When our clients go to craft offers for their own clients, they often bounce back and forth between short, inexpensive offers they think their clients will buy easily, versus longer, more in-depth offers that they know their clients really need.
Sound familiar? You know, it’s the single session versus six months of in-depth work. It’s the easy 3-part class, as opposed to the in-depth intensive.
There are two sides to this struggle.
The cheaper side struggle:
The cheaper option isn’t as satisfying for them to deliver, it doesn’t get the results needed, and it also doesn’t sustain the business financially because of the low price and high number that need to be sold to make significant revenue.
But, isn’t a paying client better than none at all?
The more in-depth side struggle:
The more in-depth option is way more expensive, and it’s easy to wonder if anyone will actually buy it. How do you sell it, and will people actually stick around to see it through?
But, is it worth it to even be in business if you can’t do the work you’re really here to do?
It’s not an easy choice, because both have valid concerns, so the answer isn’t obvious.
The answer is actually both/and. Plus honesty.
I often say that most problems in business can be solved with honesty, so let’s start there. In this case, there are two things to be honest about.
The first is that it’s absolutely legitimate for a client to be nervous, concerned, apprehensive about taking on long-term work with you if they haven’t before.
The second is that if your client is a rational adult, they know already, or suspect, that quick-fix options won’t really work. They get that the in-depth work is what’s needed.
Let yourself embrace both of these truths, and let them settle in your heart.
Now, the both/and answer.
Craft both offers, the short and easy one, and the longer, more in-depth offer. But I want you to hold them as fundamentally different, which they are.
The longer offer is probably more clear in your heart, because it’s the work you know. You already have clarity on what they need, what it really takes, and writing down that offer is really just leaning into your knowledge and experience.
If you’re newer and you don’t have as much certainty, lean into whatever certainty you do have. Your offer may not be as long and in-depth as it might be after five or ten years of experience and mastery, but I bet you know what is involved that will give you some reasonable confidence that you can help your client.
Now, the shorter, easier offer is what will require a shift.
The shorter offer is mostly about assessment, not treatment.
Notice I said, “mostly.” Of course you do want to get them some help, some support.
However, I want you to hold the fundamental understanding that it’s primarily an assessment, helping you, and them, to understand the lay of the land, what’s going on, what they want, what you think is possible. And, most importantly, explaining your insights as to what it will take to get them there and why.
It’s also about creating connection and trust. It’s helping them experience being in your container of care as a practitioner, whatever you do.
In a caring, in-depth assessment session, your client can feel witnessed, can feel cared-for, can gain great understanding about what’s going on and what you think will help. And thus will be much more likely to step into a longer term commitment to get the real work done.
with love,
Mark
Three left: In-depth, hands-on business assessment
I mentioned on Friday that something I do that I haven’t made very visible is the in-depth, hands-on business assessment. And, immediately two were snapped up. But, there are still three left (at least as of this writing).
I do really love assessments, and It’s something I’m particularly good at. I love diving into the details of someone’s business, looking at everything, and then helping pinpoint what priorities to focus on to make the next year amazing.
How it works:
An assessment costs $600, and involves sending me all the details about your business. I have a list of things I ask for. I review everything, at least twice, ponder it, sit in my heart about it. Then we have a session where I ask even more questions, you ask me questions, we talk.
In the course of it all I lay out exactly what I think is going on, and where I believe your priorities should be based on your own goals and desires.
These are so much fun to do. Often there’s laughter, and ease and relief.
Sometimes this leads to more in-depth work with me. Sometimes the assessment is enough.
If you want one of the last three that i can fit in between now and mid-December, reply to this email and tell me a little about your business.
with love,
Mark Silver, M.Div.
Heart of Business, Inc.
Every act of business can be an act of love.
