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Some buyer behavior is incredibly predictable. One of those behaviors is their affinity for kits, assortments, bundles and packages. Putting groups of products and/or services together is appealing to purchasers. This is especially true as your products and services become more complicated. If you sell parts you have no doubt learned that customers love kits and assortments. After selling kits and assortments for years I learned that if customers are given a small, medium or large size choice they will almost always pick the medium. The lesson learned is that you need to spend most of your marketing and product resources on this middle product. The small and large sizes end up being bookends to what you are most likely going to sell. A big positive about selling kits and assortments is that eventually the customer runs out of individual parts found in the kit and needs to reorder.

Companies that sell services like to promote their service bundles and packages. The buyer is frequently confused about exactly what they should buy when it comes to services. When presented with a package or bundle of services that seems to cover everything they opt for it. One of the biggest closing lines in the service sales business is, “This is our most popular package.” Sold! Service customers also like buying the middle bundle or package; it seems prudent and quite defensible to their boss. Bundles and packages of services also have a way of leading to other purchases. “I’m sorry Karen; our XYZ bundle does not include 24 hour service. I can add that for $679.00 per month.”

Some companies foolishly don’t provide kits, assortments, bundles and packages to their sales force. If you work for one of these companies don’t despair. Make your own kits, assortments, bundles or packages! I learned early in my sales career that I could put my own bundles together and instruct the front office to invoice the collection of individual products as if the customer had just purchased a single item. Instant kit.

I’m a big fan of kits, assortments, bundles and packages. Customers like them because they can provide buying confidence and are faster and easier for them. They also lead to additional sales for you. Even if your company doesn’t provide them, start using this tool on your own.

Tags: kitting

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