The Power Of Your Product Suite
Today we're going to talk about the power of your product suite. This is something that I am so passionate about, in fact if you threw me on stage totally unannounced I could talk about it for an hour and still have things to share and still be lit up about it haha.
When I started my business, and you'll likely relate to this, I tried to piecemeal my way to success. So I would try out an offer here and I try an offer there and it felt like I was all over the place. While I am a multi passionate person it made me look all over the place and it hurt my credibility and my overall brand.This is why I am so passionate to help prevent you from doing the same.
A product suite or what I often to refer to it as a step ladder is when you create a group of offerings for your ideal client that gets them through their entire customer journey.
Having a product suite is so valuable for many different reasons.
So I want to show you two examples of product suites that I have currently in my business. This will give you idea of the journey I take my clients on and how I structure my offers. Please note I am also testing and tweaking to find what fits (ex: For example I used to offer Behind The Scenes Of The ELEVATE Method Mini Course and now I have an amazing quiz that helps coaches learn and leverage their coaching superpower)! I do not give up overnight I ensure I am thoroughly testing the offers and trusting the process. The graphics you see listed here are the order in which my product suites are laid out currently.
This is my coaching product suite. Essentially with these offers I am able to follow my clients journey and support them along their journey wherever they are at along the way! Next up I have my book writing suite. I started my business as a coach for aspiring authors and to this very moment (almost 5 years later) it’s still a major part of who I am and what I do.
I started my business with this deep desire to support people that desire to turn their message into their masterpiece. Therefore I have spent a ton of time adjusting this to meet the needs of the ever changing market. For example my trip wire offer used to be a mini training about creating a STAND OUT book. After having so many authors ask about the strategy behind me becoming a best seller I knew that the best seller blueprint would be a hit. I share this to say be sure you know what it is that your audience is seeking from you. In addition, when I started coaching I did not yet have my own publishing house. I have since developed Clarity Cove Publishing House and that is now the top tier of my offers!
A big mistake I made in the early stages of business is that I focused on one thing. Then when people would ask me what is next I had nothing to offer them. While you do not need an 8 tier product suite I think it’s important that at bare minimum you have a low or free tier offer, a mid tier offer and then your signature or high tier offer. As you can I have built up to 5 tiers for each of my signature offers.
While my product suites work wonders, a question that I often get is can you offer other things outside of your product suite. My answer to this is yes you can, as long as you do it strategically. For example, I offer human design business readings 2x a year and when my clients sign up for those readings if it feels aligned I will personally invite them to the next step of leveraging their learnings inside of one of my business containers (Coach to Client’s Academy or The ELEVATE Method).
I will also get creative and bundle certain deals (For example I have created a practitioner and master practitioner bundle deal for The ELEVATE Method Coaching Program). This helps me to support my client deeply and to income stack.
As you see there you can also add great things outside of your product suite into your business.
I recently did a workshop called Repurpose and Relax. Here I taught my audience about building weeks worth of content without the overwhelm. I taught them to take the content they already have and build upon that. It was a great workshop because it was very affordable for those that have never been in my space or in my energy. I love these workshops, because I get to get in front of a new audience and they get to see what it’s like to work with me first hand. I can also funnel them into other offers. The good thing is when you create one off offers that do not plug directly into your product suite you can also use these as bonuses for offers within your product suite (i.e. repurpose and relax is a no brainer bonus inside of The ELEVATE Method Certification Program).
So when you think about your offers and building out a product suite, what would you like the entire trajectory to look like? Here are the steps I follow when I am supporting my clients with building out their product suites. I also used this for myself as well.
What is your “why”- why are you offering this and why is it valuable for your ideal client? Building out a product suite is not an easy feat. It may feel very overwhelming at times. This is where you “why” comes in handy. When you have a strong “why” you can make room for the how. You also realize your dream to help other people is far bigger than you.
Know your audience. Its imperative to know what your ideal client need from you ? If you don’t understand that how can you thoroughly help them? Your goal is to take them from point A to point Z, but to do that you have to know where they are coming to you from (Point A) and where they are headed (Point Z).The journey of writing a book starts with writing 1 page. So my question to you is how to express and build out the customer journey for them so that they know it’s for them and so that you can easily replicate it when you call in new clients?
Be willing to test and tweak. So many claim something as not working, but the question is have you given it time to work? If so how long. It took an entire year before I made a dime in my book writing business. I trusted the process and kept showing up and learning from those who I knew I was called to work with. With that said though, you are not married to your funnel. This means if something isn’t working you’re allowed to alter it to work in your favor. The best part is once you have a funnel you don’t have to throw the whole thing away you can adjust a few things. For example I often change my free opt ins to match what questions are coming up or where I am learning more about my dream client being stuck.
If you’re struggling with how to get started here is an example:
As you can see you can take one small offer and build on that. It could be a book, a blog, a frequently asked question etc. For example if people are always asking you “how did you budget as a single mom”
You could take that and turn it into an ebook called Single Mom Budget Hacks. Then you could take that same content and expand on it in your course called Single “Mommy-ing” Made Simple and from there you could offer one on one coaching calls for Single Moms. If you love coaching about weight loss you could create a masterclass called Mastering Your Mommy Weight, from there you could build a monthly membership called Momma’s making moves finally you could have your highest level be a weekend retreat called Moms, mindset and moves.
These are all totally made up, but done so to give you an idea of how you can take your content idea and build on it to create an irresistible product suite. I have helped clients build product suites from courses, books, blogs and recently I had a client who wanted to teach people how to cook share a text with me and we crafted a 3 tier product suite from that.
When I say you can do this I mean it!
The second client I ever worked with asked about continuing to work with me after she went through a course and I remember being flattered and sad at the same time because I had nothing to offer her. So while we stayed connected I lost out on a powerful client. Acquiring a new client can cost five times more than retaining an existing client. This is why there is so much magic in product suites.
All in all a healthy product suite is imperative to a successful AND SUSTAINABLE business.
So as you contemplate this I want to challenge you to consider what is it that you’re currently offering?
Has this been of interest to your audience?
How can you take what you have an expand on it?
I am so excited that I got your wheels spinning. Now let that creativity run wild…… your future self will be so grateful that you did!
