When was the last time you looked at your website, social media, and sales process through the eyes of your client? How easy is it to work with you? It might be time to simplify your offer path.
On this episode I’m sharing part of a challenge I did to help my clients figure out the best ways to get consistent clients of their own. This segment is all about creating a Simplified Offer Path so it’s as easy as possible for your clients or customers to go from that first contact with you to buying your offer.
“Many of us are making it too hard for others to work with us.” -Esther Littlefield
Why This Matters
When I was getting ready to do a rebrand last year, I wanted to find someone to work with for my new branding. I was going to websites and trying to hire someone; I had money I wanted to spend! And I was amazed at how some of the businesses made it very difficult to figure out how to do that with them. It wasn’t clear how to work with them, or to even take a next step toward working with them.
“We don’t want to make it hard for people to hire us!” -Esther Littlefield
Keep it Simple
Take another look at all your messaging on your website and social media. You want to make sure it’s super clear and easy to follow, from first contact, to call to action, to sale. Remember, it’s a journey you’re sending them on, and how to start that journey with you should be crystal clear.
The Simplified Offer Path
To make sure the path for your potential client is clear, write out your Simplified Offer Path, and make sure each step is easy to follow. To create your path, ask yourself these 3 questions:
1. What is your call to action? What will you ask people to do as their next step to working with you?
2. What is your sales mechanism? How do they go from interested to signing on as your client? (This is almost always a discovery call in service and coaching businesses.)
3. What is your offer? What is the offer you want them to buy? This can change from time to time depending on what you’re focusing on, but make sure it’s clear.
Make sure they know exactly where they’re going and how to get there on each part of the path. Here is a visual for you to help you take the action step of mapping out the Simplified Offer Path for your business.
“Each step of the process is a small ‘yes’.” -Esther Littlefield
Typically the call to action is going to be a discovery call for most service providers and coaches. However, if you are a course creator and you may be launching a group program or course later on, then your call to action may be to get on your email list.
It’s tempting to want to have multiple calls to action, but it’s ideal if you can choose one as the main one on your website and social. This sometimes involves deciding what is most important to you right now: income (i.e. immediate clients) or visibility and audience growth (so you can sell something to them down the road).
“You have to decide which is most important: income or visibility/audience growth.”
Your Next Step:
Map your own Simplified Offer Path. Identify the three key steps: your call to action, your sales mechanism, and your offer. Then map out how this will flow in your business, and make sure to update your website and social media to reflect this.
Be sure to subscribe to the podcast so you don’t miss an episode! In the meantime, join us over in the Christian Woman Business Community. It’s a place where Christian women who want to grow their businesses without compromising their faith or values can connect, ask questions, and get support. Join us! estherlittlefield.com/bizgroup
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