How to Package Consulting Services

hey it's alzae calhoun with coveted consultant welcome to video number three where we cover how to design a great consulting offer where have we come so far in the series well in video number one we covered the opportunity we showed ourselves that there are a lot of small business owners thousands hundreds of thousands if not millions we showed ourselves that they buy legitimate services and where to go to put yourself in front of those opportunities that was video number one in video number two we covered the experts error this fundamental assumption that we make as consultants we think that we have to explain our services we think that explaining equals selling the more that we explain the better chance we have of closing business but we showed ourselves in video number two that our ex that our client our small business client is less interested in long explanations they are busy with very tight schedules and they're looking to solve specific business problems and so video number two showed us that we have to flip our attitude if we're ever going to sell more effectively to our ceo level clients that puts us here in this video talking about how to create a great consulting offer because the truth is selling isn't just a matter of what you say the offer itself needs to be easy to understand and easy to buy so this video covers how to create an offering that will sell itself number one he cannot buy what he does not understand complicated offers require complicated explanations hustling in order to sell them your job is to come up with an offering that requires the least amount of explanations number two the longer the conversation the lower the chance of converting a sale when you go into hustler mode and you start educating informing teaching and explaining it extends the conversation it introduces more confusion be a doctor listen to their situation understand the problem facing them confirm what you've heard and offer a solution number three you will be judged by the outcome you create not by the knowledge you share your offering must deliver a desirable outcome you can know teach explain all you want but remember your final metric is did you solve my problem or not now i keep using this term offer over and over again and for most of us it just simply means the services that you deliver or the things that you provide but it's really more dynamic than that so let's give the term offer a concrete definition right now an offer is a solution delivered at maximum speed with minimum risk let's explain that shall we so let's assume that you're traveling let's say that you're currently in los angeles california and you want to travel to new york new york okay now what are your options to get here basically there are three you can choose to walk you can choose to drive or you can choose to fly now let's measure this against our core criteria can you walk from l.a to new york is that a solution yes you can walk from la to new york is it fast not really it's gonna take you weeks if not months to make that walk what's the risk profile is it risky yeah there are a lot of things that can happen to you on the road if you were walking by yourselves from la to new york so this is not the best option not the best offer so let's consider the driving option can you drive from l.a to new york can you get there is it is it a solution yes it is you can drive from la to new york can you get there quickly um yes it's definitely faster than walking but it's still going to take you a couple of days maybe even a week or so to get from la to new york if you drove by car is it safe reasonably yes i mean you know you're driving in a car you stop you stop it at the at the right places sure driving is is a is a safe option so now let's consider the flight option can you fly from la to new york does it work is it a solution yes it is a solution is it fast well it's faster than driving and it's absolutely faster than walking this is a matter of hours you can get from la to new york so yes it is fast is it safe absolutely there's all kinds of rules and regulations and structures and people and processes to make sure that the flight option is safe so where does that leave us that leaves us with flying being the premium option it's the best offer we can get where we want to go with the most amount of speed and the least amount of risk now it always looks easy when it's all spelled out but we break this we we make bad offers unintentionally so let me give you an example of a bad offer here's bad offer number one is you'll do is is you'll take all of your knowledge expertise your wisdom your experience and you'll put it inside of a service so you'll think about all the great things that you've done and you'll put it all inside this one big bloated service the thought is to customize it for someone else the trouble is you have to explain all of this before before this person can can even halfway understand it let alone buy anything and this bloated complex service forces your explanation and puts you in a hustler's state that's a bad offer here is bad offer number two again well-intentioned but common mistake so what you'll do is you'll create you'll create this menu of services just in case they need one so you'll create they need option 1 option 2 option 43 option 97 and your thinking is you'll give this big menu of choices to your prospective client but look what you've done now you have to explain all of this before they can choose which one makes sense to them the menu creates complication creates a need for explanation now you gotta hustle that's a bad offer so what can you do today that will declutter that will uncomplicate your current suite of offers here's what you should do create one done for you project based offering i have literally sold thousands of dollars worth of this offering without any of the complexities that we think we need no crazy automations no wild funnels no fancy names this works because it is 100 percent solution focused so let's explain one done for you project based offering how does this layout because when you're talking to a prospective