The Art of Bundling

Orangeville, ON (James Doan) Every month, I get a bill from my satellite TV provider. I see a $3.00 “Digital Service Fee” added to my channel package, and I question having to pay for it. (I’ve called to ask, and this fee is mandatory.)

Then, I’ve also reflected that while I never read the sports section of our local paper, I’ve never felt the newspaper was forcing me to pay for a section I could do without. That subscription is all or nothing, and not itemized.

According to Anthony Tjan, author of “Heart, Smarts, Guts and Luck,” bundled deals tend to be more beneficial for the seller. Buyers see (or don’t see) the value in your all-in-one package and rarely complain about what’s included. “Show the list of all activities performed for a service without a separate valuation,” he says.

By listing what’s included in a bundle without any monetary figures for the items, you reinforce the buyer’s sense of value without prompting quibbling over this or that component, Tjan notes. This also prevents reactions like “What, 10 dollars for a ___?!” from kicking in.

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