Episode 240
Building a Profitable Offer Suite: 5 Essential Steps [Ep. 240]
In this episode, I outlined the importance of having a well-structured offer suite and how it can cater to various stages of your client's journey. From DIY options to one-on-one services and everything in between, we discussed how to strategically design offer suites that not only meet the clients where they're at but also provide upsell, downsell, and cross-sell opportunities.
Key Takeaways:
- Definition of an Offer Suite: A suite of offers that serve different client needs and preferences at various stages.
- Types of Offer Suites: DIY, done with you, done for you, group programs, one-off projects, retainers, and more.
- Serving Different Stages: How offer suites can cater to clients at different points in their business journey.
- Upsell, Downsell, and Cross-Sell Opportunities: Creating paths for clients to stay engaged with your services.
- Creating Lifetime Value: Increasing the lifetime value of clients by having a clear next step.
Action Steps:
- Review Your Buyer Journey: Identify where you might be losing clients and look for gaps in your current offers.
- Determine Your Offer Preferences: Decide which types of offers you enjoy providing and which ones you don't.
- Strategically Create or Revise Your Offer Suite: Develop offers that are interlinked and provide a clear path for clients to progress.
- Implement and Promote Your Offer Suite: Even if you have preferences, keep a variety of entry points to cater to different client needs.
- Focus on Client Needs: Determine what your clients frequently ask for or struggle with and tailor your offers to meet those needs.
Links and Mentions:
VIP Days: If you need help creating your offer suite, I have spots available for VIP days. Use this dedicated time to work on your offers, positioning, marketing, and sales.
Money Mondays: Join "Money Mondays" for just $9 a month. It's a focused, co-working hour every Monday to help you commit to your money-making activities. Exclusive to podcast listeners and my email list.
Episode on Creating a Client Journey: Revisit our previous episode on creating a client journey for more insights on how to incorporate that into your offer suite design.
Keywords:
offer suites, client journey, DIY offer, done with me, done for you, group program, one-on-one consulting, VIP day, offer positioning, marketing, sales, upsells, downsells, cross sells, freelancing, lead nurturing, accountability, implementation, strategic planning
Mentioned in this episode:
Sales Simplified Free LIVE Workshop
Learn Why Most Sales Plans Fail... and How to Fix it! Most business owners struggle with sales because they’re doing too much—too many offers, too many strategies, too much second-guessing. They don’t need a new offer. They don’t need to work harder. They just need a clear, focused plan. That’s exactly what you’ll walk away with in this free workshop.
Transcript
Hello, my friends. Happy Wednesday. Well, at
Speaker:least Wednesday is the day that this releases. I don't know what day you're listening,
Speaker:but Wednesdays are the day that it came out. So I'm going to say happy
Speaker:Wednesday. Today we're talking about offer suites. This
Speaker:is something that I work with many,
Speaker:many clients on and creating that offer
Speaker:suite and looking at what should your offer suite
Speaker:be? And so, first of all, an offer suite
Speaker:is basically just a suite of offers,
Speaker:right? Like, it's like a platter of different offers. And there's different ways that you
Speaker:can look at your offer suite. So typically, some of
Speaker:the most popular ones would be like,
Speaker:DIY. Done with me, done for me. DIY.
Speaker:A group program, one to one project versus
Speaker:retainer versus, you know, something like that. Like a one off
Speaker:project, a retainer project, or a repeat
Speaker:project. So, like, where they keep coming back on a project rate, something like that,
Speaker:you know, so the thing about it is, is obviously they're not all a good
Speaker:fit for you. And so that's part of what you need to think about when
Speaker:you're looking at creating an offer suite is what is
Speaker:my buyer journey, right? So remember going back to that
Speaker:episode on the creating a, a client journey,
Speaker:this. This plays a big role in it, all right? But offer
Speaker:suites, ideally are just complimentary
Speaker:services, products, services, and they are designed to,
Speaker:like, address different needs and preferences at a different time. Right?
Speaker:So if you have a diy done with you, done for
Speaker:you. So let's say you're a freelancer, you know,
Speaker:you could have a DIy option. Maybe it's templates,
Speaker:and then done with you is maybe templates plus help, you know,
Speaker:doing that. And so the client has some onus. They're having to actually do stuff,
Speaker:and maybe you're reviewing it and then done for you. Obviously, they would
Speaker:just buy your time and you would just do it for them.
