Three simple steps to creating compelling programs

When you start creating your packages, you want to be sure you have different levels to serve clients who are in different situations. Rather than simply creating a program and pricing as you like, I have found a method that speaks directly to your prospects and helps them to self-select the best program for them. Here’s what I recommend as the method to choose your package and pricing levels.

Think about your packages based on the different levels your clients fit into. You can separate your prospects and clients into categories or groups who share similar concerns.

Create Client Profiles.
My first step was to create client profiles to really examine who these people are and what kind of help they need. What are their concerns and burning questions? What do they need help with most? I created these profiles for three levels to start with three profiles:
1. Ramp up Rachel (Rob)
2. Leverage Lucy (Larry)
3. Visionary Vicky (Vince)

Details for each profile include their immediate, driving need, income range, and a description of where their business is currently and what their issues tend to be.

Create Programs that Fit Client Profiles.
By clarifying what’s happening at each level, you help your ideal prospects to see themselves and know what they need. This makes it easy for them to see which program fits best.

Using this model, you are creating a program based around a particular person or around a particular issue instead of just creating different programs.

Client Profiles Help You with Pricing Decisions.
This makes it easier to price your programs too. So for example, in the Gold program, I’m giving more access, content and value than people charging three times as much. I’ve kept it really affordable for people who need more clients and more money.

My next levels attract prospects who have more money and clients.  What they need is to learn to leverage their business so they can afford a little more and ultimately they want a little more access.

What I have found is that the more affordable the programs are for people, the better results they get because I’m only speaking to them about their problems and solutions. This is different than speaking to everyone at all levels at the same time. And, it’s so much better than talking beyond their level about things they cannot implement in their business because they aren’t at that stage yet.

The bottom line is to help your clients self select and pre-qualify themselves, so they say, “That program is for me.”

Your Client Attraction Assignment.
Have you thought about the different types of clients you serve? Think about the clients you’ve worked with and see if you can sort them into categories. When you can do this, you are on your way to creating program and package levels that will allow prospects to self-select. That makes your job of closing the sale so much easier down the line.