How do you name your pricing options in a sales proposal?
To clarify:
– The options are not just different in quantity, they are fundamentally different in approach. One is a DIY, one is done with you and one is done for you.
– Their pricing is also varied in amount, with no possibility of a client figuring out how the connecting formula by doing some rough math.
There’s a classic answer to this:
Hierarchical: like gold/silver/bronze: this is a great idea for big public events, where highlighting sponsors who give you most of the money is an important part of the deal. In sales, it’s often used to surreptitiously “shame” clients into buying gold packages. It reliably fails to do that.
If you are thinking “Do the names matter”, they do. Even if good option names don’t sell more, they scare away fewer clients.
Any of these would be better:
1. Descriptive: Self-guided/Guided/Complete
2. Level-based: Beginner/Intermediate/Expert
3. Action-oriented: DIY/Let’s Go/Relax
4. Metaphorical: Seed/Sapling/Tree
5. Minimalistic: Red/White/Blue
6. Involvement based: Lite/Pro/Premium
7. Pace hinting: Gradual/Accelerated/Leaping
8. Autonomy-graded: Independent/Collaborative/Executive
9. Themed: Solo/Duet/Symphony
10. Familiar: Economy/Business/First Class
I prefer the minimalistic (5) unless the options have characteristics that can be shown off exceptionally well by using something else.