Speaker:It could look like DIY group one to one, right? So that's kind
Speaker:of my offer suite right now is there's some DIY options,
Speaker:and then there's the group program, which is my mastermind, and then
Speaker:the one to one, which is either one to one
Speaker:consulting, or the VIP day, which if you're interested in a
Speaker:VIP day creating offer suites, hint, hint, wink,
Speaker:wink. That's really what the vip day is for, is to work
Speaker:on offers, positioning, marketing, sales, et cetera.
Speaker:But again, like, you see where they serve different people at different
Speaker:times, right? And also they're complimentary. So somebody may
Speaker:be in the group program, in mastermind and then need to
Speaker:add on one to one. Right, I have that. Or they wanna maybe do a
Speaker:more strategic deep dive and they add on a vip day. Or they
Speaker:start off in the DIY focused, visionary framework, they buy
Speaker:the DIY version and then they need a one on one. Or they go into
Speaker:the group mastermind. Right. And so they're complimentary, but at the end of the
Speaker:day, they serve people at different times. So they all, most of
Speaker:the time serve the same audience, but they're going to serve them at different
Speaker:places in their business. Right. And so they
Speaker:also allow for upsells and downsells. Right, upsell down
Speaker:south. So if you have, maybe you lead with your
Speaker:done for you offer and somebody says, oh, I'm sorry, that's out of my budget,
Speaker:that's okay, great. Now I also have it done with you, which would, you
Speaker:know, fit your budget a little bit more and would allow us to work together.
Speaker:Right. And so. Or the better part
Speaker:about offer suites is that it would be a next
Speaker:step. Right. So they come to you. So for me,
Speaker:my example is, you know, somebody may come to me for a
Speaker:one to one vip day and then I have a
Speaker:rapid fire retainer. Right. And so it's a next step. It's like, okay, we
Speaker:created this plan. You've got this new offer, you've got this new offer suite, you've
Speaker:got this new positioning, but we haven't tested it, we haven't implemented it, we
Speaker:haven't done anything. And as you do that, you're going to need some support. And
Speaker:so the retainer option is a great way for them to
Speaker:continue working with you, give you them that next step and keep them in your
Speaker:world, right, because you've already started the process with them. So
Speaker:if you are a designer or let's say a freelancer
Speaker:and you, let's say you do graphics with them, maybe
Speaker:you've done like a full brand package. You know, do you have a retainer option?
Speaker:That is graphic updates or web designers maintenance, you
Speaker:know, web updates, something like that. So, you know, there's so
Speaker:many different options for offer suites, but the whole
Speaker:point of them is that a, they meet people where they're at and they give
Speaker:people different options to work with you at different places and
Speaker:they create upsell down sell and cross sell offers, right.
Speaker:And so how you can do this
Speaker:and really strategically set this up is that you
Speaker:have all of these different entry points,
Speaker:right? So you've got to look at an offer suite from this
Speaker:perspective of like, how do people work with me again, going back
Speaker:to that buyer journey. What is the buyer journey? Do they
Speaker:want to come in through a workshop? Do they want to come in through a
Speaker:masterclass? Do they want to come in through a Diy option? Do
Speaker:they go straight for the done for you option and you don't really need that,
Speaker:right. Like, understanding and looking at your ideal client
Speaker:and also what you want to offer. If you hate doing a
Speaker:done with you version, right, then don't offer it. It's
Speaker:diy or done for you. I'm not going to step in the middle.
Speaker:Right. Like, you get to choose that, too. And so really
Speaker:looking at, like, what are the different entry points? And then
Speaker:how do each one of these cater to different individuals? How do they cater
Speaker:to different clients, different, um, leads? And
Speaker:at what point? Like, do they all work together? Right.
Speaker:Like, some people have offer suites that actually cater to a
Speaker:completely different audience. Right. The ideal client for each offer is
Speaker:different, or the stage of the client is different.
Speaker:So, like, if you have maybe
Speaker:a diY, or maybe your offer is like, kind of
Speaker:like a step one, it's like a prerequisite, right. And then maybe it's for people
Speaker:that are brand new or they're newer to whatever you're offering, and they have
Speaker:to go through this, and so then it moves them up. Right. And then you
Speaker:have this middle tier offer, which is for more advanced business owners. And then
Speaker:step three is more like
Speaker:scaling. Right? So you could look at your offer suite that way, too. If you
Speaker:want to serve people at each stage of business, you could look at and go,
Speaker:okay, what offer do I have for people that are newer? What one
Speaker:caters to the people that are, like, in this stage. And then what one caters
Speaker:to the people that are really scaling and ready to move forward. Right. So you
Speaker:could have your offers cater to all of the same audience, or they could
Speaker:be where they serve different audiences at different times. Okay.
