You may not realize it, but each time you eat at a restaurant, you have an opportunity to learn a valuable marketing lesson.
You arrive at the restaurant, are greeted and tell the hostess how many you have in your party. You’re then seated and the host offers a well-designed menu. When you read through the menu, you notice appetizers, entrees, beverages and desserts. Yum!
Depending on the presentation of the menu (and how hungry you are), you can almost taste the delectable suggestions before even ordering. This is the VERY experience that you want to create for your prospective customers. Let me show you step-by-step how to do this.
Your Business “Curb Appeal”
Many times your prospects will size you up before they even get a chance to know you. It’s just like going to a new restaurant. It is difficult to trust a dive unless you’ve heard about it from a trusted foodie friend. But, when you walk past a restaurant with nice curb appeal that will likely attract you to the window for a closer look. When you get to the window, you look inside and see that it has a gorgeous set up and a tasty looking menu. So, you decide to give it a try.
The same is true when your target market learns about your ability to solve their problems. They check out your “curb appeal.” Does your website showcase the quality and value of what you offer? Do you have a professional headshot with your beautiful smile? Is your blog up to date? Are your social media profiles active and completed in their entirety?
No matter what type of marketing materials you choose to use to create visibility for you business, they MUST be top-notch, well designed and appeal to your ideal client. You don’t want your business looking like a “shabby dive.” Yes, you might have JUST what your prospect is looking for, but they may not ever stop to take a look if you don’t give them a reason to.
Present an Irresistible Menu
You’re seated at your table, chatting with your family or friends about what you want to order. The menu has your undivided attention. You may be considering an appetizer and a cocktail, the prix fix option or the one a la carte dish that you love. As you peruse the menu, you carefully review the photos and description of each item and your mouth begins to water.
You want the same thing to happen with your prospective clients. They need to see that you not only have a solution to their problem, but you have multiple choices. Those options allow your soon to be client to see herself working with you according to the right solution at the right investment. Now, that is mouth watering!
For example, if you are an interior designer, you could offer three different packages for your clients such as these
- Package A ($$$) – This is the all inclusive, top level access, A-Z option
- Package B ($$) – This option provides some hand holding and access to you to supplement more of a do-it-yourself kit
- Package C ($) – A do-it-yourself kit based on your step by step process for interior design
With each option you’ll include specific components designed to give the client the best possible experience and get them to the results they’re looking for as quickly as possible. Your prospect should be able to see clearly exactly what they’ll get at each level and what specific situation that option addresses. Then, they can easily choose according to their needs and their budget what is the right solution for them.
Satisfy with Solutions
As you seek to create a tantalizing service menu, keep these “Five Solutions” questions in mind:
- Who is looking for the solutions that you already have?
- What specifically does this group want or need?
- What are your greatest strengths?
- What specific problems do you solve?
- What results can you help your clients achieve?
Your answers to these questions will be summed up in the options that you provide for your prospects. People typically like to buy neat and tidy options to their problems. That is the reason “kits” are so popular. The word “kit” leads you to believe that if you buy this it has everything you need to create the result you’re looking for. So, use this concept to develop lucrative, client attractive packages that help your audience to solve their problems.
Here’s and advanced tip: be sure to name your packages in a way that will help your clients visualize the solution that they will receive. If you simply name your solutions “gold, silver and platinum”, that doesn’t really mean anything to the person who is looking for your help. My current coaching packages are named this way:
- Realize Your Vision: This is designed for clients who want an overhaul of their business.
- Ready To Succeed: Normally for clients who have done some preliminary work and wants additional help in growing their business.
- Profitable Marketing Results: Serves those who want specific training in marketing a service based business.
I know that you want to grow your business. You want to maximize your profit potential and help as many people as possible. One easy way to streamline your efforts is to offer packaged solutions that serve the needs of your clients. You can easily increase your income by turning the solutions you offer into tasty service menu that appeals to the crucial needs of your audience.
Your Action Plan For This Week:
- Write down your answers to the “Five Solutions” questions found in this article.
- Create or revamp your service options to be MORE appealing to your prospects.
- Name your packaged solutions so that your prospects clearly understand what results they can expect
