Bundled Sales: It’s All in the Bundle was published for client AFFLINK.
Tuscaloosa, AL – As we enter year two of the pandemic, we see the past year was like the novel, Tale of Two Cities, for many in the professional cleaning industry. Some did well—others, like cleaning contractors, not so well.
“One way all industry members can do better in the second year of the pandemic, is to offer products and services in bun
dles,” says Michael Wilson, vice president of marketing
for AFFLINK, a 300-member sales, and marketing organization. “Bundled sales refers to selling two or more products, or two or more services marketed as a package.”
Here is an example of bundled sales.
An Internet provider, for instance, might provide a bundle of services – Web hosting, email, site security, malware protection, and search engine optimization – all as one bundled package.
“The consumer could purchase each [of these] services individually, but it likely would cost them more,” Wilson explains. “For the Internet provider, the bundle provides the customer with more value, builds brand loyalty, and invariably is a profitable marketing strategy.”
Wilson offers more reasons distributors and cleaning contractors should bundle products and services, especially this year:
- It’s a door opener. Many facility managers are looking for ‘deals’ right now. Selecting one vendor that offers a cluster of products and services is often viewed as a good deal.
- It improves unit sales. For distributors, bundling increases unit sales volume. Instead of distributors selling a disinfectant or a ready-to-use (RTU) antimicrobial, a bundle of products including disinfectants, RTUs, electrostatic sprayers, and even hand sanitizers, help managers address multiple facility needs.
- Makes the contractor a complete service provider. Due to COVID, facility managers have multiple needs. If a contractor offers many solutions in one bundle, the manager now has one single source for several services.
- Bundles pass accounting scrutiny. Accounts payable professionals often question why a particular product is selected, if less expensive products are available. When buying a bundle of products, it can be explained that when all the products are bundled together, it is lower than when purchased individually.
“With all business strategies, there may be some trial and error,” adds Wilson. “Stick with it. Long-term, bundling products and services is a win-win for everyone, and should prove profitable.”
For other items from AFFLINK, click here.
