How to Create a Winning Consulting Offer

By Michael Zipursky, consulting success
A consultant recently told me “People don’t see a need for my offer.”
They went on to explain that their offer isn’t getting any traction. And that their ideal consulting clients aren’t interested in it.
It’s like they’re fishing for a trophy client and yet no one is taking the bait.
This is quite a common concern I hear from consultants.

'Once they make the initial purchase it opens up a back
door to all kinds of additional services and value that you can provide them.'

What’s important to realize is that hope isn’t lost…

You just need to change your approach.

If you’re offer isn’t converting there’s only two options you should consider.

1. Change your offer

Not all buyers will want what you’re offering.
If you get enough “I’m not interested” or “that’s not what we want” comments from buyers your offer may be the wrong one.
I spoke with a new consulting firm recently. They’ve been in business for 4 months. Things are going well. They have some initial revenue and clients. But they’re not clear on their offer. So they joined my coaching program to get some help.
One of the first things we did was break down who their ideal clients really are. This gave them a lot of clarity.
Then we looked at the problems they are having most often.
And then we figured out which services and solutions would be the right ones to offer.
As a consultant you can likely offer A LOT of different services to your clients.
Yet not all of them will be the right ones to offer initially.
Certain services are better suited as an initial offer. And others as a secondary offer. Some aren’t going to be a fit at all.
And this will also depend on who your ideal client is.
In the case of the new consulting firm, we quickly prioritized their offerings so they could clearly see what their first offer should be.
Your first offer should be the one that your ideal clients are most likely to buy from you now.
Once they make the initial purchase it opens up a back door to all kinds of additional services and value that you can provide them.
If your current offer isn’t getting the traction you’d like, consider changing the offer.
Figure out what’s the #1 problem buyers want to solve. And then offer them a solution to that problem.

2. Change your market

Another option is to make your offer to a different market.

Your offer ‘as is’ could be very valuable to a buyer. It might solve the exact problem that someone has…
…that someone however may be a different person than you currently have in mind.
The ideal client in your mind may actually not be your IDEAL CLIENT.
That’s why it’s critical to go through a process like the Ideal Client Discovery. This allows you to get REAL clarity for WHO is the BEST type of client for you.
Changing your market can be easy. It doesn’t mean that one day you’re serving CEO’s of technology companies and the next day you’re helping golfers.
It can be a slight shift in your focus. Yet the strategy and tactics you use may need to change in order for you to see complete success with your marketing.
Marketing isn’t about one action. It’s a series of steps and actions you take which are orchestrated to win the attention of your ideal clients.

Forget About Education?

A lot of marketers talk about how important it is for you to educate the marketplace.
While there’s truth to that statement you should avoid trying to educate your buyers to make a sale.

'Focus on offering buyers what they want to buy. Listen to them. They’ll tell ya!'

If you have to educate a buyer it will almost always take longer to make the sale.
Instead, your marketing should be focused on buyers that are actively searching for a solution to the problem they have.
Let’s say I have a choice between two buyers looking to increase their revenue.
One is looking for a marketing and sales expert. The other believes it’s a management issue. Now, I’m the marketing and sales guy. If I have to choose between these two buyers I’m going with the first one – every time.
Trying to educate the second buyer that their problem isn’t a management problem (that it’s a marketing or sales problem) takes time.
It’s not that you won’t be successful in winning their business. Just be prepared for a much longer sales process.

Make More Consulting Sales

If you want to sell more consulting services here’s what you want to remember…
Focus on offering buyers what they want to buy. Listen to them. They’ll tell ya!
And once you know what they want to buy it’s much easier for you to offer it.

Quick note: This strategy is meant to serve clients. If you’re using this to sell an offer that doesn’t truly add value to your client’s life or business – stop it! Seriously, as consultants we should always be focused on serving and providing value to our clients. This strategy is meant to help you sell more of your services that add value and help your clients achieve greater success.
With that said, go on, get selling my friend