Before embarking on my workshop tour in June I attended the System Internet Seminar in Chicago. I spoke there as well, but also attended some great presentations and made many valuable connections.
One presentation will change my business and my life.
Sean d'Sousa's Presentation on "The Theory of Consumption in Business" was the most powerful (and practical) presentation I've ever witnessed in my career. Instead of the usual warmed over ideas, presented in a lackluster format, Sean delivered a wake-up call that will change my business dramatically.
Sean's two main premises were: 1. You first have to get your clients and customers to consume what you've already sold them. 2. You need to offer new services in progressively more complex stages if you are going to truly serve them.
As a result of this presentation I am already working on the design and development of my "Marketing Tracks." Let me give you a very quick preview.
1. More Clients Track. This is the free subscriber level. I've already offered this for years. Anyone can join by signing up with their name and email address.
2. The Fast Track. This will be my new foundational product - The Fast Track to More Clients. This lays the groundwork for marketing success. By August I'll have the home study version based on my Live Workshops.
3. The Action Track. This includes more advanced marketing materials, including the InfoGuru Manual and Web Site ToolKit. Ultimately this will include more products and services, including online software and live workshops.
4. The Mastery Track. This is for those who want a very high level of success in their businesses. It will include in-depth coaching programs designed to accelerate the ability to grow your business.
5. The Certification Track. This is for those who want to be licensed to use my materials and be coached at an even higher level to be Action Plan Marketing Coaches. This program is already in place (yes, I got ahead of myself!) and there are now 36 coaches working around the world.
My goal is to roll out this new business model completely by mid September. It will include a newly designed web site and many new ways to use Action Plan Marketing as a resource to grow your business.
As I put things in place, I'll keep you posted, but in this eZine let me get a little more into Sean's ideas. One of the brilliant parts of his presentation was demonstrating the parallels in various systems we are already familiar with.
For me, the best one is the martial art of Karate.
When you start as a Karate student you start with a white belt. Everyone starts there. You then progress to different colored belts - yellow, green, brown and then black. And the black belt has ten stages (1st Dan to 10th Dan).
When you go to join a Karate School, the instructor doesn't ask you, "Which color belt would you like? Green is very fashionable these days!" No, you get a white belt that indicates you're a beginner. And as you progress in your skills and pass certain tests, you earn the next colored belt.
Sean realized that it would make a lot of sense to offer the same kind of levels with business services as well. Before a client or customer can buy the second or third-level programs or workshops, they needed to buy (and consume) the first level program or workshop.
This approach has many advantages.
- First, it increases the chances that your clients will actually get results. Too many people buy advanced programs and are unable to implement them because they haven't yet mastered the basics.
- Second, it enables you as a professional service provider to work with clients at increasingly complex and interesting levels. It's more involving and rewarding to work with black belts than it is with white belts.
- Third, the higher, more advanced levels are ultimately made available to fewer people, but at a higher price. Subsequently you end up earning more by working with a smaller number of people.
I don't know about you, but by restructuring my business this way, I'll accomplish my primary marketing objective more effectively: More independent professionals who are able to consistently attract more clients and grow their businesses.
The More Clients Bottom Line: Ask yourself if you can adopt Sean's model to your own business. Can you offer basic, intermediate and advanced programs at increasing levels of complexity and value?
How have you structured your business model? Please share on the More Clients Blog.