The Confused Person Never Buys: How to Make Your Offerings Clear so You’ll Never Lose a Customer Again


You might have heard the saying: The confused person never buys.

When we’re confused, we don’t purchase. Simple as that.

I’m sure you’ve been there yourself many times. You see something you’re interested in online, so you click through. But then you end up confused about exactly what they’re offering, or maybe there are too many choices and you don’t know which one’s right for you, and because it’s all too hard and you’re busy, you bounce.

You click away and get back to what you were doing.

This happens so often and it’s one of the main reasons that advertisements or offers don’t convert.

Your prospects are confused.

So as a business owner, you need to do everything you can to make sure that your product and service offerings are clear and concise.

As a business owner, you need to do everything you can to make sure that your product and service offerings are clear and concise. #smallbusiness #womeninbusiness #femaleentrepreneur Click To Tweet

If you’re a service business, you’ll need to master the art of ‘productisaton’, which means turning your services into clearly defined products.

Productisation: Developing a service into a standard packaged, and marketed product. (Investopedia)

People like to buy service packages that are clearly defined, that have a beginning and an end, and that promise a significant transformation as a result.

Presenting your services in the form of ‘products’ allows your prospects to gain an understanding of the range of services you offer and the results you achieve, so they can choose a package that suits their needs and budget.

If you run a product-based business, then simply use the process I describe below to present the most popular product packages your clients buy. 

Here are some rules to apply to your productisation:

  1. Develop three different service packages that represent different ways clients can work with you.

  2. Present your three service packages in a single table ranging from lowest price (left) to highest price (right).

  3. Use a catchy (emotional) name for each package that speaks to the transformation you deliver.

  4. List the features that are included along the left vertical column.

  5. Use ticks to show what’s included in each service package.

  6. Show the investment at the bottom. Pricing should increase from left to right.

To help you develop your own productisation, here is Fempire’s table showing the productisation of our private coaching programs.

The process of productisation is the easiest way to showcase your products or services in a way that is clear and concise, giving you the best chance of closing the sale.

Can you present your products or services in a table like the one shown so that you give your prospects the best chances of buying what they need?

I hope you found this helpful!

If you want more in-depth advice on how to develop your own productisation, connect with Kate or one of our other lovely Fempire Coaches (click here).

And if you have any questions or comments about this article please leave a comment down below! xox

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