Maybe we should be in the box after all…

By 36 Comments

Wait! Maybe small businesses are doing it wrong!

After years of being told to think ‘outside of the box’ and embrace non-conformity…I am ready to challenge that thinking!

Perhaps the box is where we should be focusing!

Seen this??

 

Or maybe this??

Yep, thought so!

Yum Brands, Inc. happens to encompass Taco Bell & Pizza Hut chains and reports a ‘sharp 30% growth in overseas and US markets.’ – A striking 10% of that came from a ‘rebound’ in Pizza Hut on domestic soil alone! They are thinking deep inside the box!

What does this mean?

This means our consumers, our buyers, our prospects – the folks that are making buying decisions – are shopping for ‘the box.’

Now, this might not apply to you if you are a ’boutique’ or ‘high end’ service for the affluent…but then again, it might. So get your nose out of the air and be open to another opinion ;)

But, why the box?

The reasons this (likely) works are:

  • You are keeping choices simple! (A confused mind does nothing, so too many choices decreases sales)
  • You are exposing the client to a variety of your product line (they came in for a taco or pizza & got a variety of tastiness).
  • You are rewarding buyers with a slight discount or an extra bonus.

How does ‘the box’ apply to you?

Hmmm – this is where you need to get creative! My coaching clients will tell you that I love to ‘bundle’ and group things together! You can get the consumer to consumer more of ‘you’ and also reward them with an extra bonus or discount. (Pssst, if pricing is an issue with you, make sure to revisit yesterday’s post on your worth!)

But…I have a service business…

  • In my virtual service business, I used to offer “buy 3 get 1 free” for paying up front. In other words, they paid for 3 months of service and got their 4th free. This is great for generating cash flow up front as well as getting vested clients.
  • I got a proposal from a vendor the other day and a bonus with their bundle was a free 20 point website evaluation & conversion testing, something they normally charge $1,500 for. Nice ‘bundling’

But…I have an info product business?

I have (and have advised clients to) bundle related products together for a ‘whole enchilada’ or ‘get it done’ type package. This works beautifully, especially with an urgency of time.

But…I have a coaching business?

I still bundle my group coaching into annual programs and my private e-Coaching into 3 month programs. This makes sure I am not dealing with month-to-month wishy washy clients (not you, those other folks ;) and they know I’m committed too! This allows me to charge less than what my typical hourly would’ve been and it’s a win-win.

But…I have a merchandise business?

Then offer a quantity discount, a bonus with purchase or add in something ‘else’ of use. Look back at the pizza box example…there is more than just pizza there! If I walk in the door, I’m likely there JUST for pizza…but look at how they are introducing the rest of their product line to me! Genius!

Listen…there are few things I know for certain – but I can speculate, I can test the market and I can draw some conclusions.

And today, I am saying – 10% in rebound growth for Pizza Hut is strong. Taco Bell tested it first, last year. And now they’re transferring it across the brands.

That is compelling. That is telling and that is reason enough for me to consider climbing back INTO the box!

Meanwhile…I’ve just opened the box on the Spring Success E-Coaching Program…I’m working with just 15 folks on this, so head over there & check out that ‘box’

I’d love to hear some of your ideas below on ‘boxing’ up your products, services or self!

No related posts.

Filed Under: Blog Posts, Marketing
About Carrie Wilkerson

Consultant & Strategist for self-employed professionals & small business owners. Wife, Mom, Author, Speaker & Joyful Human! Host of http://BarefootExecutive.TV and professional encourager...I believe in your dreams, in home-based business and the power of ruthless implementation!

  • Nic Penrake

    Yep, I think boxes can be useful in these info-overloaded times. Like the idea of 3 month coaching – in a box. 

  • Carrie Wilkerson

    Is it just me, or are you hungry for tacos or pizza now too? ;)

  • http://www.hippiespelunker.com lisamariemary

    Oh my goodness, you have me thinking. This could be a great way to revive my mail for kids business that’s gotten a little sleepy lately. 

  • Carrie Wilkerson

    love it when i get you thinking ;)

  • Maureen

    After reading your post and hearing taco and pizza and enchilada, I am hungry! Great post by the way.

  • Waynenobes

    You have to think though that Those brands had to do some out of the box thinking to come up with those tasty in the box ideas…

  • Debranett

    My business is financial services, and we don’t charge for sitting with us, or for a complete analysis. We also focus on middle-class. We are paid strictly commission only if our prospective client purchases a product which in the majority of cases, saves them money, or better fits their needs. Any ideas, or am I limited to raffles or gift cards? (rules limit value of “gifts” to $25) Great blog by the way, and I currently use a lot of quotes in our classes. I’m planning on using “pity pool” story this Wednesday.

  • Carrie Wilkerson

    Hmmm let me think on this! Be back w some ideas a bit later ;)

  • Carrie Wilkerson

    Lol

  • Carrie Wilkerson

    Kids saw my blog and just asked for pizza for dinner. Lol

  • Yvonne A Jones

    Great post that got me thinking, Carrie.  Thinking ‘outside’ the box has often proven to be valuable for innovative business ideas but as you’ve highlighted thinking ‘inside’ the box may even be more advantageous.  I’m immediately jotting down ideas on how I could box things together to create an effective package for social media and reputation management for offline clients, as well as make the course on customer service that
    I’m working on more appealing to online marketers.

  • Carrie Wilkerson

    So lovely to meet you recently!! This plus what we trained on last week should be some interesting ‘scribbles’ indeed!

