There are 4 types of offers you can use to grow any business.
Before you dive into any of these offers, it’s important to get your foundations right. What do I mean by “foundations?” The foundations of a business include:
1- WHO. The “WHO” is your addressable market. The people you can help. It’s important to identify which part of the market is worth paying attention to. Not everyone you come across will be a good fit, and that’s perfectly fine. You want to maximize your impact, and you can only do that when you use your energy wisely.
Most sales teams I’ve come across do not have clarity on the “WHO” and because of that, they don’t know who to prioritize or follow up on. This is a real problem, because it means the possibility of winning great clients decreases significantly because they’re not allocating enough effort to the right people.
2- WHAT. The “WHAT” is the unique offer. As a business you need to understand what makes you different. What your strong points are, and how you communicate that to your market. This is important because you’re competing with 1000s of other experts who can do the same thing you do.
Here’s the thing with experts you are competing with, especially if you do not differentiate yourself:
Your competitors are willing to drop their price much lower than you’re willing to go, to win clients.”
This is not a battle you want to be in — it’s a race to the absolute bottom. And you typically attract the worst possible clients when you compete on “cheapest.”
The great thing is that, if you can slightly differentiate yourself, you have the potential to win great clients who are more concerned about doing things right versus doing things for the cheapest possible price. Your goal is to figure out who those high value clients are.
Great, now that we have some basics down, let’s get into the different types of offers:
Lead generation offer
The first is a lead generation offer. The lead generation offer is something that is usually low risk.
The lead generation offer typically has two pathways. Direct and indirect. Indirect offers are usually something free relating to education and learning something new. So something that is content-based like an online workshop, or even a free video training on a certain topic.
The point here is that it’s easy to say yes to because your market wants to learn about it.
A direct offer relates more to an environment where a sale might take place. For example, it could be a discovery or sales call. So it’s clear as to why people are interacting with your company. Your sales team has framed the conversation in the right way.
Remember: An offer is an invitation. When you have the right components at play, people will be more open to consider your invitation. I’ve spoken about these “components” in detail on my Podcast. Make sure you check that out.
Core product offer
The core product offer is where your leads initially give you money. These are typically priced low-ticket to get your prospects to make the jump and become a paying client. They are positioned as low risk, high reward.
Premium value offer
A premium value offer is your high-ticket offer — your revenue driver. Premium value is what your clients receive, high ticket is what you receive as a business.
This is where you can truly go all out on creating experiences that really showcase your expertise and the “goods” you’ve got. If you sell online training or an education product, these could typically be a 3 month engagement all the way up to 12 months.
The point is to over deliver and create a great value-driven experience.
Recurring offer
A recurring offer is an offer that bills your clients monthly — something recurring month in and month out. You’ve given them a strong reason why they should stay with you and work with you every month for the foreseeable future.
An example of a recurring offer could be:
- Monthly membership to consulting / training
- Monthly access to a private online group
- Monthly access to an event where a group of people gather and share learning lessons (like a mastermind)
- Monthly newsletters
So as you can see, there needs to be a strong enough reason why these people will give you money every month. Of course, the better the experience, the longer people will stay on the offer.
The Goal Now
The goal now is to get traffic into these offers, typically from the top down.
The term “Traffic” means the right people are taking actions that you’re asking them to take. (Clicking a button, messaging you, engaging with you etc)
So initially, you’d fill things from the top down:
Lead generation > Core Product Offer > Premium Value Offer > Recurring Offer
Starting from a lead generation offer, you start to fill out the rest.
The point here is that you don’t need fancy websites, you don’t need a podcast with 100 episodes, you don’t need to create a newsletter, what you do need is people taking actions that you ask them to take i.e.,: producing traffic.
Without traffic, your podcasts have no listeners, your newsletters have no subscriptions etc.
Hope this was helpful. Stay tuned for more on this.
— Justin