Industry encouraged to launch product bundling

One way to succeed in the second year of the pandemic is to offer products and services in bundles.

Cleaning contractors and distributors are being urged to offer products and services in bundles in response to the COVID-19 pandemic.

That’s according to Michael Wilson, vice president of marketing for AFFLINK.

Bundling is the sale of two or more separate products or two or more separate services marketed as a package.

A good example, says Wilson, is when an internet service company provides a bundle of separate products – web hosting, email, security, malware protection, and even search engine optimisation – all as one bundled package.

“The consumer could purchase each service separately, but it would likely cost more. For the Web hosting company, the more bundled services offered, the more value they provide their customers, building brand loyalty.”

How can the professional cleaning industry members bundle their products, service offerings, and bring more value to their customers?

Wilson’s offers the following two suggestions:

Cleaning contractors:  Instead of charging separately for services, bundle services such as cleaning, hard floor maintenance, carpet care, window cleaning, even light building engineering.

“As part of a package, this can be a cost-saving for the customer, set you apart from your competitors, and make you the customers’ go-to’ person for all their facility needs.”

Distributors: Instead of selling a disinfectant or a ready-to-use (RTU) antimicrobial, “turn them into a bundle of products including disinfectants, RTUs, electrostatic sprayers, and even hand sanitiser.

Now the distributor is the client’s ‘go-to’ person for all these products, which should improve the distributor’s revenue stream.”

Wilson adds that the key to effective bundling is pricing each product or service right and letting the client know they can purchase each product or service separately, but at a higher cost.

“This makes bundling a ‘good deal’ for the customer, and profitable for you too.”

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