Understand Your Buyer > How To Convert > The Productisation Effect
What is it?
The Productisation Effect is all about taking an intangible or service based offering and reframing it as a “product” to make it more tangible for your buyer.
Why does it work?
It works because the more tangible something is, the less perceived risk there is. By creating a “product” you’re not only demonstrating empathy and understanding as to your buyers’ needs, but you also make yourself an easier proposition. Naming your product also adds value thanks to The Named Process Effect. Things that have names have implied value.
How can you use it?
If you have a service based offering where you charge by the hour or by another variable, consider charging for an end result or for a fixed amount of time. Focus on selling the end result your client wants, not the amount of your service it will take you to achieve the result.
Focus on trigger points and what causes your client to act and then build your offering around that. So, for example if you are a legal company you could consider packages that are attuned to the life events of your clients such as birth, marriage or death, rather than offering them the individual services you have (such as wills) or simply charging by the hour.
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