By now, you probably know the lofty value of keeping repeat clients in your ecosystem. Your clients and purchasers become familiar with your style, they trust you, they’ve invested their time and money into you, and you each learn from each other.
Not to mention, keeping clients in your cycle is far more lucrative than constantly chasing new leads every month, which we can all agree is exhausting.
You want clients and customers who stick with you for LIFE, but how do you do that?
It starts with your offer suite.
Right now, your suite might be hurting you because all your offers could be competing against each other with similar solutions and deliverables. When that’s the case, more often than not, they’ll choose the cheapest option and then move on to the next entrepreneur who has a higher-level offer that supports their needs.
Here’s an example: say you have a course that helps entrepreneurs launch their first course, but you also offer a VIP day for launch strategy and you have 1:1 coaching to help them with their launch strategy.
More than likely, your ideal client will wait until they have the money to invest either in your VIP day or coaching package. They *might* purchase the course from you if they need immediate help or you’re booked out far in advance, but those course sales will likely be few and far between.
Instead of having an overlapping offer suite that communicates and solves the same problem in multiple ways, you want to clearly articulate your offers so that your clients naturally ascend up your suite and need all your offers at some point.
You could have a course on launching, a VIP day with done-for-you tech and funnel builds to support their launch, and 1:1 coaching to help them scale through evergreen and marketing strategies. This makes the ascension process natural, whereas competing offers are hurting you and your clients.
This is the key to keeping your clients in your realm and creating offers that support their entire customer journey as they advance in business.
Wondering how to get started with creating your offer suite that supports your client’s journey and keeps them coming back? Here’s how we recommend getting started:
Step 1: Customer Journey with YOU & your offers
Start by identifying the experience level of your audience:
Then, identify the areas you can help them by niche or focus, for example:
It’s also important to note that a lot of us carry a lot of expertise so you can have multiple people at multiple levels.
Step 2: What do they want, and how do they get it?
You need to gain clarity on what exactly they want at each level of their journey and how you’re able to help them achieve that. This is pulling in your core expertise combined with what they’re telling you they need at each stage of business.
Step 3: Put it all together in sentence form, and use these sentences to define Specialty Focus
Once you know who you’re targeting, what they want, and how you can help them get it. It’s time to put it into sentence form to define the Specialty Focuses of each other. There might be pieces that overlap which is normal, and you can see where else you could expand or combine offers.
Using the beginner sect as the example below. 👇
Hint: These SPECIALTY FOCUSES turn into your individual offers >> which turns into your offer suite. One that serves your audience at every point in their growth journey, and allows them to purchase everything from you along the way.
The goal of this exercise is to refine the perception of your specialties for your audience so they can CLEARLY understand and identify which offer is for them, no matter where they enter into your business (i.e. Instagram, evergreen funnel, ad, YouTube, Pinterest, etc.). This is how you create an offer suite that is straightforward and strategic because when prospects land on your site and don’t easily find what they need, they’ll b-line straight to your competitors.
Business Expansion Blueprint covers client lifecycle analysis with a comprehensive worksheet to determine your suite and how to best serve your clients. We cover the specialty focuses within your customer journey, the 4S’s of offer design, discussing is they’re missing knowledge, skills, or motivation — and what this all means for your business growth and offer suite.
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