Speaker:And then one of the other really, really important pieces to creating
Speaker:offer suites is that they create lifetime value.
Speaker:They increase the lifetime value of a client because
Speaker:there's a next step. Right. So many of
Speaker:you that I see and work with on a regular basis in the things
Speaker:that I hear in the masterminds and in the, the
Speaker:mastermind that I participate in, the one I host and facilitate,
Speaker:is like, you don't have a next step, right. People
Speaker:are coming to you, they want to keep working with you,
Speaker:and you just don't have a next step for them. And so
Speaker:you're losing clients. Right. And so you're on this very much
Speaker:this project base, or they're like a one time client, they may come back
Speaker:eventually, but they don't. And it's a lot of times because there isn't
Speaker:a way for them to continue to be in your world.
Speaker:And without that, you are going to lose them. Right. Like,
Speaker:that's just the reality of it. So, like, think about if you don't have
Speaker:this next step, the easiest way to do this is to really look at and
Speaker:ask yourself, like, while I was working with them, what
Speaker:is the one thing that they kept asking me for? What
Speaker:is the one thing that they always needed or how did I help them
Speaker:the most, right? So a lot of times for me, it's that simple.
Speaker:Accountability. People need and love the accountability. And
Speaker:they also need the ability to go, I don't know what to focus on.
Speaker:Right. Like, I have all these things, Michelle, on my plate, you know, I'm trying
Speaker:to do all these things, tell me what to focus on. Right. And
Speaker:so that's how I tailor my retainer
Speaker:package is it's one call to figure out what the
Speaker:focus is for the month, and then everything else is
Speaker:strictly implementation and accountability. Yes, there's those
Speaker:pop up little strategy things that happen or a client issue or a new
Speaker:opportunity or something like that, but primarily is implementation and
Speaker:accountability. Right. And keeping people focused and on track.
Speaker:So think about that. Like, what is it that people are struggling
Speaker:with? What are they asking you for all the time? What do they
Speaker:need from you? And then do you want to create that, you know?
Speaker:Or is it that they buy sessions from you, right. Or something
Speaker:like, like, whatever it is, is, like, what does that next
Speaker:step look like for your clients? And also in
Speaker:a way that you love to serve, which is one of the most
Speaker:important things, is do not create a retainer offer if you don't
Speaker:like to be. If you don't like having clients on retainer,
Speaker:don't create a done for you offer if you don't like having, you
Speaker:know, to do done for you. Don't create DIY offers if you hate
Speaker:selling them. Right? I mean, DIy things
Speaker:are not my favorite way to serve and sell. I have a couple on
Speaker:my website. I often don't
Speaker:promote them because I just like. I don't know.
Speaker:I like that. I like being able to serve my
Speaker:community. I like being able to answer questions. I thrive on
Speaker:community. And so the DIY, like, I love it for
Speaker:people, and I offer it because I know some people really prefer that.
Speaker:But it's not my go to, but I have it there. If
Speaker:people can't afford it or they're not
Speaker:ready to invest or they want to get a taste of what it's like to
Speaker:work with me. Right. So, again, like, it's not part of my active
Speaker:selling plan, but it's there because I.
Speaker:I see a need for it, and I see that people want it, and it's
Speaker:a great entry point. Right. So it allows for people
Speaker:to get a taste and have that entry level,
Speaker:um, exposure to
Speaker:me without committing to something larger.
Speaker:Right. So, again, it's not part of my big time marketing plan, but it's there.
Speaker:So, I mean, there's a lot of different ways
Speaker:that you could create an offer suite, but ideally, it's the
Speaker:three key takeaways here for you. And the things to take action on are
Speaker:looking at, like, what is your buyer journey and where are
Speaker:you losing them? Right. And if you're losing people,
Speaker:maybe in the beginning of the buyer journey, because your packages are too large
Speaker:and they're not ready to commit, then can you create something where they
Speaker:get, like, a taste? If you're losing people
Speaker:after a project and they're, like, a one and done, do you have
Speaker:a next step retainer or, like, something that will keep them on long term?
Speaker:If you're losing people because they
Speaker:prefer to do things themselves and you don't have a diy offer, do you want
Speaker:to create one? Right. So you've got to look at your buyer journey and really
Speaker:look at, like, where are you losing people? And where is, like,
Speaker:where's the gap? Or the hole in your offers to.
Speaker:And then looking at, do I want to fill this hole?
Speaker:Do I want to fill this gap, right. Or not? And then, if so,
Speaker:how. How do I want to fill the gap? How do I want to,
Speaker:Phil, you know, what is this next offer suite?
Speaker:Because there's money on the table. This is what I talk about all the time.
