Most coaches, consultants, or service providers have it all backward.
Does this sound familiar?
You spend tens of thousands of dollars on a marketing funnel agency.
You consult together on your webinar.
You look over and practices your slides.
You record your webinar.
After a couple months, you finally have your funnel ready to test.
You pay 2k+ for a paid media person to run your traffic.
You spend another $5,000 on ads.
Applications start rolling in.
You are excited.
This is what you’ve always wanted.
A marketing system that brings you, clients, 24/7.
Then it happens.
Prospects saying things like…
“Let me think about it.”
“I need to speak with my partner.”
“The price is a bit more than we were thinking of paying.”
Part of this is solved with a better pre-call process. Something I wrote about here.
But that’s not the main reason.
So what is?
It’s not the funnel.
It’s not the ads.
It’s not your webinar.
Without a doubt, the high-end sale is won or lost because of your offer and how you talk about it during your sales conversation.
If your offer sucks. No amount of marketing is going to help you succeed.
This article is not sexy. It’s not flashy.
But this may be the most important article you ever read and STUDY.
These are THE core components for optimizing your high-end offer.
Below I’m going to take you through the step-by-step process, I take my clients through when creating their high-end offers.
Let’s dive into the five steps now.
1. Activate to Your Tribe
We all like to think “I already know what my best clients want.” While this may be true, smart coaches, consultants, or service providers know it’s always a good exercise to speak with their best clients often. Talking with them on the phone. Sending out surveys to gather insights. Time spent here pays off in orders of magnitude later.
Here are the activities I have my clients go through to start optimizing their high-end offer.
Speaking to your past buyers, non-buyers, and/or a pool of your ideal prospects is always a good exercise to conduct. You continue to stay in sync with their biggest challenges, desires, and dreams. I recommend you make a list of at least five people and get them on the phone.
Some common questions:
- What is your biggest challenge with [Your Subject]?
- Why is [challenge] important for you to solve?
- How are you dealing with [Challenge] now?
- What else have you tried in the past?
Biggest Challenge Survey
This one I got from Ryan Levesque’s ASK Method. This survey asks the foundational, single most important question, “What is your single biggest challenge with [Your Subject]?”
Sending this to your list with a link to a survey will help you reveal what problems they are looking to resolve. Make sure to look for the responses with the most depth (largest amount of writing). Note the words they use. Create a swipe file of common phrases, particularly around their struggles and desires.
Two Questions Survey
A few days later, I have my clients send what I call the Two Questions Survey. In this email, we literally ask the question,”what are two things I HAVE to HAVE in my program or service?”
Sending out these emails and/or posting a version of them on social media serves a few purposes.
- It lets your tribe know something new is coming.
- It gets them involved in the process which makes it more likely they will buy.
- It helps you build a hot leads list of your most responsive audience members.
2. Your Perfect WHO
Everything starts with the WHO. In fact, the WHO will direct the WHAT and the HOW which we’ll talk about later.
Use the language you gathered from activating your tribe to answer some of the questions below.
Here is a list of items you will want to answer. Many of these were inspired by Todd Brown’s E5 Masterclass.
- Demographics (Age, Gender, Location)
- How aware are they?
- Not Aware of Their Problem- They’re not even aware they have a problem.
- Aware of Their Problem- They’re aware of their problem and have a desire to solve it but don’t know what the solution is.
- Solution-Aware- They’re aware of your type of program or service and that it can help them. They just aren’t aware of you.
- You Aware- They’re aware of your solution and they’re also aware of who you are.
Also, answer these:
- What Are Their WANTS and DESIRES?
- What Types of EMOTIONS/FEELINGS Do They Experience?
- What Common BELIEFS Do They Hold?
- What Do They WANT TO ACHIEVE?
- How Do They WANT TO FEEL Inside?
- What Do They WANT TO BECOME?
- What Do They WANT TO DO In Their Life?
- What Do They WANT TO AVOID Going Through?
3. Your IP Roadmap
Your IP (Intellectual Property) Roadmap is YOUR unique process for guiding your clients from point A (where they are stuck) to point B (where they get the promised benefit). Your IP Roadmap is the centerpiece of your entire business.
Your IP Roadmap can be used if you are structuring a one-on-one coaching program, a group coaching program, a service, or even an online course. For a course, your weeks would simply be modules.
Here is a basic outline you can use for Your IP Roadmap…
Week 1: [Main Topic for That Week]
- [List subtopics in the order that they will be covered]
- Subtopic #2
- Subtopic #3
- Subtopic #4
- Subtopic #5
Program Title (Your Hook):
Here is a template you can use to craft the tagline for your program.
[X Step] Blueprint/System to [Big Benefit] in [X amount of time].
Example: The 5-Step System to Creating 6-figures in 6 Months.
Example: The 3-Step Blueprint to Losing 10 Pound or More in Just 8 Weeks.
Again, if you are creating a course, the weeks can be modules. Your subtopics are the specific steps with each week or module.
My favorite format for creating a module/week is as follows:
- Why- Intro the topic and why it’s important
- What- What they are going to learn
- How- Teach them how
- Now- Recap and tell them what to do now
If you’re a service provider you can optimize your service process by laying it out in a series of steps in the same manner. This will be the basis of your SOPs (standard operating procedures). You can even load the framework inside of Basecamp or some other project management software.