client right they're trying to get something done so you got to lay that out with them right you'll go through the big steps needed to get from wherever they are now right from to wherever they'd like to be right you're having that conversation you you figure this out right so when when you figure this out there will always be some uncertainties there will always be some areas of the project that make your client nervous so somewhere around you know eight 9 10 as you're talking this through your client begins to get nervous and then a couple of things happen your client gets nervous because they're thinking about this but they're worried about that context those people those processes things got to be hooked up to it then you get nervous because you're not quite sure what's going to happen out here the people the process the context so both parties end up being nervous neither party is confident in the project the bottom of the project falls through no sale is made so instead of feeling this uncertainty getting nervous and leaning out lean in make the offer to your client to resolve these specific things tell your client listen i know where you are now i know where you're trying to go and we kind of charted out a path that we believe will get you there but we both understand that there's some uncertainty here that needs to be understood so why don't we start here why don't we spend a couple of days figuring out what these things are before we commit the months of doing all of this work now that sounds really clever but let's measure it against our criteria so a solution is this a solution yes for you you now know what you're working on you're certain of it your client understands what you're working on and the value that it has understanding this first gets us safety across the entire chain it's exciting for both parties let's talk about maximum speed your client doesn't have to wait months now to figure out what may happen down here at eight nine and ten you're making the offer to apply your expertise immediately to those trouble spots let's make sure we have what we need let's make sure the right people are in place let's make sure that the places where this project typically falls apart they're at least steady state before we commit to the entire thing they get this insight in days not in months now let's talk about how this thinking lowers the risk you're showing the client the road map up front now they know what they're committing to there's less guesswork you're also showing the client where it normally falls out where the bottom normally falls out and you're offering and you're offering to protect them from that up front which means for your client there's no whoops we didn't know about this or whoops it's going to take double the time now or whoops is going to be double the cost because we didn't see this coming you've lessened all of those fears up front for the client which makes the buying decision so much easier to make every consultant should have some version of this offering inside their business why because every time you recommend something the client will always have some concerns or some doubts and so instead of getting a nervous or afraid and leaning out instead lean in see what those things are and then offer to address them take a few days to review the people the process the documentation that may otherwise cause this project to be unsuccessful after you've done that initial project then you and the client can sit down again and consider should we do the big thing now or what other next step should we take now a service like that is so simple it's almost too simple the value of it can go over our heads so let's talk about some leverage here so you can see the power of it first of all it's easy to design so this service is structured enough where you can systemize it you can process it it's also flexible enough where you can tailor it towards the client you're talking to so it gives you some agility in both ways there secondly it's easy to understand for the client they know what you're working on right you are the expert working on those tough parts of the project so they know what they're buying they can buy much quicker it this this kind of offering creates insight for other informed offerings when you're working on what the client cares about most when you're working on what what what worries them the most now you get to see what's most important to them and you begin to notice oh i see clients need this kind of document or or these kinds of trainings or this kind of support or this kind of software so now you know for sure that your next offering is a valuable one because you were fixing it right in there with the client themselves lastly it allows you to charge the premium you've identified a very important point for your client they want it resolved they want it resolved now and you're going to raise your hand and say yes we can do it let's get started there's value in in that the client will pay the premium for that solution delivered at maximum speed with minimum risk i was sitting down with the president of an institution and i did everything i thought i was supposed to do why does he do this why do ceos behave this way are they on a power trip are they are they just trying to give you a hard time but for now let's post in the comments below which of these leverage points is most exciting for you so hey alzay i like this idea of the one done for you project because it will allow me to do this do this do that or to that or maybe some other point of leverage but what is it about this idea that you find valuable post that in the comments below i'll be sure to respond to you see you in the next video you

Channel: CovetedConsultant

Views: 6,978

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Keywords: coveted consultant, alzay calhoun, business consulting business, marketing for consultants, marketing professional service, start a consulting business, consultation packages, consulting as a service, productized consulting, How to structure consulting services, cc

Id: dIZJuM8E1S4

Length: 13min 31sec (811 seconds)

Published: Thu Oct 29 2020