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Building a Profitable Offer Suite: 5 Essential Steps

In this episode, I outlined the importance of having a well-structured offer suite and how it can cater to various stages of your client’s journey. From DIY options to one-on-one services and everything in between, we discussed how to strategically design offer suites that not only meet the clients where they’re at but also provide upsell, downsell, and cross-sell opportunities.

Key Takeaways:

  1. Definition of an Offer Suite: A suite of offers that serve different client needs and preferences at various stages.
  2. Types of Offer Suites: DIY, done with you, done for you, group programs, one-off projects, retainers, and more.
  3. Serving Different Stages: How offer suites can cater to clients at different points in their business journey.
  4. Upsell, Downsell, and Cross-Sell Opportunities: Creating paths for clients to stay engaged with your services.
  5. Creating Lifetime Value: Increasing the lifetime value of clients by having a clear next step.

Action Steps:

  1. Review Your Buyer Journey: Identify where you might be losing clients and look for gaps in your current offers.
  2. Determine Your Offer Preferences: Decide which types of offers you enjoy providing and which ones you don’t.
  3. Strategically Create or Revise Your Offer Suite: Develop offers that are interlinked and provide a clear path for clients to progress.
  4. Implement and Promote Your Offer Suite: Even if you have preferences, keep a variety of entry points to cater to different client needs.
  5. Focus on Client Needs: Determine what your clients frequently ask for or struggle with and tailor your offers to meet those needs.

Links and Mentions:

VIP Days: If you need help creating your offer suite, I have spots available for VIP days. Use this dedicated time to work on your offers, positioning, marketing, and sales.

Money Mondays: Join “Money Mondays” for just $9 a month. It’s a focused, co-working hour every Monday to help you commit to your money-making activities. Exclusive to podcast listeners and my email list.

Episode on Creating a Client Journey: Revisit our previous episode on creating a client journey for more insights on how to incorporate that into your offer suite design.

Keywords:

offer suites, client journey, DIY offer, done with me, done for you, group program, one-on-one consulting, VIP day, offer positioning, marketing, sales, upsells, downsells, cross sells, freelancing, lead nurturing, accountability, implementation, strategic planning

Transcript
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Hello, my friends. Happy Wednesday. Well, at

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least Wednesday is the day that this releases. I don't know what day you're listening,

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but Wednesdays are the day that it came out. So I'm going to say happy

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Wednesday. Today we're talking about offer suites. This

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is something that I work with many,

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many clients on and creating that offer

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suite and looking at what should your offer suite

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be? And so, first of all, an offer suite

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is basically just a suite of offers,

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right? Like, it's like a platter of different offers. And there's different ways that you

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can look at your offer suite. So typically, some of

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the most popular ones would be like,

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DIY. Done with me, done for me. DIY.

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A group program, one to one project versus

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retainer versus, you know, something like that. Like a one off

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project, a retainer project, or a repeat

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project. So, like, where they keep coming back on a project rate, something like that,

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you know, so the thing about it is, is obviously they're not all a good

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fit for you. And so that's part of what you need to think about when

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you're looking at creating an offer suite is what is

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my buyer journey, right? So remember going back to that

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episode on the creating a, a client journey,

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this. This plays a big role in it, all right? But offer

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suites, ideally are just complimentary

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services, products, services, and they are designed to,

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like, address different needs and preferences at a different time. Right?

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So if you have a diy done with you, done for

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you. So let's say you're a freelancer, you know,

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you could have a DIy option. Maybe it's templates,

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and then done with you is maybe templates plus help, you know,

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doing that. And so the client has some onus. They're having to actually do stuff,

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and maybe you're reviewing it and then done for you. Obviously, they would

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just buy your time and you would just do it for them.

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It could look like DIY group one to one, right? So that's kind

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of my offer suite right now is there's some DIY options,

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and then there's the group program, which is my mastermind, and then

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the one to one, which is either one to one

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consulting, or the VIP day, which if you're interested in a

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VIP day creating offer suites, hint, hint, wink,

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wink. That's really what the vip day is for, is to work

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on offers, positioning, marketing, sales, et cetera.

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But again, like, you see where they serve different people at different

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times, right? And also they're complimentary. So somebody may

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be in the group program, in mastermind and then need to

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add on one to one. Right, I have that. Or they wanna maybe do a

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more strategic deep dive and they add on a vip day. Or they

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start off in the DIY focused, visionary framework, they buy

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the DIY version and then they need a one on one. Or they go into

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the group mastermind. Right. And so they're complimentary, but at the end of the

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day, they serve people at different times. So they all, most of

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the time serve the same audience, but they're going to serve them at different

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places in their business. Right. And so they

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also allow for upsells and downsells. Right, upsell down

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south. So if you have, maybe you lead with your

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done for you offer and somebody says, oh, I'm sorry, that's out of my budget,

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that's okay, great. Now I also have it done with you, which would, you

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know, fit your budget a little bit more and would allow us to work together.

