Practical Sales Training™ > How To Convert > The Productisation Effect

What is it?

The Productisation Effect is all about taking an intangible or service based offering and reframing it as a “product” to make it more tangible for your buyer.

Why does it work?

It works because the more tangible something is, the less perceived risk there is. By creating a “product” you’re not only demonstrating empathy and understanding as to your buyers’ needs, but you also make yourself an easier proposition. Naming your product also adds value thanks to The Named Process Effect. Things that have names have implied value.

How can you use it?

If you have a service based offering where you charge by the hour or by another variable, consider charging for an end result or for a fixed amount of time. Focus on selling the end result your client wants, not the amount of your service it will take you to achieve the result.

Focus on trigger points and what causes your client to act and then build your offering around that. So, for example if you are a legal company you could consider packages that are attuned to the life events of your clients such as birth, marriage or death, rather than offering them the individual services you have (such as wills) or simply charging by the hour.

Example:

Let’s say you’re a career coach who traditionally charges by the hour.

Instead of offering “£120/hour coaching sessions,” you create a named, fixed-fee product like:

“The 30-Day Career Clarity Plan” – £595
A structured, 4-week programme that includes:

3 x 1-hour calls
A personalised career roadmap
Email support between sessions
A final action plan PDF

Now you’re not selling hours, you’re selling an outcome with a clear name and process.

Why it works:

It removes ambiguity for the buyer (“What do I actually get for £120/hour?”).
It’s easier to compare and understand.
The buyer can emotionally invest in the result, not the mechanism.
It avoids pricing objections based on time and reframes it as value.

This same principle applies whether you’re in consulting, therapy, marketing, design, or law. Structure your services into named, tangible packages that focus on solving a problem or delivering a result.

See also