We speak to a lot of companies that have struggled with their outbound marketing in the past. This post reveals the importance of productising your service offering to generate more leads.
So you have a service based business and you’re looking to generate more clients?
My guess is that you’ve built your business around inbound leads (E.G referrals and word of mouth) but you know this can only take you so far and you’re ready to go to the next level.
So how do you productise your offering and start generating fresh leads?
In this example I’m going to use a marketing business as this industry is prone to needing this but it can also apply to consultants and other service providers.
Look at the transformations:
I have no doubt that you’re excellent at what you do and if you look back at some of the clients you have worked with, there will be some tremendous success stories.
One of the easiest ways to productise your offer is to use case studies as a way to demonstrate value. Look at where the client was prior to working with you and where the client is now. There should be a tangible benefit.
Target one industry at a time
My guess here is that most people reading this do not sell their services to a specific industry but rather have clients in many different sectors. This is perfectly fine when you’re generating inbound leads but you will most likely struggle when you approach the market.
Decision makers are busy people and if the offer does not feel perfect for a pain or problem they are experiencing they will likely discard your marketing communication. Targeting one industry at a time allows you to build credibility, trust and a message that resonates with them.
Solve a specific problem and become the expert
The best companies tend to specialise in one thing. This allows them to streamline their service delivery which in turn helps the company to scale. In our experience it's very common for service providers to become a ‘jack of all trades’ taking on projects in different industries and solving different problems. Although this is often a very tempting offer because it brings the company a pay-check, it will often hold you back in the long run as your service delivery is not systemised and client acquisition is not predictable.
Personal experience:
The owners of RooCru also founded a traditional B2C marketing agency (The Social Pixel) and we used email as our main channel to generate many customers for our business.
We didn’t have an issue with lead generation (we would book 6 - 8 sales appointments per day) but the problems arose when we came to service companies from all industries offering different solutions.
We might be building a website for a recruitment company one week and running Facebook ads for a mortgage broker the next. The service delivery was not a systemised process and this created issues when we tried to scale.
As such, we pivoted the business to just offering one service to one industry to one type of client. Within a few months we had increased our revenues from £10K a month to £50K a month, built out systems for delivery and massively increased all of our sales conversions.
Do you need help productising your offer so that your business can scale?
Book a demo with our team by simply clicking here and a team member will discuss how a campaign works at a date and time convenient for you.
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