Constructing Your (Intangible Service) Package
Today, we’re going to delve into what packaging your service really demands. It may help if you keep “The Pure Powder Skiing Escape” from the 1/8/2013 post in mind as we do this.
Building Your Package . . . Steps 3 – 4 of 9
In this post, I’m going to explain Steps 3 and 4 of the 9 steps shared in part 3. With these insights, creating a ‘package’ for your service will become much much easier!
Step 3: IDENTIFY . . . Specific PAIN/s of Your Ideal Client
As important as it is to have an ULTIMATE benefit or goal in mind, in this step you drill down a bit more and get a lot more specific about what issues, frustrations, concerns, irritations, etc. your service package might address.
When you consider your Ideal Client (remember, “Harry”?) you’ll quickly realize that he or she may want a ‘big’ beneficial outcome from you but that may require achieving several smaller component goals. For example, a financial planner’s client may want to ‘retire with an income that supports a decent lifestyle’. But making that bigger goal possible may require more specific goals to happen. Such as:
• Having a guaranteed income in the event a client is unable to work
• Avoiding the catastrophic loss a long-term illness suggests
• Tax planning to legally reduce taxes and maximize income
• etc. etc.
Each of these ‘component’ goals suggest different ‘packages’ of applied expertise that, in total, contribute to producing the ultimate benefit a client desires — to retire with sufficient income to support a decent lifestyle.
Build a package for EACH specific outcome that a client wants from you.
Step 4: REFINE . . . Your BENEFIT for Specific Groups of Your Ideal Clients
In step 3 (above) you saw how an ‘ultimate’ benefit is actually made up of one or more ‘supporting’ benefits. But when you consider specifically WHO you’re seeking to attract with your package, you’ll begin to see how each group of clients wants to enjoy your ultimate benefit . . . in their own unique way.
Remember the “Pure Powder Skiing Escape”? That’s a specific package for a specific type of client — the corporate traveler who wants a ‘civilian’ holiday where skiing is the ‘main event’.
While the same level of amenities is still desired by the travel agency’s business traveler client, this package addresses how this same client wants to get away from it all on their vacation vs. a business trip. If you go back and review what this business-traveler-on-vacation package offers, you’ll see it’s specific in WHAT it does but is still mindful of WHO is going to get to enjoy it.
In this step, you want to consider your Ideal Client and the Ultimate Benefit they want but . . . choose a specific benefit that contributes to that ultimate benefit and build your package to provide that outcome or result for your client.
Every package is built to produce a specific benefit that contributes to and is supportive of the ultimate benefit a client is seeking from you and your problem-solving expertise.
Don’t want to wait? Download the full Special Report . . . NOW!