The last few weeks I’ve been writing a lot about that twenty to fifty minute conversation you have with prospective clients, sometimes called the “sales conversation.” For such a shortish conversation, there’s a lot that goes into it and lot that comes out of it.
It carries all of our hopes and fears as business owners. Whether you get paid or not. Whether you maintain your integrity or collapse and give it all away. It takes a certain depth and clarity to carry out these conversations successfully.
But, even when you put all of your heart and creativity into the conversation, it may still not work out because of one thing. You may not even make it to the conversation because of this one thing.
What In The Heck Are You Selling?
One of the three major preparations for the sales conversation involves crafting an offer that actually sells. It makes such a huge difference to be offering your service or product packaged in a way that someone actually wants.
Don’t misconstrue what I mean by “packaged.” I don’t mean glitzy false promises on the exterior, and lots of high-pressure marketing. In fact, I’m not talking about marketing at all. I mean what is it you are actually selling.
Without thinking about this ahead of time, your offer will look a lot more like a roadblock than anything beneficial. That’s right, your precious thing that you do will look like the thing your potential client wants least.
Road Block Offers
Everyone is trying to get somewhere; it’s rare if not a complete myth to find someone who does something without any destination in mind. Even meditation or spiritual practice, perhaps especially spiritual practice, is done with some kind of outcome or destination in mind.
Since I’m sitting here in Portland, Oregon, let’s call that destination Salem, just for fun. Salem, Oregon is the state capital and about two hours south. Usually it’s a pretty clear shot down Interstate 5 to get there.
Sometimes, though, there’s traffic. Or an accident. Or road construction. Whatever it is, it’s much harder to get to Salem than might be expected. This is what’s happening to your client. They are trying to get somewhere, they pretty much know where they want to go, and yet they’ve run into an unforeseen problem that’s keeping them from it.
If you’ve ever sat in traffic while emergency crews took hours to clear a wreck, or been diverted two hours out of your way because of road construction, then you can begin to understand the frustration your clients are feeling.
Here’s the thing: it’s critical that your offer look like the road to Salem. Your potential clients need to look at your offer and say to themselves, “Oh, that’s how I can get around this traffic mess and get where I need to go.”
Now let’s look at it from the client’s perspective. “I’m trying to get to Salem, and I’ve been stuck for years. Really frustrated that I seem to always get stuck in Boring, Oregon instead.”
“Oh well, then,” say you to them. “You should come in and get a session. And then after that session, maybe another session. After that second session? Maybe we’ll do a third session.”
You may know that your work gets them out of Boring and on their way to Salem. You may secretly understand that they don’t even want to stick around in Salem that long, because it will be much more fun to go all the way to Ashland. However, “sessions,” especially doled out one at a time with no particular plan ever communicated to the client, don’t sound anything like Salem.
If it doesn’t look like Salem, they’ll put you off. Even if it sounds good, they’ll come around… after they get to Salem. On their own.
Craft Your Offer to Look Like Salem
Now is the time to think through: where are your clients trying to get to? What will it take to get them there, for the most part? Put together your products and services into a package, and call it “the Road to Salem” and not a “session.”
Two things are probably springing to your mind, so let me speak to them briefly.
First, obviously, when doing any kind of transformational work it’s really hard to promise any particular destination. However, if you have some experience with clients, you can still make a good guess. Maybe you can say with confidence that five sessions will get them on their way to Salem, just because of past experience with other clients.
When I started out I put together a three month package for working with clients. Then I noticed something. The clients who continued after three months, nearly all of them had a big shift between month three and month four. Hallelujah! Time to change the package from three months to four months, and so nearly all of my clients got that big shift.
My point is, it’s okay if it’s a bit of a guessing game that you correct later.
Second, it may take more than just “sessions” to get them there. So get creative about what else they might need from you to arrive in Salem. Recorded meditations? Incense and candles? A workbook? Include it in the “Road to Salem” package.
Once your products and services are packaged to get your clients where they want to go, I’m betting you’ll find the sales conversations going much more easily.
What have you discovered about this process? Do you package your products or services? Share your wisdom!
