Ever heard the adage, “There’s only one way to eat an elephant: a bite at a time”? Believe it or not, this principle also holds the key to winning clients and expanding your business. While immediate conversions are the dream, the reality often follows a different path. This is especially true for service-based businesses.
The Buyer’s Journey Unveiled
Think about your own buying habits and how you go about a purchase. You consult friends, browse the internet, read reviews, and take cautious steps before engaging with a new business or making a substantial purchase. This process is what we call the “buyer’s journey.”
Enter the concept of “next-step offers.” Imagine them as precisely placed stepping stones aligned with the buying patterns of your ideal customers.
Tailored Progression: Navigating the Next-Step Journey
For those unfamiliar with your brand, the best way to start and let them get to know you is with a freebie or discounted coupon. It can serve as an enticing introduction. As they review and embrace your initial offer, subsequent steps might involve filling out web form for a free consultation call, or even a visit to your office or showroom if you are a service based business.
Each offer is a part of a progressive journey. Each stone building upon the last, cultivating trust and readiness for the next move. Just like you don’t sell a car in the first few minutes, instead you introduce features, discuss preferences, and, when the time is right, take them for a test drive.
Lessons from Face-to-Face to the Online Realm
Drawing from my experience as a sales engineer, I learned the value of building trust and connections over time. This strategy of effective face-to-face interactions, can also seamlessly translate to the online world.
The goal is to allow your prospects to gradually get to know you and acquaint themselves with your business. We do this with a step by step approach that takes them through a series of strategic next-step offers.
When this is done right, trust blossoms and new relationships start to flourish. This is how you can cultivate loyal clients who are dedicated to your brand.
Quick Start Guide: Plan a Sequence
Congratulations on reaching the crucial step of planning a sequence for your next-step offers. This strategic approach will ensure that your offers build upon each other. The goal is to guide potential clients through a journey of increasing engagement and trust. Let’s dive into the steps to effectively plan this sequence:
Step 1: Define Your Starting Point
Begin by determining the initial offer that will introduce your audience to your brand. This offer should be low-barrier, such as a free resource, discount, or webinar, designed to capture their interest and encourage engagement.
Step 2: Understand Your Audience’s Progression
Map out the natural progression your audience might take as they interact with your offers. Consider the buyer’s journey and how your audience’s needs evolve from initial awareness to making a commitment.
Step 3: Gradually Increase Engagement
Plan your sequence to gradually increase the level of engagement and commitment required from your audience. Start with offers that require minimal time or effort and progressively move towards more involved actions.
Step 4: Build Trust and Value
As you progress through the sequence, each offer should deepen the trust and value you provide. Offer insights, resources, or experiences that address your audience’s pain points and demonstrate your expertise.
Step 5: Incorporate Feedback
Pay attention to the feedback and engagement metrics from each offer. This input will help you refine your sequence and ensure that you’re providing what your audience truly needs.
Step 6: Define Conversion Points
At key points in the sequence, identify conversion opportunities where you can encourage your audience to take the next step. This might be signing up for a consultation, attending a workshop, or purchasing a premium product or service.
Step 7: Create a Clear Path
Ensure that each offer in the sequence provides a clear call-to-action (CTA) for the next step. Your audience should understand the value of moving forward and feel confident in taking that step.
By planning a thoughtfully crafted sequence, you’ll guide your potential clients through a journey that not only builds trust but also maximizes the value you provide. Remember, the goal is to nurture relationships and create a clear path for prospects to become loyal clients dedicated to your brand.
Example 1: Next-Step Offers for a Pet Groomer
-
Free Grooming Guide E-Book: Offer a free downloadable e-book titled “Ultimate Guide to Pet Grooming at Home.” This guide provides valuable tips and techniques for basic grooming between professional appointments.
-
10% Off First Grooming Session: Provide a coupon offering 10% off a pet’s first grooming session at your salon. This offer encourages new clients to experience your services at a discounted rate.
-
Grooming Tips Webinar: Host a live webinar on “Expert Grooming Tips for Different Dog Breeds.” In this webinar, you can share grooming insights and answer questions from pet owners.
-
VIP Grooming Package: Introduce a VIP package that includes regular grooming sessions, a personalized grooming schedule, and exclusive access to special grooming products.
-
Monthly Grooming Subscription: Offer a monthly subscription service where pet owners can receive discounted grooming sessions by committing to regular visits.
-
Before-and-After Photo Contest: Run a social media contest encouraging clients to share before-and-after photos of their pets after a grooming session. The winner receives a free grooming session.
Example 2: Next-Step Offers for a Life Coach
-
Free Self-Discovery Workbook: Provide a free downloadable workbook titled “Unlock Your Potential: A Self-Discovery Journey.” This workbook helps individuals explore their goals, strengths, and values.
-
Complimentary 30-Minute Discovery Call: Offer a free consultation call where potential clients can discuss their aspirations and challenges, while you provide insights into how coaching can help them.
-
Goal-Setting Workshop: Organize a virtual workshop on “Effective Goal Setting for Personal and Professional Success.” Share strategies for setting and achieving meaningful goals.
-
Three-Month Transformation Program: Introduce a program that includes weekly coaching sessions, personalized action plans, and ongoing support to help clients make significant life changes.
-
Mindfulness Meditation Series: Develop a series of audio-guided mindfulness meditations and offer them for free as a way to introduce clients to the importance of self-care.
-
Career Transition Bootcamp: Create a comprehensive online course to help individuals transition to a new career. Offer it at a discounted rate for those seeking professional guidance.
Remember, the key to successful next-step offers is to cater to your target audience’s needs and preferences. Each offer should provide value, build trust, and lead potential clients to the next level of engagement with your services. As you continue to nurture these relationships, you’ll find that your clients become more engaged and dedicated to your brand.
Embrace Next-Step Offers and Elevate Your Business
Incorporate next-step offers into your business today and supercharge your lead generation system.