Monday kicked off the first part of my 5-part Facebook Live series, Scaling Your Business and Brand for 2017.
This series was inspired by my own journey to grow my consulting business so I can enjoy a healthy balance of time and profitability, as well as increased brand awareness in 2017 as I take on larger clients and more premium speaking engagements.
Throughout the next month and some change, I will be walking through 5 key parts of systematizing your business so it effectively runs itself and grants you the necessary space for creativity and idea generation.
These 5 topics include:
- Automating Lead Generation
- Putting structures in place to get paid easily
- Setting client expectations for an enjoyable relationship
- Managing the execution of work
- Finishing strong—setting clients up to be referral machines
Automating Lead Generation by Creating High-Value Packages—The Key to Scalability
This week’s topic is all about how to systematize your lead generation system.
To powerfully set up an automated lead generation system, you must first have packages in place to sell.
When you look at entrepreneurs who sell products online, whether it’s jewelry or educational courses, they have one key advantage over us service providers—they have something tangible for a person to buy which doesn’t require them to trade time for money. This structures their business to be more scalable compared to a service-based model.
When you’re a service provider, our natural tendency is to find custom solutions to each prospect’s specific need. We typically don’t structure our service offerings as products. Because we don’t structure our services as products, every opportunity thus dictates that we need to be involved to sell it.
This inherently sets you back because you must then trade time for money that you don’t even know you’re going to get.
The result is hours lost to qualifying and discovery calls without the reassurance that all this effort and time will yield a sale.
Using Package to Empower People to Buy from You vs. Being Sold by You
We all have heard that people love to buy but hate to be sold.
When you have standard packages for your services, you’re empowering the prospect to buy from you. When you don’t, and they need to hop on the phone with you, you’re already putting yourself in a position where you must sell to them. And yes, I get that the best sales people in the world don’t sell, we ask a bunch of great questions, but level with me here—wouldn’t it be better if the prospect had the ability to just buy from you based on predefined offerings? Better yet, that they were excited to do so?
Now, let me be clear here. I’m not saying that writing proposals and doing a thorough needs analysis is an activity you should skip over. In fact, it is necessary to ensure a mutually-beneficial relationship for both yourself and your client.
What I am saying is that you should have packages in place with outlined expectations and minimum price points that help prospects qualify themselves and get excited to work with you.
Doing this helps ready-to-buy leads flow in, because they can wrap their mind around all the value they are going to get from you. They can also picture what an engagement looks like and understand price points BEFORE they even talk to you.
Packages Serve as the Foundation for an Automated Marketing and Social Selling Strategy
Creating packages also serves as the basis for building a content marketing or digital strategy.
Without creating packages for your service offerings, you aren’t getting super specific about who’s the best fit for your service based on demonstrated needs and necessary budget.
If I use the example of my business, I was offering “marketing and branding consulting” services. But the needs of my solopreneur clients vs. the needs of larger corporations and the respective price points for those solutions vary drastically.
As a result, I was writing broad marketing blogs that could apply to everyone, instead of content reverse-engineered from my packages that spoke directly to the concerns and pain points of those people who are ideally positioned to buy into them.
Save yourself the time, and take out the mystery and confusion for your prospects by having packages and levels of service offerings for your business.
Once you map them out, you then can come up with content topics in the form of blog posts, videos, and checklists that speaks to the need of prospects who would buy that package, and then you have an actual landing page for them to come to and buy the package on their own accord.
How to Create High-Value Packages that Motivate People to Buy from You
Now, creating high-value packages that are designed to excite and motivate prospects to buy from you is an art.
It requires shifting what we see as assumed responsibilities and repackaging them as tremendous value add’s.
Don’t kid yourself, this isn’t about developing clever copy that “tricks” consumers. This is about being practical about the level of service you provide, and being very confident in explaining that.
You’ll understand which packages are most profitable, you’ll see how to map out all the deliverables of each package, and you’ll learn how to word them in a way that excites prospects and oozes value.
You can grab it here: https://ledonnebm.leadpages.co/how-to-create-high-value-packages/
This worksheet will only be available until Wednesday, December 14th, at 5pm.
After that, I’ll be taking it down and putting it in a portal for clients to log into so they can learn exactly how to scale their one-person or small business in 2017.
If you want to catch up on the live video, watch it here:
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Do you have tips for creating packages? Questions? Comment below and let me know!