Take a look at your services and think about what you're selling. If you're like many small business owners I meet, you may say that you're selling coaching or whatever your service may be. However, take a closer look. Better still; ask a different question altogether...
What Are They Buying?
Are your current clients really buying your service? At a first glance, this may appear to be true... to you at least. However, from the clients' perspective, they're not really buying your service at all. They are in fact buying a benefit, a solution to their current challenge. If this is what they're buying, then isn't this what you should be selling?
For example, if you were a relationship coach and a client has engaged your services to improve their relationship situation, then they're really buying the possibility of improved relationships rather than the process of the coaching or the service you deliver. Some clients wouldn't even bat an eyelid if you used crystals rather than your service to help them improve their situation - as long as they get their RESULTS.
So the question is... What benefits are your clients and customers really buying from you?
If They're Not Buying
If people aren't buying into your services then you need to take a serious look at what you're selling and consider changing it. And I don't mean for a moment that you should give up and change profession completely. I mean change the way that you present your services to your prospective clients and customers. Think about the real benefits that clients get from working with you and create a package around these.
Package to The Rescue!
You are most probably familiar with the idea of packaging used in the context of a product. A package for a product typically gives you an impression of what you're buying and provides more details of what's inside. Use this principle to package your services and make them more tangible.
One of the best investments of your marketing time is to package all of your services so that people are clear about what exactly it is that you offer and how specifically it can benefit them. This makes your services more tangible so that people can see the advantages of working with you.
For example, I've recently developed a service package called the Bronze Conscious Marketing Mastermind program. This package, although free, gives people a taster of the type of marketing and coaching services I deliver. I provide details on what my prospective clients can expect to receive when they enrol. Another example is my Practice Accelerator Program that gives extensive and clearly defined details on how that program will benefit them.
Create Your Package
Here's a simple process you can use to begin to package your services: -
1. Identify a key benefit that you deliver to a specific type of client.
2. Create a name for the package. Ideally, the name you choose will point to the main benefit of the package.
3. Determine the key steps that you go through to help the client to achieve the benefit.
4. Describe your service package in detail and in language that is easily understood by your target audience.
Market The Package, Not Your Service
Now that you have taken the time to package you services, have this at the centre of your marketing efforts. Marketing your package, not your service!
