How To Design Your Signature Program
Are you selling your time by the hour, or by a fixed term such as a 3 month or 6 month program?
By selling your time you’re actually giving potential clients a reason to negotiate what they think they need. This can result in negotiating your fees, which can then compromise satisfying your client’s overall needs.
When I was consulting a few years ago I began by charging by the hour, and then by the month. I quickly learnt that the best way to price and package my services was by the project.
I would put together a proposal based on the requirements of the work and the results I would deliver. This moved the focus in the client’s mind to how I could solve their issues, rather than how much I was worth on an hourly basis.
If you price and package your services by selling the client results or a desired outcome, you will change your entire business for the better. If you’re not already doing this in your business, then I encourage you to give this some thought.
To create your own signature program, start to think about the end result for your client and start to reverse engineer the steps they have taken to achieve those results. Perhaps you have a previous client you can model this on, if not then imagine the steps an ideal client would need to take.
Map the steps out in detail on individual post-it notes and include the following when designing your program:
1/What the step is about? What is the benefit to your client of completing this step?
2/Do you have an example or story that demonstrates this step?
3/Have 1-5 key learning points that you take the client through as part of your step
4/ What assignment, action item or exercise do they need to complete to integrate this step into their transformation
5/What resources or tools can you provide to support this step?
Once you have these details you can then work out how much time each step will take.
You’ll then need to price your program by thinking about what the value is to the client to achieve this particular result.
Finally when you have your price, work out your numbers so that you can determine whether you can achieve your income goals based on selling your program. For more information on setting your prices check out my Setting Your Pricing post.
I’ve worked with coaches, personal trainers, therapists and other service related businesses who have taken my 7 step process to create their own signature program. Once they have a signature program they are clearer on what they’re selling to their prospects and this tends to results in increased sales to the right clients.
If you’d like some help to create yours then e-mail me at email@example.com and I’ll send to you some further information.
Here’s to your success!