Bundle Up!
June 17, 2010
It’s tough to stand out when everyone else sells what you do. You need to have something that sets you apart from your competition, and if it can’t be the actual products you sell, then maybe it can be the way you offer those products.
For example, some self-storage facilities offer climate-controlled units, and pickup and delivery of items for businesses. So how about bundling these services, adding something extra, and positioning it as something other than the sum of the parts. Something like this to a restaurant with outdoor seating…
At Bob’s Self Storage, we’re the outdoor dining storage specialists! When it gets too cold for your customers to take advantage of your outdoor seating, just let us know a week in advance. We’ll show up with our 24′ truck, pack up your outdoor tables and chairs, and bring them to our facility for storage.
Then we’ll unload them, wash them top to bottom, and store them for the winter in our custom climate-controlled units. When Spring comes, just give us a heads-up, and we’ll pull the tables and chairs out of storage, give them another cleaning, bring them to your restaurant, and even set them up for you!
It’s all part of our “White-Glove Restaurant Storage Program,” and it’s only available at Bob’s Self Storage!
In reality, the storage facility is not offering anything more than a competitor could offer, but by identifying a specific market niche, identifying the services they might need, and bundling them into a package specifically targeted to that audience, they’ll get a much better response when they offer the package.
As a bonus, because this appears to be something designed especially for that industry, they’ll also be able to justify a higher rate for the main component – the self-storage unit itself – than they would have otherwise.
What can you bundle in your business that can add value to your customers, members, or clients? This is truly a case of the “whole being more than the sum of the parts!”
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