I work with many entrepreneurs on something called an “offer ladder.” This is a variety of offers available for sale in your business for people at different levels of awareness about you and your brand. There are some very, very, very successful business owners who only offer 1 or 2 things for sale and are well known for that thing. For a lot of us in the first years of business, we need to have offers for sale that allow clients to buy at different levels of know, like, and trust about us.
Offer ladder : Know, Like, and Trust
To be honest, I hadn’t heard about the “know, like, and trust” factor in business until I took Entre Money Coach online. My business was heavily referral-based. There was a level of trust built in when I met with clients for the first time. Honestly, I still love building organically and getting clients by referral. The reality is that often that strategy isn’t really enough to grow the business as big as we want. It is important to relate to our audience at different levels as they get to know us.
What do I mean? I have worked with several entrepreneurs that had offers for their audiences starting at several thousand dollars. They did not have anything else aside from that. The offers they had also created had a commitment of 3-6 months. Not to mention the monthly payments that were the size of car payments. They did make a few sales here and there, but the issue was the client journey. It took too long to make the sale. It’s nice to see $3,000/$6,000 programs. But it’s challenging if you only do it every few months.
Offer LADDER : Price Points
Those price points and time commitments feel like a relationship, don’t they? So, one of the things we worked on together in our sessions was to create something at a lower price point and time commitment for their audience. This way, if someone wanted to work with my client, but not on a long-term basis, they now could. Some quick ideas can include a power hour session or a few hour session that solves a particular problem. Having this live offer to work with you for a few hours can be a great entry point for your audience to buy from you sooner.
I see some online service entrepreneurs create their lower-priced entry point with online courses, but I think having a live offer available so someone can learn about your approach and process can be beneficial. The first step to creating your offer is to define very clearly the problem you can solve in a short period of time. Can you help solve a sales problem or a copywriting issue on a sales page? How about creating a quarterly plan for something? A bonus to the quarterly offer is that you can have repeat business every three months if the client loves the result.
If you don’t have an entry-level offer for clients to get a “little bite” chance to work with you, consider creating one. As with everything else you do, the result is the key. Start from your audience’s most pressing problems and find the one that you can solve in a shorter live session.
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