By Michael Port (www.michaelport.com)
Generally, I suggest focusing on selling one product or service at a time. This is how you do it successfully:
- Choose which of the Book Yourself Solid 7 Core Self-Promotion Strategies you're going to use to create awareness for the service you offer and then execute them daily.
- When promoting yourself, instead of trying to sell, invite potential clients to your always-have-something-to-
invite-people-to offer so that you can begin to build trust and earn credibility. - Over time, make sales offers that are proportionate to the amount of trust that you've earned.
- Potential clients will raise their hands and ask to have the sales conversations with you. Using the 4-part Book Yourself Solid Simple Sales System, you'll have successful sales conversations and you'll book the business. (AKA: do the Book Yourself Solid happy dance.)
As your business develops, and your slate of product and service offerings grows, you can make multiple offers at the same time.
It's tricky, though, because, as psychologists will tell you, more is often less. Offer too many options and the buyer gets overwhelmed and, as a result, can't make a choice. So, how do you promote more than one thing at a time?
By segmenting your base of potential clients according to:
- Their needs.
- The amount of trust you've earned with them.
Of course, it's hard to know the exact need of every potential client (unless they tell you). And, it's also difficult to know exactly how much they trust you (even if they tell you).
To help segment potential clients by their needs make sure you set up multiple "lists" in your contact management database so that you can communicate with people based on their needs. You can also set up various lists or groups of potential buyers by how long they've been getting your marketing messages and how many times they've responded to your communication by clicking on links, sharing your messages, etc.
Make sure your offers serve different needs at different stages of your sales cycle.
To my mind, it doesn't make much sense to offer four products or services at the same price point with same delivery system and similar content to the same group of people.
Each subsequent offer should serve a different population of potential clients and also create an opportunity for people to move from one offer to another. For example, I offer four different group-coaching programs (and three of them are starting within weeks of each other!) Note the price points and the dates.
- Book Yourself Solid 2-Day Webinar ($99) (next one is months away so I don't have to worry about it yet)
- Book Yourself Solid 7-Week Get-It-Done Daily Marketing Accountability Program ($299) (starts Nov. 1. Early Bird Deadline is Oct. 22)
- 2-day workshops at my house for 8 people only ($1999) (Dec. 2-3 and Jan. 27-28)
- Book Yourself Solid Certified Coach Program ($4995) (Nov. 10-Dec. 3)
Each offer must to be compelling to different potential clients at different stages of the sales cycle.
The Book Yourself Solid 2-Day Webinar is compelling to new readers of Book Yourself Solid or first time clients. It helps that the price is super low and the time commitment is minimal.
The Book Yourself Solid 7-Week Get-It-Done Daily Marketing Accountability Program is compelling to people who believe in the Book Yourself Solid system and want daily accountability and focused attention to get their marketing done. Again, very low price-point.
The 2-day workshops at my house for a small group of only eight people is compelling to people who want more personal attention from me because in 2 days, at my house, I can design an entire business model for them. Price goes up but time commitment is minimal for big return on investment.
The Book Yourself Solid Certified Coach Program is obviously for people that feel a deep connection to the Book Yourself Solid system and want to start their own Booked Solid business or add Book Yourself Solid coaching to their current business. Price is higher than other offers but, I might add, still very low for a lifetime license to coach the Book Yourself Solid System.
If you make, or are planning to make, a number of offers at the same time, I suggest that you:
- Start a marketing calendar now and plan out the next 12-months of promotion for your various services. It'll take a little work up front but it'll be much easer (and more effective) down the road.
- Segment your potential clients according to their needs.
- Segment your potential clients according to the amount of trust you have earned.
Or, just keep it simple and make one great, scalable, profitable and remarkable offer.
Think big,
mp
P.S. I don't charge extra for typos. They're just my gift to you.
Questions? Call 877-279-5220 or email questions@michaelport.com.
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Twitter: @michaelport
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