It is very tempting to have a list of every service you can offer for potential customers to choose from.
Often this can be a case of thinking that if you offer a large range of services then you will attract more customers.
Too many choices
If you offer too many choices, this can be confusing for your customers. The reason is that it can appear you are trying to be everything to everyone and not very focused.
A further problem with this type of approach is when you have a long service list and prices that range from very low to high under the one brand. This makes communicating your brand message difficult and you will not find successful brands doing this.
Instead they go for what is called a two brand strategy with services at the lower price under a different brand name for example.
The simplest way to see if you need to cut your services is to make sure you are only offering those that you customers require, not what you can do.
Here are 5 benefits of cutting the list of services you offer:
Sets you apart from your competitors
If all of you offer the same services and for the moment forget about the quality then it can look like no one is offering any specialist service. Just all the same especially if the pricing is similar.
Increases your expertise
If you are focused in what you are offering what your key customers want then it is easier to show your expertise and increase your skills and experience.
Potential to increase prices
Specialists in any field can charge higher prices than generalists.
Easier to add relevant services
If you have a core service then it is easier to add complimentary services that add value which you can up sell and cross sell.
Better communication
Developing and communicating your key message is much easier with you current and potential customers if the services are complimentary.
If you have not looked at what you offer for a while, why not see if there any services that should be cut.
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5 Benefits of Cutting the Number of Services You Offer…
It is very tempting to have a list of every service you can offer for potential customers to choose from. Often this can be a case of thinking that if you offer a large range of services then you will attract more customers. If you offer too many choic…
Susan,
Great article! Sorry about the delay as I’m playing doctor to a sick wife today…
You are right on the mark about this. Most people think what services can I add? I’m guilty!
I think the writing profession trumps all others in terms of the amount of services which can be provided. The are literally hundreds. It can be confusing especially in terms of pricing!
I am trying to be all things to all people. Perhaps for the sake of making things less complicated, I should trim things out!
Yoni
Yoni, I am so sorry for being late in responding.
Your point about pricing is very important as the more we add trying to make sure all the services and pricing match up can be a nightmare.
Let us know how you go with the trimming and I hope Rivkah is feeling better.
[...] How reducing the number of services you offer can boost your business. We know. We know. The more services you offer the more customers and potential business, right? Well, it ain’t necessarily so, says Susan Oakes. Here are her reasons why. M4B Marketing [...]
I think you make good points. I would like to hear more about the multi-brand strategy you advocate.
Rob
Thanks for your comment Rob.
The 2 brand strategy I mentioned is often used when businesses have products or services that can’t or they do not want them to be marketed under the 1 brand name. An example is the soft drink companies.
The reasons can be for many reasons such as wanting different price points. For example if your current services are priced relatively low it would be difficult to then market a premium service under the brand name.
It can also be to cater to different target markets and of course to counter competitors.
One point to note if you do this then it will take time and money to support both brands.
I hope this gives you the information and if you have any other questions feel free to email me.
Susan