Before we dive into the details, let’s first cover the basics to make sure we’re on the same page. What is an offer suite?
An offer suite is your set of products or services your business offers to potential clients. When designed to scale, these offers should target your ideal client at different points in their journey. As your ideal client progresses through different stages, you can support them through your various offers in your offer suite.
The process of creating an offer suite takes time. This is why you should start building your offers with scalability in mind from the beginning.
In this post, we’ll explore how exactly an offer suite helps you scale and tips on creating a scalable offer suite in your own business.
It’s important to consider how your offer suite supports your ideal client over time. Although you never want to view your clients or customers solely as transactions, you have to consider how long you can serve each client. The longer you serve them, the higher the lifetime value of that customer.
Let’s consider a business coach’s offer suite as an example.
The coach has a few low-ticket passive offers for new business owners who don’t have a lot to invest yet, like downloadable resource guides and online courses.
Next, the business coach offers a mid-ticket offer for business owners ready to learn how to build the foundations to grow their business.
Then, the business coach offers high-ticket offers for business owners who are scaling beyond six figures.
As you can see, this offer suite moves with their ideal client—who started as a new business owner and grew into a six-figure business owner. The coach can keep one client hooked throughout their journey, build a strong relationship, and offer more individualized support since they’ve been working together since the beginning.
If this coach only had ONE offer, it would not only be hard to maximize customer lifetime value since they would be relying on a constant flow of new clients that are only at one specific point in their journey, but it would be even harder to scale over time.
To move a potential client from the awareness stage to the purchase phase, there are many touchpoints in their journey.
Here’s just one example of a potential buyer’s interaction with the business coach from the example above:
Follows on Instagram for months → listens to weekly podcast → decides to download a free resource → purchases a low-ticket resource → invests in their mid-ticket level of coaching support.
Since it costs a lot more to acquire a new client than to keep an existing client, it’s essential to think through your customer journey past the first purchase. To move someone from the purchasing phase to the retention phase is where your strategically built offer suite comes in.
When’s the last time you stepped into your potential customer or your current customer’s shoes? Or conducted some market research to identify more insights on your ideal client’s challenges, journey, and desired goals? Spend some time outlining all the possible touchpoints for your potential clients. Identify any gaps and outline how someone moves through their journey.
Although the example of the business coach’s offer suite showcases the customer journey and customer lifetime value, it doesn’t highlight the importance of sustainability. (PS: if you’re wondering what sustainability in your business looks like, check out the post The What, Why, and How of Building a Sustainable Business).
When building an offer suite with sustainability top of mind, you have to stop exchanging time for money in all of your offers. The answer for most service-based business owners is to create a blend of products and services.
Consider what low to mid-ticket products, online courses, pre-recorded workshops, or memberships you can add to the lower half of your offer suite. What can you create to offer value for your ideal client without having to invest a lot of time consistently? How can you offer value to each individual customer without individual time?
Developing offers that don’t rely solely on you is only one key to sustainability. As you develop a scalable offer suite, you’ll also want to focus on building a sustainable business. A few examples are:
Building a scalable and sustainable offer suite is possible for any business! It just takes time, research, and a strategic approach to building out your offers over time. You won’t immediately have a full suite developed; there are steps and phases to work through as you create, test, and perfect each of your offers and grow your brand awareness.
Building a sustainable offer suite designed to scale takes time. Making small and thoughtful decisions from the start of your business helps you build a scalable suite as you go. You don’t want to race to reconstruct an offer suite once you plateau.
Don’t go into the process of developing your offer suite with the expectation it will be fully fleshed out immediately. Not all your offers will be “live” within a short time period. It’s just not realistic or setting yourself up for long-term success. Be strategic and stay flexible.
Building your suite will typically begin with you offering one or two main offers. Then over time, you will begin to build out new offers as your business and audience grow. To develop a scalable and sustainable offer suite, you have a clear picture of your end goal. Once you know your goals, you can create an actionable plan for how you will achieve that goal. Sometimes this means a one-year or even a five-year plan.
Creating a solid offer suite and strategic plan for how you will develop it and present each new offer is crucial for the long-term sustainability of your business. Send us a message if you’re ready to start the conversation about building your offer suite to scale!