BRX Pro Tip: Unbundling Your Brand
Stone Payton: And we’re back with Business RadioX Pro Tips, Stone Payton and Lee Kantor here with you. Lee, you have some thoughts on unbundling your brand.
Lee Kantor: Yeah, I think a lot of times what happens in professional services or business coaching specifically is you just have a bunch of stuff that you offer your clients and you’re throwing a bunch of services and offers into that. And something to think about is to unbundle all the different services and products that you’re selling and see if it’s possible to kind of make micro offers for some of these services that you’ve just kind of lumped into one big thing.
Lee Kantor: So, for example, like say you’re a coach, and one of the things when you’re working with a new client is you do maybe an assessment or some sort of an audit or something like that, but that’s just built into your process. Is it possible to just pull out that one thing and make a micro offer for that thing, and try to sell that as a standalone thing as a way to kind of ease somebody into a relationship with you?
Lee Kantor: For SaaS companies that maybe they feature specific subscriptions or custom integrations, or single use data reports, or even onboarding workshops, like for a coach or consultant, we talked about assessments, but maybe there’s like a hot seat session or a quick workshop or an accountability check-in. If you can pull out kind of one thing that’s important to your clients that they’re going to get value, like overwhelming large amount of value from this one thing, this can lower the barrier for first time buyers. You know, it’s less risk, less commitment, and it gives you rapid feedback on what the market values most.
Lee Kantor: So, this can fuel customer trust, it can pave the way for higher ticket conversions down the road. And this enables that kind of low cost fast experimentation that we talked about previously in previous tips when you’re kind of trying to break into a new area or kind of explore a new segment.
Lee Kantor: So, by systematically breaking down your big offerings into focused micro offers, you might make your brand kind of irresistibly accessible, you could gather market intelligence quickly and create a steady stream of new buyers and new advocates before they purchase kind of the big thing that you’re selling.
