VALUE OFFER: CREATING YOUR GRAND SLAM OFFER PART II: TRIM & STACK Flashcards
IMPORTANT
Without a valuable product or service,
the rest of the book won’t be as actionable.
after covering all the problems we are going to solve, the second half of making your offer is
breaking down tactically what we are going to do/provide for our client.
if this is your first Grand Slam Offer, it’s important to over-deliver like crazy
over-deliver like crazy
You want them to think to themselves,
“I get all this, for only that?”
In essence, you want them to perceive tremendous value.
Sales to Fulfillment Continuum Chart
In order to best absorb the notions of trimming and stacking, we need a
mental reframe.
Enter the sales to fulfillment continuum.
If you lower what you have to do, it increases
how hard your product or service is to sell.
If you do as much as possible, it makes your product or service
easy to sell but hard to fulfill because there’s more demand on your time investment.
The trick, and the ultimate goal, is to find a sweet spot where
you sell something very well that’s also easy to fulfill.
what does “Create flow. Monetize flow. Then add friction” mean?
generate demand first.
Then, with my offer, I get them to say yes.
Once I have people saying yes, then, and only then, will I add friction in my marketing, or decide to offer less for the same price
Step #4
Create Your Solutions Delivery Vehicles (“The How”)
The next step is thinking about
all the things you could do to solve each of these problems you’ve identified.
This is the most ________ ______ in this process. This is what you are going to
important step;
deliver. This is what you are going to do or provide in exchange for money.
For the purposes of _______ ________ ______
think about
keeping creativity high (divergent thinking);
anything you could possibly do.
Think of all the things that might enhance the value of your offer. So much so that
they would be stupid to say no.
Ask yourself what could you do that
someone would immediately say, “All that? Seriously? Yes, I’m in.”
Doing this exercise will make your job of selling
So. Much. Easier.
What if you come up with something you’re not actually willing to do?
it’s okay.
The goal here is to push your limits and jog your brain into thinking of a different version of the solution you’d normally default to.
Reminder: You only need to
do this once.
Literally one time for a product that may last years.
This is high-value, high-leverage work. You ultimately get paid for thinking.
Problem: Buying Healthy Food Is Hard, Confusing, and I Won’t Like It
(ONE ON ONE SOLUTION)
- In-person grocery shopping, where I take clients to the store and teach them how to shop
- Personalized grocery list, where I teach them how to make their list
- Full-service shopping, where I buy their food for them. We’re talking 100 percent done for them.
- In-person orientation (not at store), where I teach them what to get
- Text support while shopping, where I help them if they get stuck
- Phone call while grocery shopping, where I plan to call when they go shopping to provide direction and support
Problem: Buying Healthy Food Is Hard, Confusing, and I Won’t Like It
(SMALL GROUP SOLUTION)
- In-person grocery shopping, where I meet a bunch of people and take them all shopping for themselves
- Personalized grocery list, where I teach a bunch of people how to make their weekly lists. I could do this one time or every week if I wanted to.
- Buy their food for them, where I purchase their groceries and deliver them as well
- In-person orientation, where I teach a small group offsite what to do (not at store)
Problem: Buying Healthy Food Is Hard, Confusing, and I Won’t Like It
(ONE TO MANY SOLUTION)
- Live grocery tour virtual, where I might live stream me going through the grocery store for all my new customers and let them ask questions live
- Recorded grocery tour, where I might shop once, record it, then give it as a reference point from that point onwards for my clients to watch on their own
- DIY grocery calculator, where I create a shareable tool or show them how to use a tool to calculate their grocery list
- Predetermined lists, where each customer plan comes with its own grocery list for each week. I could make this ahead of time so they have it. Then they could use it on their own time
- Grocery buddy system, where I could pair customers all up, which takes no time really, and let them go shopping together
- Pre-made, insta-cart grocery carts for delivery, where I could pre-make insta-cart lists so clients could have their groceries delivered to their doorstep with one click
Now do this for all of the
perceived problems that your clients encounter before, after, and during their experience with your service/products.
(You should have a monster list by the end of this.)
What’s the “delivery cube?”
Alex’s “cheat codes” for product variation/enhancement and a visual to break down the process for you from my consulting deck
Delivery Cube photo
Delivery Cube List
- What level of personal attention do I want to provide? one-on-one, small group, one to many
- What level of effort is expected from them? Do it themselves (DIY) - figure out how to do it on their own; do it with them (DWY) - you teach them how to do it; done for them (DFY) - you do it for them
- If doing something live, what environment or medium do I want to deliver it in? In-person, phone support, email support, text support, Zoom support, chat support
- If doing a recording, how do I want them to consume it? Audio, video, or written.
