for the buyer to see what he's getting and how one package is different from another, why a bigger package has more value. All he/she has to do is determine if he's got enough time to read 3 novels, enough space in the fridge for 3. That kind of thing.

        Do your packages show that? When he's done reading what your packages will do for him, is his only question be: can I handle package 1 kind of growth, package 2 kind or package 3?
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  • Profile picture of the author misterme
    How about you restructure that offer keeping your fee the same but not including all 6 items in the package, but maybe

    Reputation Marketing/Management
    Simple website
    Landing page

    is the package and

    Online display ad
    Video
    Consulting

    are the bonuses you're tossing in.
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    • Profile picture of the author PaulintheSticks
      Instead of bonuses, the way I've got it structured is with discounts on the packages. Bigger package = bigger percentage discount.

      I really like the idea of reducing the discount and throwing in the consulting as a bonus on the biggest package.

      Originally Posted by misterme View Post

      How about you restructure that offer keeping your fee the same but not including all 6 items in the package, but maybe

      Reputation Marketing/Management
      Simple website
      Landing page

      is the package and

      Online display ad
      Video
      Consulting

      are the bonuses you're tossing in.
      Signature
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  • Profile picture of the author globalpro
    All great answers above, as always.

    It sounds like you already have your answer in what you posted as your question.

    You are meeting with someone you know, who wants your "5 Best Strategies". To me, it sounds like they want solutions, as opposed to specific services, so present your recommended/preferred solution you have.

    Focus on how all the parts make the whole effective. Claude's analogy on all the parts of car is a good one. When someone asks for a website, and I offer solution like what you have, and they only want website, I say that's like buying a new car, then parking it in the driveway. Looks good, but you got to get it out on the boulevard for people to see.

    What I have been doing, is I put the package/solution together for what they need, then if it overwhelms, I back up to a smaller approach 'to get them started'. I go with video marketing as it seems to be easiest to understand and easiest for quick/verifiable results.

    Gets me in the door to build long term relationship and is working well as back up plan.

    All the best with your presentation. Let us know how it goes.
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