  • http://www.teleseminarstranscribed.com/ Loretta

    Well, you have me thinking too. I have service packages, but I need to *present them* a little differently. ;)  

  • http://www.hippiespelunker.com lisamariemary

    You always do. I wish I could sprinkle a little Carrie in my coffee every morning. Like sweet, SMART glitter. ;)

  • http://twitter.com/Chris_Eh_Young Chris Eh Young

    An abundance of choices often leads to customer confusion and a confused customer rarely buys. The fear of buyer’s remorse affects them before they have even bought anything. I think it’s a real conundrum that many businesses face these days. The customers say they want more choice but what I really think they’re looking for is better choices. 

    Offering a package that is easy to understand and makes sense for your customers is never a bad idea. Bundling (boxing) value in relevant packages is a great way to upsell. I mean, Apple only has a handful of choices and they seem to be doing ok.

    I do keep thinking of the Taco Bell slogan though, “Think outside the bun”.

  • http://www.facebook.com/profile.php?id=1059383309 DrSteve Vasilev

    Ha ha..  well, the contents of the example boxes leave something to be desired.  But the concept is a definite yes!  Sent you an email re program.  Looks great.  Anyone who signs up for this program is doing themselves a huge favor.  Regards!

  • Carrie Wilkerson

    sweet, smart glitter…i dig that ;)

  • Carrie Wilkerson

    thanks Doc ;) And I wasn’t advocating the diet choice ;)

  • Carrie Wilkerson

    Apple SUPPOSEDLY only offers a few choices…but the pay-for-content options are indeed limitless and THAT is how we OWN what is inside our Apple ;)

  • Carrie Wilkerson

    just don’t change your pricing por moi ;) lol

  • http://www.15minutewriter.com Sharon Gibson

    This is very effective the way you compared bundling things to fast food. It helps make the concept more understandable. And you are right, people like for you to make choices simple for them. I’ve seen some people do this idea of bundling very effectively. I had never thought of applying, the buy 3 months, get one free as it applies to online business.
    I like the way you also zeroed in on specific businesses and made some specific suggestions.
    Great ideas to think about.
    I appreciate the quality of your ideas and the creative way you presented them.

  • http://www.obsessedwithconformity.com Jim Mitchem

    One thing I like to say is that the box is king. The box is your framework. When you think outside of the box, you’re thinking outside of what you do best. You over promise with no chance to deliver. The box is our friend. Just be sure to build the box correctly and work within that. 

  • http://www.facebook.com/dave.baldwin77 Dave Baldwin

    Agreed. I resisted this for a long time, because being “original” and creative was important to my ego and sense of pride. But I have come to believe that people who are successful and consistently make money aren’t the ones who “think outside the box,” but who follow what’s tried and true. Originality does have a place, though. I think that it comes down to using proven methodologies to build a foundation of consistent cash flow, and using this initial success to buy the freedom that can be used to experiment with new ideas. Great post!

  • Carrie Wilkerson

    If you think about it Dave…those fast food places were thinking ‘out of the box’ by grouping things together other than fries & a drink. Sometimes ‘in the box’ is the most out of box thinking of all (credit to earlier poster for pointing that out!)

  • Carrie Wilkerson

    Ok Mr ‘I don’t read blogs’ :) I’m honored you are here ;) Yep – every house has to have an initial box or framing or it simply crumbles! Love it!

  • Carrie Wilkerson

    my special gift is explaining things through every day objects ;) LOL In this case, fast food packaging :)

  • http://RideTheTideCoaching.com/ Lisa

    Been reading your book before I go to sleep and when I wake up (pen in hand) – interesting thinking!  I’ve been focusing on one offering at a time for coaching/consulting clients – but wondering how best to “bundle” that online to prevent overwhelm.  Thought provoking post!

  • Carrie Wilkerson

    Lisa! So glad you are enjoying the book…although I’d never recommend it before bed, LOL!

  • Alan

    Thanks.  Got me thinking, not sure I can apply…but

  • Tracey Zimmerman

    Carrie, excellent post, and the box has many applications. The biggest value is it does some of the thinking for your customers. In many cases, you know your offering much better than your customer, so you can help ensure their satisfaction with your offering by bundling popular/necessary products/services. Thanks for the inspiration!

  • http://andreabolder.com Andrea Bolder

    This was a great post. Giving people simple options – where they don’t have to think too hard because the value is so great – is not only a way to grab attention, but to move people toward a buying decision. – Andrea

  • Carrie Wilkerson

    thanks Andrea! I agree

  • Carrie Wilkerson

    ‘does some of the thinking for your customer’ – love that. Truth is – they are coming to us because they are likely overwhelmed from something else – why add to it?

  • Carrie Wilkerson

    ‘does some of the thinking for your customer’ – love that. Truth is – they are coming to us because they are likely overwhelmed from something else – why add to it?

  • http://www.executivevision.ca/ Chris Strongarm

    Great post Carrie and excellent discussion everyone!
    It got me thinking and I had a follow-up thought on how you can test whether “boxing” would work in your business.

    In addition to prominent placement of your, say, 3 bundles, include a smaller link that says something like “create your own combo” where you allow limited permutations or options (more of this, less of that).

    Or going the old route, offer single products separately, but charge premium for them. It’s a great way to test the “raise the price and hold your breath” strategy.

    Regards!

  • Carrie Wilkerson

    Yep – if you allow them to create their own…charge A LOT.

    When I had my service based business (mentioned in post) – we had 2 options
    Basic $40 & Upgrade $65

    If they were fussy or high maintenance and insisted this wasn’t ‘enough’ – then I would gladly charge them $117 per hour for custom work, minimum of 3 hour package.

    Oddly…no one ever took that option ;)