Tell me about it below in the comments.
10 Responses
Hi Mark – it’s been a while since I’ve been to your blog and I thought this was so timely! In the last year I’ve done exactly this with my PR consulting clients – put together packages where people see the roadmap to their destination and it has made a huge difference in the sales conversations and conversions. Having everything packaged also ensures we are clear on the path we are taking together every step of the way. I’ve also observed that “month 4” phenomenon as a tipping point for our clients to get momentum. Interesting and very valuable post, thanks for sharing.
Elena
Hi Elena- great to see you here! So interesting that the month four phenom also shows up with your clients- I wasn’t thinking of it as universal, but maybe it is…
I love it, Mark. I’ve heard about packages being a good idea before, and I’ve been reading your articles about roadblocks, but somehow, this particular article really made it *click* for me.
I’ve got a new focus, healing for Good Girls (www.healingforgoodgirls.com), and I’m currently trying to figure out what the packages could/should be.
I have a conflict sometimes with packages, because my work seems so individualized. Although, I see how it could get easier to determine a package because now I finally know who I’m talking to.
Could you say a little about the difference between a program and a package?
I think I get stuck there. I know I definitely don’t like the idea of developing a program…like a set of exercises and such that everyone walks through at the same pace. (Especially since Good Girls already struggle with shame at not meeting expectations, and so healing for them requires a lot of permission to go at their pace.)
But what does a package describe besides a number of sessions (and candles and a book, if they’re thrown in)? I guess I get lost in thinking a package must, in some way, be describing a program.
Hi Rachel- glad it clicked for you, since it’s such a big thing. I think you are making distinctions between “program” and “package” that don’t really exist- meaning there aren’t hard-and-fast definitions of either for the industry- people use the language to mean different things at different times.
For you it would simply mean not selling one-off sessions. Telling your “Good Girls” that since they need to move at their own pace, it would be good to have “x” number of months as a minimum. As far as what else goes in- get creative. Our Crafting Your Offer bonus with the seminar helps you dig into that in an organized fashion- but what do they need to arrive at their destination?
Thanks for that, Mark. It’s helpful for me to hear that packages and programs aren’t that distinct. I get tripped up by word specificity sometimes.
I think I’m still learning what they need to arrive. Part of that will come as I work with more Good Girls who are self-identified. In my head, I keep hearing my hubby say, “sell it, then build it.”
I love that there’s a place called “Boring” – I clicked through and it looks pretty cool 🙂
This is one of the biggest pieces I’ve learnt from you (and your partner in HoB crime, Jason) and I now no longer offer one-off coaching sessions. The main two options for women who want my support are both 6 months – a 1-1 programme and a small group programme.
I was fearful at first that I was going to be turning loads of people away, and people wouldn’t want the 6-month commitment. Completely the opposite has been true. It’s actually proved easier to take people to saying “yes” to the 6-month support BECAUSE it feels solid, strong, thought-through.
And it’s made a huge difference to my own sense of solidity, digging deep with clients, and being able to make realistic financial projections for my income.
So as ever, you’re a super-star – thanks again
Corrina
Corrina- Yes, I couldn’t resist including a link to Boring- and I know that one thing has made a huge difference in your business- you’ve put it into effect with such clarity and power- love how you’re rockin’ it!
Hi Mark
Great and timely post. I like the idea of helping people see the road to Salem. My question is about the example you gave where you started offering a package of three then four months. If someone hasn’t used your service before (which is the case with my prospects and when asking them for research they said they didn’t know if my service was the answer for them) how would they be willing to take an even bigger risk (my assumption) and sign up for a longer period of time? Did you have a trial session or low risk “taste” to offer them first? Could you give more info around this please?
Thanks Mark! This really hit the mark for me. It also made me giggle because I’m working on a little product/project right now who’s working title is “Road to Home”.
Lovely timing.
Thanks for all you do.
CJ
You just opened my eyes to a few things. I’m not just selling a home pressure washing, I’m making their home more attractive, safer(by removing mold and mildew) and I’m selling the satisfaction they’ll have when they’re out enjoying the work I did for them.