Packaging For Creators & Freelancers

Transcript

1. Selling To BIG COMPANIE$ For digital creators (and also how to “package” your offerings)
2. 2 7 Years in Consulting + others 5 Years Running Online Course & Training Business (& Hanging Out Online)
3. Many creator types are missing out on corporate $$$ opportunities because they don’t even know how to get started
4. Three Things #1 Creator Tension #2 The Sales Dance #3 Packaging & Positioning
5. Selling things to people online is somewhat straightforward & what makes it so attractive Offering “I think this thing will help me or I want this, let’s purchase”
6. Offering But there are hidden forces at play in selling to a company “how can I bring this to my boss or team without looking stupid”
7. The Creator Corporate Tension This is something special and it is ART, I will not compromise We at company x buy these kind of things and pay these kind of prices
8. The Creator This is my special thing The Company “We want a training” The Creator Corporate Tension
9. The Key: “We buy things like this and pay this kind of price” üOff-site Program üWorkshop üTraining ûCohort-Based Course
10. Offering “look at this cool offering. It would be a good fit as part of our training plan for this year” But there are hidden forces at play in selling to a company This guy needs to be able to look smart
11. Selling To Individuals Digital Marketing Selling To Companies Digital Marketing + Subtle Dance “This is my offer” Yes No Yes No “This is my offer” “We are unique, we need custom attention”
12. Your offer Begin Engagement Typical Process Convo w. Company
13. Companies Used To White-Glove Service Scoping Call 1 Scoping Call 2 Scoping Call 3 Your offer Begin Engagement
14. Two Ways To Avoid This “Dance” #1 #2 Packaging Artifacts “I’ll do anything for you as long as it’s these three things” “I’ve answered many of the questions in this document, let me know if you want to move forward”
16. “I AM A PRO LETS TALK”
17. A Simple “Corporate” Tab Can Go A Long Way
18. “Yes, I work with executives”
19. Priced Too Low = “I Don’t Work With Companies”
21. Consulting firms are very abstract and vague, how do they get away with this?
22. Hidden Advantages: • Brand credibility • Existing relationships • Targeting large, ambiguous problems
23. MY TAKE: OVERCOMMUNICATE & BE TRANSPARENT (IF YOU WANT TO SAVE TIME) MY GOOGLE DOC INCLUDES ALL FAQs =>
24. Give Clients An “On-Ramp” Coaching & One-Off Workshops Longer Term Coaching, Training & Consulting Retainer or other long-term relationship $1-$20k $10-50k $50k+
25. An On-Ramp Strategy Can De-Risk The Clients Decision Coaching & One-Off Workshops Longer Term Coaching, Training & Consulting Retainer or other long-term relationship $7.5k Virtual 2hr Workshop $25k Team 4-Week Cohort VERY HIGH PRICE
26. I ”pitch” directly on my site
27. I “pre-qualify” people with my offer & pricing before they talk to me
28. And detailed Google Doc
29. And detailed Google Doc
30. KEY POINT: GIVE PEOPLE SOMETHING TO REACT TO!
31. Real-Life Example Feb 2022: Initial Conversation: Feb 2022 Mar-April 2022: Two Executive Coaching Packages May 2022: Follow-up conversation June 2022: Workshop with broader team July-Aug 2022: Cohort-based course with 8-12 people $3,000 $3,000 $15,000
32. The Scoping Call 32 #1 Position Establish credibility & competence #2 Investigate Figure out what their real problem is #3 Advise Start testing & mapping your solution to their problem
33. Pricing Is More Art Than Science 1.Understand Pain & Urgency 2.Discriminate 3.Companies Accept Prices 4.Ask For Budget But Be Skeptical
34. Examples: Curious Lion Project With Andrew Barry Include - Definition of problem - Overview of solutions - Initial approach
35. Multi-Phase Project