You know how we were always encouraged to “show our work”? Well, that’s not always for our benefit.
Bundle ambiguity refers to deliberately creating uncertainty about the individual pricing of specific items within the bundle.
It’s like Coca-Cola prohibited discounting of its products, but allowed them to be used in all manner of product bundles.
– Sandwich: $3
– Cola: $2
– Bundle:$4
The trick is that, to an outsider, it’s now impossible to know for certain how the discount was formed. This doesn’t really hurt the image (perceived value) of both components, while still allowing a discount.
I often use it as a defense against misplaced client scrutiny. Because as soon as you show a full price breakdown, clients often get distracted and start
1. nitpicking individual items
2. comparing offer elements to cheaper, irrelevant alternatives
3. questioning your margins
And in the blink of an eye, you’re back to negotiating line items instead of outcomes.
When used correctly, bundle ambiguity is a kindness that keeps the client focused on what they came in to buy solutions for, rather than a series of tasks.
If you have a problem with clients cherry-picking their way through your offers, bundling some components of your offer is your best bet. It will not only give you a negotiating edge, it will also protect your positioning and keep you in control of the pricing conversation.