All Bundled Up and Ready to Sell
By Denis A. Baldwin

A basic concept of the human existence is the idea that people like bundled services. Bundles of items tend to be easy to understand, easy to buy, easy to use and are usually well though out. Who doesn't like things to be simple and well organized?

Bundles are a win-win for consumers and suppliers. With a bundle, the consumer has a "hands off" way of getting many related items or services that they may have to go to many suppliers for otherwise. In addition, they see value in purchasing these items in a bundle as there is often a discount or incentive in doing so. Furthermore, bundles ensure that you get a complete (or mostly complete) experience and there's little chance of forgetting that easily looked over accessory (like batteries, or a belt clip, or an extra charger, or whatever other widget you must have to make your item function).

From a seller's perspective, it's also a win. A bundled service allows you to take your masthead product and bundle it with similar products and services that the customer may have overlooked otherwise. This adds profitability to your base item by including items that the customer may have purchased elsewhere. This also gives the supplier a golden opportunity to upsell the bundle with additional services or products, as often a bundle is really just the tip of the accessory iceberg. Lastly, a bundle gives you credibility. It shows your customer that you understand your product and how it will be used and have taken the time to research issues that may come up without those accessories and offer a chance to remedy these issues before they become issues.

I can take examples from many markets. The last time I bought a new car, I was presented with all kinds of "option groups". My car came standard with an engine, wheels, seats and the other basics, but what about a CD player? inside lights in convenient places? cup holders? These are things we take for granted because they are always there, but if you order a car with just the base options, you may find yourself wanting more. The same with one of my favorite upsellers, the Food Gadget Infomercial. It slices, it dices, it turns snowflakes into solid gold.. and for just $19.95 more, you get the accessory basket, carrying case, extra handle and two serving cups. This all makes perfect sense with you take a look at the big picture of how the items will be used.

What bundles make sense for your business? Does a service you perform in one season change with another? How are you bundling other services with it? Is a product you sell in need of batteries, a charger, a car charger, an extra blade, an extra toner cartridge, paper, or anything else that might benefit your customer?

Bundle up your items and offer these bundles to your eager public. They will see the value and walk away with a complete investment.