The
second step in our
makeover process addresses
the biggest challenge
women entrepreneurs
face. Making their
service more tangible.
This is not a challenge
that is only relegated
to women entrepreneurs,
though.
Regardless of your company’s size or whether your company is run by a man or a woman, transforming an intangible service into something tangible is one of the single biggest challenges in business.
So how do you allow your target audience to experience the value of your service or test drive the expertise of you and your team before they actually hire you?
The answer is Productization. It runs through the entire makeover process and is essential for getting clients to chase you for business, rather than you always chasing after them.
What Is Productizing?
Productizing comes in all shapes and sizes. From seminars, public presentations, articles, books and audio programs to websites, special reports, audio testimonials, and packaging services. The ways that you can productize are endless. But not all productizing strategies are meant for all companies. Some work better for certain companies than others.
While not all produtization strategies work for all companies, the concept of productizing works successfully for all companies. Productizing is a form of test driving your service. It allows your target audience to tangibly experience your value and expertise on their terms and in a stress free manner.
The right productization strategy emotionally connects with your target audience. It is all about driving a steady stream of pre-educated and pre-sold customers to your door, eager to buy what you’re selling. During step two of the makeover process our team collaborates with you to achieve this by leveraging the materials and expertise you already have in a way that allows your audience to easily experience what you have to offer before they actually buy from you.
Eliminate Pressure
Productizing eliminates the
pressure you may feel
when it comes to marketing
and selling. It provides
a smooth transition
for you and your ideal
customers to move
through the seven
points of the sales
process.
It also directly answers
the five
biggest questions
all clients have to
get answered before
they will work with
you.
As we addressed above, there are an endless number of ways to productize and what will work with one type of business, may not work well for another. That is why every makeover and project we are involved in we take a unique view of your business and your audience. We then determine which productization strategy makes the most sense for improving your communication and emotional connection with your ideal customers.
To clarify some common misconceptions about productizing. It is not about becoming a best selling author, visualizing your way to a million dollars, or becoming a high-paid seminar speaker. This is about giving your ideal customers what they need, when they need it and how they need, as it relates to your solution and their biggest challenges. This is about realistically and cost effectively generating highly qualified leads and successfully moving them through your sales funnel.
If you pre-educate and pre-sell – THEY WILL COME. Our job is to make sure that when your ideal customers do show up, your message and brand emotionally connects with them in a way that gets them to hire you, purchase your product or to do both. |