- How quickly do we want to reply? On what days? During what hours? 24/7. 9-5, within 5 minutes, within an hour, within 24 hrs?
- 10x to 1/10th test. If my customers paid me 10x my price (or $100,000) what would I provide? If they paid me 1/10th the price and I had to make my product more valuable than it already is, how would I do that? How could I still make them successful for 1/10th price? Stretch your mind in either direction and you’ll come up with widely different solutions.
In other words, how could I actually
deliver on these solutions I am claiming I will provide.
Do this for each problem because solutions from one problem will give you ideas for others you wouldn’t normally have considered.
Remember, it’s important that you solve
EVERY problem.
I can’t tell you the amount of times one single item becomes the reason someone doesn’t buy.
Step #5:
Trim & Stack
Now that we have enumerated our potential solutions, we will have a gigantic list. Next, I
look at the cost of providing these solutions to me (the business).
I remove the ones that are high cost and low value first.
Then I remove low cost, low value items.
If you aren’t sure what’s high value, go through the value equation and ask yourself which of these things will this person:
- Financially value
- Cause them to believe they will be likely to succeed
- Make them feel like they can do it with much less effort and sacrifice
- Help them accomplish their goal and see the result they want with far less time investment.
What should remain are offer items that are
1) low cost, high value and 2) high cost, high value.
The next question (after the example of moving in with someone to help them solve their problem and charging them millions of dollars) becomes,
is there a lesser version of this experience that I can deliver at scale?
Just take one step back at a time until you
arrive at something that has a time commitment or cost you are willing to live with (or, obviously, massively increase your price so it becomes worth it for you — i.e., the gazillion dollars to live with someone).
If there’s one type of delivery vehicle to focus on, it’s
creating high value, “one to many’’ solutions.
These will be the ones that typically have the
biggest discrepancy between cost and value.
These types of solutions require a high,
one-time cost of creation, but infinitely low additional effort after.
(This is exactly why software becomes so valuable).
Many of the “one-to-many” solutions require more ___ ______ ______. Once created, however they become assets that _______ ________ ____ ____________.
up front work; create value in perpetuity.
Let’s summarize this before we configure our high value deliverable:
step 1: we figured out our prospective client’s dream outcome
step 2: we listed all the obstacles they are likely to encounter on their way (our opportunities for value).
step 3: we listed all those obstacles as solutions
step 4: we figured out all the ways we could deliver those solutions
step 5a: we trimmed those things down to only the things that were the highest value and lowest cost to us
all we have to do now is…
step 5b: put all the bundles together into the ultimate high value deliverable
what is the bundle format for the high value deliverable?
problem -> solution wording -> sexier name for bundle
then, underneath is the delivery vehicle list (what we’ll actually do or provide)
what’s an example of the high value deliverable format?
Buying food → How anyone can buy food fast, easy, cheaply → Foolproof Bargain Grocery System… that’ll save hundreds of dollars per month on your food and take less time than your current shopping routine ($1,000 value for the money it’ll save you from this point on in your life)
- 1-on-1 Nutrition Orientation where I explain how to use…
- Recorded grocery tour
- DIY Grocery Calculator
- Each plan comes with its own list for each
- Bargain grocery shopping training
- Grocery Buddy System
- Pre-made insta-cart grocery carts for delivery
- And a check-in via text weekly
The bundle does three core things:
- Solves all the perceived problems (not just some)
- Gives you the conviction that what you’re selling is one of a kind (very important)
- Makes it impossible to compare or confuse your business or offering with the one down the street
Now, while we have our final deliverable, it’s unlikely that ____ _________ _________ ____ ____ _______ _____.
why?
present it in this way;
depending on whether we sell to one or one to many, we would present this differently.
we went through this entire process to accomplish which single objective?
to create a valuable offer that is differentiated and unable to be compared to anything else in the marketplace.
we are selling something unique. as such,
we are no longer bound by the normal pricing forces of commoditization
prospects will now only make a _______ _______ rather than a ________ _________ decision on whether they should buy from us.
value based, price based
now that we have our core offer, the next section will be dedicated to
enhancing it
how are we going to enhance our offer?
using a combination of psychological levers: bonuses, urgency, scarcity, guarantees and naming