4. Your Perfect Offer
There isn’t a more important component to your business success than crafting a high converting offer that your perfect clients salivate over.
Always remember this: people buy your offer, not your product. No your offer and your product are not the same things.
Your offer contains your messaging, your value proposition and your pricing. This is what people are buying from you. The result at a specific price.
Below is a list of Perfect Offer components I help clients gain clarity on…
Deliverables (What they get):
What are the biggest benefits your perfect client is getting from you offer? List three.
Framework (The exact steps you take your perfect client through):
We covered this above. This is your step-by-step system for getting them the benefits promised.
Logical Benefit (What the product does for the prospects):
What objective benefits are delivered?
Examples: 50% more revenue OR 15 lbs lost in 90 days OR a 200% increase in confidence with women (if you’re in a soft niche, use a 0-10 scale for objectivity (going from a 2/10 to 6/10 in 90 days equals a 200% increase).
Emotional Benefits (Feeling of the Benefit):
What feelings are instilled in them?
For example, confident and knowledgeable about their retirement. Security about the future of their business. The joy of finding their soulmate.
Prices and Terms (Payment Plan):
“The INVESTMENT is $3,500/month or $9,000 in paid in full.”
I like to use the term INVESTMENT over COST. I also use the monthly amount first to lower the perceived cost of working together.
Price Trivialization: “Price of a cup a coffee a day”
“With only two clients you will have paid for the program plus have a system you can use indefinitely.”
Try to frame the price in number of clients they need to pay for it or get a strong return. If you are in a customer niche, you can compare your pricing to something they understand. You can also compare it to something much larger in cost.
Risk Reversal (financial loss, loss of time, loss of face, the risk of disappointment)
While not all high-end offers make sense to have a guarantee, it’s still a good idea to have some kind of risk reversal in place.
When it comes to crafting a guarantee I look to Perry Marshall’s Power Guarantee.
Here is his model:
IF you are [customer meets qualification] and IF you do [customer’s part of the deal] then with my help THEN you will achieve [result] OR [consequence to me, the vendor].
IF you go through the Facebook Ads Bootcamp and IF you implement what you learn THEN you will achieve a 50% increase in ROAS for your next offer OR your money back.
You can see the use of what I like to call “IF qualifiers.”
This allows you to have some leeway in who qualifies for the guarantee. If they do nothing, the guarantee doesn’t apply.
Make sure the performance aspects of your guarantee make sense and are doable.
Personally, I find that clients who ask about guarantees are not the best clients. I have spent well over $150,000 on coaches, classes, courses, and events. I have NEVER asked for a refund or about any guarantees.
Bonuses (templates, videos, programs):
What can you add to your core offer? Maybe a VIP ½ day. Maybe all your video courses or your software.
Urgency (Deadline to Respond):
For high-end offers, I drive all leads to a phone call. Some are ready to buy on the spot. Some will be a two call decision. You obviously need to have them make a decision quickly so deadlines and control of the process are key.
The job of the pre-call process is to screen the prospect to make sure they are ready when they get to you. If they need some extra time, make sure to set the next appointment on the phone before getting off. Ideally, the next appointment would be within 72 hours or less.
Social Proof Elements (Case Studies, Client Success Stories):
Gather all the Facebook comment screenshots, video testimonials, text/image testimonials, media badges, podcast interviews, and recorded speeches that you have done.
Without a doubt, pre-framing your prospects with authority building content will remove one of the biggest objections people have to work with you. “Do I Trust Them?”
List of Objections and How You Will Overcome Them:
- “No time”- This one has to do with lack of prioritization. Either your offer is not a priority for them or you have not shown them why it is.
- “Costs too much”- Usually this results from them not seeing the value of what you are offering.
- “I need to think about it.”- They are either not interested or they are interested but not sure. Find out why. Is it not good a fit? Is it the cost?
- “I need to speak with my partner.”- This one should be overcome before the call. On my application, I ask them if you are the financial decision maker for their company.
During the pre-call process I like to have an application as well as a pre-call email confirming that they are looking to get started now, they can afford a certain range of services, and they are a financial decision maker for their company.
5. Your Sell Sheet
Your Sell Sheet is like a sales page but on a simple Google Document.
Think of it as your offer language center where you write out the main pieces to your offer story.
You will use this copy for your email messages you send to your list, your social media posts, or simply as a document you can send to prospects who want to know more details.
Your Sell Sheet has the typical flow of a sales letter.
- Social Proof
- How The Program Works
- The End Result Your Ideal Client Should Expect
- Who This Offer is For
- Who it is Not For
- Why They Should Work with You
- Why They Should Enroll Now
- Addresses Objections to Enrolling
- What To Do Right Now (CTA)
90-Day Profit Sprint
At this point, we are ready to go sell your optimized offer to your existing audience. I recommend you focus on getting this offer in front of as many people as you can. Go on a 90-Day Profit Sprint.
Generate leads, book calls, and make sales.
If all this seems overwhelming, it’s because it is. These foundational pieces are the most important aspect of creating a profitable coaching, consulting, or service business. Get them wrong and none of your funnels or ads are going to do anything. Period.
Creating a high-end offer is one of my biggest superpowers. If you would like to discuss installing this kind of offer in your business or improve your current high-end offer process, click here to book a time on my calendar. Make sure to fill out the application after you book so we can make sure you are a good fit.