productized consulting for designers by jane portman
TRANSCRIPT
Step #1
Understand the Benefits
Why are clients scared to hire designers?
Don’t know the price
Afraid that the scope will spin out of control
Not sure whether you know what you’re doing
Not sure how to proceed
What can you do?Set up a fixed price
Set up a fixed scope
Describe the benefits and provide social proof
Describe the process & the deliverables
What problems does productized consulting solve for you?
Makes you easy to hire
Eliminates proposals and allows to set your own rules
Helps transition to value-based pricing
Helps sell recurring services
Free crash course on productized consulting by Brian Casel
http://productizecourse.com/
Is Productized Consulting Really a Good Fit for Your Business? (by Jason Pelker)
http://item-9.com/productized-consulting-good-fit-business/
Is Productized Consulting really a good fit for your business? (by Kai Davis)
http://doubleyouraudience.com/productized-consulting/
Step #2
Define Your Offering
Define your audienceRemember your top 3 favorite clients
Niche down on a certain business type
Define your scopeRemember your top 3 favorite projects
Niche down on the format
Think of common things and processes
What has the top value for the client?
Three levels of involvementStrategic guidance
Review & report
Hands-on work
Define the processDiscovery
Execution
Delivery
Define the priceThink of your delivery time and double it
Create pricing tiers (packages)
Charge more
Step #3
Write Your Sales Page
Portfolio doesn’t sell your services.Long-form sales copy does!
Follow the structurePain, dream, fix, objections, call to action
Desribe your fix wellWhat exactly you do and why
The process and the client’s role in it
Common client questions
Protect yourselfWhat you won’t do and what problems you can’t fix
Common pitfalls caused by clients
Reserve the right to determine the scope
Anchor your priceAnchor to alternative services
Use tiered pricing
Overcome objectionsProvide testimonials
Provide a money-back guarantee
Types of calls to action“Make a payment here and I’ll get back to you”
“Email me at (this address) and I’ll get back to you”
Fill in a form/questionnaire
Capture leads with a freebie“Not ready for an expensive XXX yet?
Try solving the problem yourself by using my free course (cheatsheet)”
The Brain Audit by Sean d’Souza (book)http://amzn.com/B00COQFUNU
Dissecting Great Sales Copy For Productized Consulting by Patrick McKenzie
https://training.kalzumeus.com/newsletters/archive/dissecting_sales_copy
Step #4
Market Your Services
Basic marketingPut your new service front-and-center on your website
Tell everyone you know
Point your clients to the service sales page
Advanced marketingStart an email list and feed it with good content
Create a free course
Do outreach
Turn Readers Into Buyers (article by Brian Casel on creating free email courses )
http://casjam.com/email-course-guide/
Step #5
Deliver and Polish
Do a test run (or a few)Offer your new gig at 50% off
Practice your process
Get a shiny testimonial
Refine your sales page
Common mistakesCompromise on the audience, scope, or price
Deviate from the process
RecommendationsPractice saying “no”
Avoid strict deadlines
Be generous and exceed expectations
Step #6
Plan a Product Line
Ideal product lineA free course
A book (under $100)
A more expensive course (under $300)
Productized consulting
High-touch custom gigs
Ideal productized consulting lineA strategy call (under $500)
An entry-point gig ($500-1500)
An “all-inclusive” advanced offering (under $5000)
A recurring monthly service ($500-1500)
Best practices for a monthly serviceLimit the contract to 6 months
Set a grand goal
Do a roadmapping session in the first month
Don’t book yourself solid
My own consulting productsCorrelation: monthly creative direction for software
companies (discontinued)
Custom UI Audit: the actionable screen-by-screen teardown of your web app
My full consulting line for SaaS companies
Walkthrough Strategy Call
Custom UI Audit
Wireframing Session
Visual Style Guide
The UI AuditMy book based on productized consulting: http://uibreakfast.com/audit
Use code INVISION30 to get 30% off any book package
Good luck in productized consulting!
Thank you my friends!
