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Marketing Challenge: Bundling Services

by Hank Stroll  |  
August 16, 2005

It's rare to find a fast-food restaurant that doesn't offer a combo that's a better deal than each item purchased separately. Does it make sense for service businesses to offer their customers the same "deal"?

Packaging the invisible: services

I recently accepted a job with a company that offers professional services. My new employer wants me to package the services offered. I'm not sure if packaging services into product offerings is the right approach. How well (or not) does selling a service as a product work? If marketing services as a product does work, what is involved?

—Anne, Director of Marketing

Readers offer various ways to package services—each way dependent on several factors.

Make life easier for your customers by providing a few choices. Not so many that they become overwhelmed, but at least something to help them decide. A reader confirms that customers want options and provides several ways to do this:

If you bundle services, allow them to order a la carte. The purpose of bundling is to take the "thinking" out of ordering (think of the combo numbers at fast food places) and make it easier for the customer. Consider selling the service as a value-added model. Run some history reports and find out what your customers have historically purchased from you.

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Hank Stroll ( is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.

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