Making your offers sell in a crowded market
I have spent the last few days in training, growth, and creation mode and a few things have stuck out to me- but one most specifically.
What does that mean? I’m not sure if you are like me, but not too long ago, I was trying to figure out what I wanted to focus on as an entrepreneur and where I wanted my business to go. I thought about it, and dove into it and wrote down this long list of things that I could do. Everything, I was capable of could get paid for that I could think of right that minute. When people asked me, what do you do? I would clumsily say, “well what do you need?” or “I do a ton of things” this lack of clarity made it hard for people to buy from me.
Did you know our brains are hard wired to conserve calories for our self-preservation? That means that we take in the simplest information and ignore everything else. As soon as I told people I did a ton of stuff but couldn’t articulate it, and made them must try to figure it out, they checked out. I am not sure just how many sales that cost me…
When I got customers, each was a random mix of tasks I do for each person, because – to be fair – I did tell them I could do it all. This lead me with a weird puzzle of customer care and scope of support and made hiring an assistant (and trying to explain to them what to do) damn near impossible. When your hands must be in everything it is impossible to grow to a huge company. You must simplify your processes to scale your business.
Here are a few key points to help you scale your business and have a more manageable workflow.
- Define what EXACTLY it is you do.
Now you may be able to do a ton of different things, but that is confusing to potential customers. Write down in the broadest sense what it is you do. (For me that would be marketing). Make sure for each of the service you offer you are able to teach them to a sixth grader to repeat what you do. This is the key to scaling your business.
Most people will tell you to pick just one thing and focus your attention on that, but I like to have one thing that has up sales and down sales along the Path to Purchase.
Here is an example. When someone asks, “what do you? “ I will say. “I offer a remote full-scale marketing department for your business. We focus on marketing so you can focus on delivering your product or service.” Now in the breakdown that might be:
When I am talking to a new potential customer, they may have a few of these things but not everything, and I am able to offer them any or all of these based on our conversation and what they need.
2. Have a laid out and written process for each service or product line in your business that you could outsource to someone else.
One of the greatest downfalls to any new business is the owner. We are so nervous that no one else can do what we do, that we don’t allow for anyone else to help us. You are only capable of so much. When you can teach and train other people to do the same work (or the lesser trivial tasks) then you make room for your business to grow and expand. You can send these small tasks to others on your team or outsource it and you can focus on the high-level tasks or services of your business.
- I will create a Facebook ad that funnels people into your social media or website (standalone)
- I create a lead-gen chatbot sequence that delivers your freebie and adds people to your email list and sets them up to book a call with you. (this is a standalone service I offer)
- I will create your lead magnet/eBook or offer for you (also a standalone offer)
- I will create a 4-page website with a calendar booking link for people to learn and buy from you (again, standalone offer)
- I will create 3 different 5 email nurture sequences for leads, current customers, and referral customers (standalone offer)
- I will manage and run your social media for 6 platforms (standalone also)
3. Make your offers and structure as simple as possible.
If I am using the marketing example, I gave you earlier, that is the easiest I can make that process. For others, your process might be even easier. For example, you may be some type of coach in the online spot. (Well right now most everyone is in the online space) It could be have a Facebook group with an offer to call, in the call you offer your coaching package.
For some of you, the whole offer may be automated with a deliverable good. Ad-Offer-Delivery-Follow Up. The point is, make it as simple as possible to build a team and deliver a consistent
Confusion stops consumers from buying from you. If they don’t know exactly what they are buying they will not buy from you. Not only that, but when you can’t articulate what you offer how will you ever market it?
One of the greatest goals you can have as an entrepreneur is to be replaceable in the day to day business. As you grow, make your products easy to deliver and understand for those you hire so that you able to bring on even more clients.
Some parting questions for thought:
What could you automate in your process?
What parts of your system could you delegate to others?
How could you streamline your offers?