Blog

Perform a Smaller Service For a Customer to Earn the Bigger Order

August 12, 2010 by Frank Goley, Business Consultant

I like to offer different levels of products and services as some customers will not start with a company unless they have tried you out in a lower risk, nicely priced service or product. I strive to do an excellent job on the initial, lower end, service or product, and bam, what do you know, the customer comes right back and orders a more profitable service or product offering. To me it is about earning the client’s business, giving the client the easy choices to make when considering what I have to offer them. All businesses should adopt this philosophy, understanding that initially winning the customer over may start at a lower level product or service offering threshold.

I am Not Talking About Giving Services and Products Away for Free  

While this can be a good strategy, and one I use quite a bit (i.e. a free business plan review, a free consultation, free e-books, etc), it isn’t the same. This strategy just lowers the economic level the customer enters into a relationship with you. It isn’t a big money maker but a service or product that brings you some income and provides a huge opportunity to earn more quality business.

Offer Different Levels of Services and Products

I offer four levels of business plans so clients with a young and growing company can start with a solid entry plan, and then I can upgrade the plan for future needs as warranted (and as the initial business plan pays off for them). I also offer an entry level business plan so a client can comfortably try my services with very little risk, see the great value and payoff for them, and then become very open to speaking with me about my monthly and onsite consulting services. I also separate out certain sections of the business plan, like the Marketing Plan or Strategic Plan or the Executive Summary, if a client has the business plan and wants to strengthen it up, update it, or have a good implementation plan in place. I also offer other ancillary packages such as an Investor Overview or a Loan Package, which accompany a Funding Business Plan. These are value add services at lower levels that can earn the client’s bigger commitments in the future.

Earn the Bigger Business

Once I have thoroughly satisfied the customer at the lower level service, then the customer is very willing to talk about more of a commitment like the Business Coaching or Business Consulting services I offer, along with the more complex business planning. A lot of the introduction to my SEO and Web Development Services come through business at the lower service level and earning it later.

It Makes Business Sense

You get a small commitment from the customer initially which helps you maintain cash flow with the opportunity to make a more profitable sale in the future. It really is a win-win if designed, presented and sold properly. It works particularly well in this Recession when customer dollars are tight, and they need to make really good decisions with little room for error.

Consider Services or Products You Don’t Normally Offer

I wrote some business articles for an experienced and accomplished business owner which earned me small bucks, but they are great bucks! Why? Because it has led me to great SEO and Content work for his websites. It was a fantastic way for me to introduce myself and what I can offer. The owner jumped on the opportunity when he received the quality articles. I write quality content for myself everyday, why not for others to potentially earn that better business in the future?

Design, Package and Present it Well

The assortment of services and products I offer have a definite design, plan, strategy and process behind them. I know how to effortlessly present customers options, close them quickly with value and confidence, implement the lower service or product well and fast, then be right back with them in short time speaking about our other, higher level, yet more value and payoff based, services and products. It helps the customer and later the customer helps me, and in turn, I am so excited to help them succeed with the repeat business. It drives my passion! My passion to help customers and earn quality business down the road. Think about it…

Today’s Video is on “How to EARN a Customer’s Referral”

Posted in Business Marketing Strategies.