Speaker:The hidden money. Right? Like, there's hidden money in your business. I
Speaker:guarantee you, you there's somewhere in your client journey
Speaker:that you are losing people. That is a incredible
Speaker:opportunity for an upsell, a down sell, or a cross sell,
Speaker:right? But you just got to look at it. You got to really kind of
Speaker:just think about, like, where do I feel like I'm losing leads? Where
Speaker:do I feel like it drops off? Or where do I feel like I'm leaving
Speaker:them high and dry or hanging? Like, what's the next step? I want more from
Speaker:you, but I don't know what to do. You know, what does that look like.
Speaker:And then create the offer and start selling
Speaker:it. Start selling it. Like it's that simple. Like, hey, I know
Speaker:that we work together here. I have this new offer. I thought of you first.
Speaker:I just thought you'd be interested in it, right? Or, hey, I know we
Speaker:reached out. My other offer wasn't a good fit. I created this DIY version.
Speaker:I wanted to at least let you know. Right. Like, so you have, like,
Speaker:an immediate pipeline of people that probably already and waiting for this.
Speaker:They just don't know it, and you just haven't figured it out yet. So
Speaker:figure out where the gap is. Create that offer. Maybe you.
Speaker:Maybe you don't know what it is. Maybe you're at a point of capacity, too,
Speaker:and it's time to scale. You can't take on any more one to one
Speaker:clients. Or you did the group program and now
Speaker:you want to go back to one to one. Or you're at a group, you
Speaker:want to add on a group or a membership or something like that, and there's
Speaker:like another piece, you know, like even
Speaker:something simple and small. I saw a gap in where
Speaker:my clients need that dedicated co working time.
Speaker:They need that focused, committed time to their
Speaker:money making activities, which, by the way, if you haven't checked out
Speaker:money Mondays, it's $9 a month. $9 a month
Speaker:for unlimited. Like, every single week on Mondays, we meet for an
Speaker:hour and we bang it out. Like, it's
Speaker:just get the work, you know, get in, get out, get the work done, and
Speaker:then it's done for the week. And I'm not promoting that offer
Speaker:on socials at all. That offer is specific to
Speaker:podcast listeners in my email list. That's it. So I'll make
Speaker:sure the link is in the show notes. But, like, it was a gap. It's
Speaker:not a huge, obviously, it's not a huge money maker for me, but it's
Speaker:something I was already doing. I was already doing it,
Speaker:and people love it. They're getting results from it. I see
Speaker:a need for it. I could promote it on my socials, but it's just not
Speaker:part of my plan right now, you know? And so maybe it's an
Speaker:exclusive offer, you know, to me, that's what I want to keep.
Speaker:Money Mondays is like, it's exclusive. It's exclusive to you as
Speaker:a thank you. And if you have this gap and you're seeing this and, like,
Speaker:you want that co working space and you thrive on community as well,
Speaker:then come on in. Right? So it could be
Speaker:something small. It could be a big offer. But, like, the whole point
Speaker:is that you have this suite of offers to
Speaker:just give people options. It gives people
Speaker:options. And yes, I know there's some people that say, like, pick one
Speaker:offer and stick with it and get really good at it and sell it, and
Speaker:sell it, and sell it and sell it. But I know,
Speaker:at least for the people in my world and the ones that I deal with,
Speaker:myself included. And if most of my ideal clients and listeners are
Speaker:people just like me. Right? That gets so
Speaker:freaking boring, right? Most of us do not enjoy
Speaker:selling the exact same offer over and over and over and over and
Speaker:over and over and on washrooms. Repeat. Right? Like. And also, like,
Speaker:what's the evolution in that? You know, there's always something next. There's
Speaker:always another step. There's always something more. Yes, every offer
Speaker:needs to be sold. But that's why if you create it strategically as a
Speaker:suite, they lead to one another, right? They're not just three
Speaker:off the wall freaking offers that, like, don't go together.
Speaker:They're. They're a suite of offers that feed each
Speaker:other. That's the whole point, right? This one feeds to this
Speaker:one. This one is a downsell to this one. This is a great upsell. This
Speaker:is a great cross sell. Like, you know what I'm saying? Like, that's what. It's
Speaker:very strategic. It's not just about creating some random new offer that has
Speaker:nothing to do with anything, okay? It's about finding the gap and filling
Speaker:that. All right? So I'm going to end it there. I love you. I believe
Speaker:in you. If you need help creating your offer suite, I've got spots on my
Speaker:calendar for the vip days. Check it out, and I will talk to you soon.
Speaker:Bye.