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Right. And so. Or the better part

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about offer suites is that it would be a next

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step. Right. So they come to you. So for me,

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my example is, you know, somebody may come to me for a

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one to one vip day and then I have a

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rapid fire retainer. Right. And so it's a next step. It's like, okay, we

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created this plan. You've got this new offer, you've got this new offer suite, you've

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got this new positioning, but we haven't tested it, we haven't implemented it, we

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haven't done anything. And as you do that, you're going to need some support. And

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so the retainer option is a great way for them to

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continue working with you, give you them that next step and keep them in your

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world, right, because you've already started the process with them. So

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if you are a designer or let's say a freelancer

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and you, let's say you do graphics with them, maybe

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you've done like a full brand package. You know, do you have a retainer option?

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That is graphic updates or web designers maintenance, you

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know, web updates, something like that. So, you know, there's so

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many different options for offer suites, but the whole

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point of them is that a, they meet people where they're at and they give

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people different options to work with you at different places and

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they create upsell down sell and cross sell offers, right.

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And so how you can do this

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and really strategically set this up is that you

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have all of these different entry points,

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right? So you've got to look at an offer suite from this

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perspective of like, how do people work with me again, going back

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to that buyer journey. What is the buyer journey? Do they

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want to come in through a workshop? Do they want to come in through a

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masterclass? Do they want to come in through a Diy option? Do

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they go straight for the done for you option and you don't really need that,

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right. Like, understanding and looking at your ideal client

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and also what you want to offer. If you hate doing a

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done with you version, right, then don't offer it. It's

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diy or done for you. I'm not going to step in the middle.

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Right. Like, you get to choose that, too. And so really

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looking at, like, what are the different entry points? And then

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how do each one of these cater to different individuals? How do they cater

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to different clients, different, um, leads? And

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at what point? Like, do they all work together? Right.

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Like, some people have offer suites that actually cater to a

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completely different audience. Right. The ideal client for each offer is

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different, or the stage of the client is different.

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So, like, if you have maybe

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a diY, or maybe your offer is like, kind of

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like a step one, it's like a prerequisite, right. And then maybe it's for people

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that are brand new or they're newer to whatever you're offering, and they have

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to go through this, and so then it moves them up. Right. And then you

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have this middle tier offer, which is for more advanced business owners. And then

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step three is more like

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scaling. Right? So you could look at your offer suite that way, too. If you

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want to serve people at each stage of business, you could look at and go,

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okay, what offer do I have for people that are newer? What one

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caters to the people that are, like, in this stage. And then what one caters

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to the people that are really scaling and ready to move forward. Right. So you

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could have your offers cater to all of the same audience, or they could

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be where they serve different audiences at different times. Okay.

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And then one of the other really, really important pieces to creating

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offer suites is that they create lifetime value.

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They increase the lifetime value of a client because

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there's a next step. Right. So many of

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you that I see and work with on a regular basis in the things

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that I hear in the masterminds and in the, the

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mastermind that I participate in, the one I host and facilitate,

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is like, you don't have a next step, right. People

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are coming to you, they want to keep working with you,

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and you just don't have a next step for them. And so

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you're losing clients. Right. And so you're on this very much

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this project base, or they're like a one time client, they may come back

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eventually, but they don't. And it's a lot of times because there isn't

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a way for them to continue to be in your world.

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And without that, you are going to lose them. Right. Like,

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that's just the reality of it. So, like, think about if you don't have

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this next step, the easiest way to do this is to really look at and

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ask yourself, like, while I was working with them, what

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is the one thing that they kept asking me for? What

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is the one thing that they always needed or how did I help them

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the most, right? So a lot of times for me, it's that simple.

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Accountability. People need and love the accountability. And

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they also need the ability to go, I don't know what to focus on.

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Right. Like, I have all these things, Michelle, on my plate, you know, I'm trying

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to do all these things, tell me what to focus on. Right. And

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so that's how I tailor my retainer

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package is it's one call to figure out what the

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focus is for the month, and then everything else is

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strictly implementation and accountability. Yes, there's those

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pop up little strategy things that happen or a client issue or a new

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opportunity or something like that, but primarily is implementation and

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accountability. Right. And keeping people focused and on track.

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So think about that. Like, what is it that people are struggling

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with? What are they asking you for all the time? What do they

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need from you? And then do you want to create that, you know?

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Or is it that they buy sessions from you, right. Or something

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like, like, whatever it is, is, like, what does that next

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step look like for your clients? And also in

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a way that you love to serve, which is one of the most

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important things, is do not create a retainer offer if you don't

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like to be. If you don't like having clients on retainer,

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don't create a done for you offer if you don't like having, you

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know, to do done for you. Don't create DIY offers if you hate

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selling them. Right? I mean, DIy things

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are not my favorite way to serve and sell. I have a couple on

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my website. I often don't

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promote them because I just like. I don't know.

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I like that. I like being able to serve my

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community. I like being able to answer questions. I thrive on

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community. And so the DIY, like, I love it for

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people, and I offer it because I know some people really prefer that.

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But it's not my go to, but I have it there. If

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people can't afford it or they're not

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ready to invest or they want to get a taste of what it's like to

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work with me. Right. So, again, like, it's not part of my active

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selling plan, but it's there because I.

