There’s a firm I came across recently whose packaging I think is genuinely worth studying — and rather than talking about good packaging in theory, I want to use it as a real example.
In this episode, I’m breaking down exactly what they’re doing well and what you could borrow for your own firm.
Listen below.
0:38 Chad Hathaway runs Hathaway Accounting out of Scottsdale, Arizona — niching into sports and fitness businesses — and has his three-tiered packages publicly on his website.
1:46 First thing I look at: is the step up in value between tiers actually obvious? If not, clients default to the cheapest option because they can’t see what they’re missing.
3:41 Service names that sound like commodities get treated like commodities. Shift toward benefits and outcomes and you start to change how clients perceive you.
5:21 More line items doesn’t mean more value — a package with thirty different things listed can overwhelm a prospect rather than impress them.
6:10 Design it so the base tier feels adequate but a little limiting, the premium tier feels comprehensive but potentially more than many clients need right now, and the middle tier feels like the natural choice for a serious client.
7:27 Packages aren’t just for selling. Done well, they’re also one of the most effective ways to protect your scope.
8:40 Weak packaging tends to create three problems — harder sales conversations, lower prices, and scope creep that stems from expectations that were never properly set.