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I see a need for it, and I see that people want it, and it's

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a great entry point. Right. So it allows for people

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to get a taste and have that entry level,

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um, exposure to

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me without committing to something larger.

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Right. So, again, it's not part of my big time marketing plan, but it's there.

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So, I mean, there's a lot of different ways

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that you could create an offer suite, but ideally, it's the

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three key takeaways here for you. And the things to take action on are

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looking at, like, what is your buyer journey and where are

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you losing them? Right. And if you're losing people,

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maybe in the beginning of the buyer journey, because your packages are too large

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and they're not ready to commit, then can you create something where they

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get, like, a taste? If you're losing people

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after a project and they're, like, a one and done, do you have

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a next step retainer or, like, something that will keep them on long term?

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If you're losing people because they

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prefer to do things themselves and you don't have a diy offer, do you want

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to create one? Right. So you've got to look at your buyer journey and really

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look at, like, where are you losing people? And where is, like,

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where's the gap? Or the hole in your offers to.

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And then looking at, do I want to fill this hole?

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Do I want to fill this gap, right. Or not? And then, if so,

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how. How do I want to fill the gap? How do I want to,

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Phil, you know, what is this next offer suite?

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Because there's money on the table. This is what I talk about all the time.

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The hidden money. Right? Like, there's hidden money in your business. I

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guarantee you, you there's somewhere in your client journey

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that you are losing people. That is a incredible

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opportunity for an upsell, a down sell, or a cross sell,

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right? But you just got to look at it. You got to really kind of

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just think about, like, where do I feel like I'm losing leads? Where

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do I feel like it drops off? Or where do I feel like I'm leaving

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them high and dry or hanging? Like, what's the next step? I want more from

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you, but I don't know what to do. You know, what does that look like.

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And then create the offer and start selling

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it. Start selling it. Like it's that simple. Like, hey, I know

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that we work together here. I have this new offer. I thought of you first.

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I just thought you'd be interested in it, right? Or, hey, I know we

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reached out. My other offer wasn't a good fit. I created this DIY version.

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I wanted to at least let you know. Right. Like, so you have, like,

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an immediate pipeline of people that probably already and waiting for this.

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They just don't know it, and you just haven't figured it out yet. So

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figure out where the gap is. Create that offer. Maybe you.

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Maybe you don't know what it is. Maybe you're at a point of capacity, too,

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and it's time to scale. You can't take on any more one to one

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clients. Or you did the group program and now

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you want to go back to one to one. Or you're at a group, you

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want to add on a group or a membership or something like that, and there's

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like another piece, you know, like even

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something simple and small. I saw a gap in where

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my clients need that dedicated co working time.

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They need that focused, committed time to their

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money making activities, which, by the way, if you haven't checked out

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money Mondays, it's $9 a month. $9 a month

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for unlimited. Like, every single week on Mondays, we meet for an

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hour and we bang it out. Like, it's

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just get the work, you know, get in, get out, get the work done, and

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then it's done for the week. And I'm not promoting that offer

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on socials at all. That offer is specific to

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podcast listeners in my email list. That's it. So I'll make

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sure the link is in the show notes. But, like, it was a gap. It's

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not a huge, obviously, it's not a huge money maker for me, but it's

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something I was already doing. I was already doing it,

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and people love it. They're getting results from it. I see

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a need for it. I could promote it on my socials, but it's just not

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part of my plan right now, you know? And so maybe it's an

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exclusive offer, you know, to me, that's what I want to keep.

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Money Mondays is like, it's exclusive. It's exclusive to you as

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a thank you. And if you have this gap and you're seeing this and, like,

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you want that co working space and you thrive on community as well,

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then come on in. Right? So it could be

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something small. It could be a big offer. But, like, the whole point

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is that you have this suite of offers to

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just give people options. It gives people

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options. And yes, I know there's some people that say, like, pick one

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offer and stick with it and get really good at it and sell it, and

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sell it, and sell it and sell it. But I know,

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at least for the people in my world and the ones that I deal with,

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myself included. And if most of my ideal clients and listeners are

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people just like me. Right? That gets so

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freaking boring, right? Most of us do not enjoy

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selling the exact same offer over and over and over and over and

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over and over and on washrooms. Repeat. Right? Like. And also, like,

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what's the evolution in that? You know, there's always something next. There's

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always another step. There's always something more. Yes, every offer

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needs to be sold. But that's why if you create it strategically as a

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suite, they lead to one another, right? They're not just three

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off the wall freaking offers that, like, don't go together.

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They're. They're a suite of offers that feed each

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other. That's the whole point, right? This one feeds to this

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one. This one is a downsell to this one. This is a great upsell. This

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is a great cross sell. Like, you know what I'm saying? Like, that's what. It's

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very strategic. It's not just about creating some random new offer that has

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nothing to do with anything, okay? It's about finding the gap and filling

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that. All right? So I'm going to end it there. I love you. I believe

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in you. If you need help creating your offer suite, I've got spots on my

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calendar for the vip days. Check it out, and I will talk to you soon.

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Bye.

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