Introduction:
Hey gang, I'm Jack, and in this blog I'd like to poke around the discussion of building a decent service package... Do they all work together?
Starting a business is an exciting journey, full of possibilities and potential. But in the early days, when cash flow is king, it’s tempting to take on any project or client that comes your way - even if it doesn’t align with your long-term vision and although its a quick quid, is it the right thing to do for your first year? Imagine your business as a car on the motorway, heading directly toward your goals. Along the way, you’ll almost definitely encounter plenty of hitchhikers - these will be opportunities that seem appealing but might take you off course and off focus from the bigger picture. It’s important to recognise when to say no. After all, whilst picking up that hitchhiker might be an interesting detour, it won’t help you reach your destination and will stall you from getting to where you need to be. Set your boundaries early, and stay focused on the path that leads to your success - trust me, new exciting avenues will turn up if you keep going.
Define your vision and mission:
Your vision and mission are more than just statements - they’re the heart and soul of your business. They should guide every decision you make, from the clients you take on to the services you offer. But just as important is the tone of voice you use in your brand. In today’s market, personalisation is key and people are starting to get a bit tired of commercialised businesses. Many small businesses, especially in industries like health and wellness, fall into the trap of using "we" and "us," even when there’s only one person behind the brand. While it might 'seem' more professional, this approach can create distance between you and your clients. Instead, embrace your individuality and speak in first person, after all if its health and wellness your interested in and that's all about relationships and socialising so be there for your client and support them as you. Let your clients connect with the real you - it’s your personal touch that will make your brand stand out.
The pitfalls of overlapping services:
When you’re passionate about your work, it’s easy to want to offer everything to everyone. But too many similar services can confuse your clients and weaken your brand. It’s like offering the same product in different packaging - why should a client choose one over the other? Instead, let's think strategically about how each service fits into your client’s journey. By placing your offerings within a specific category, you create opportunities for ongoing work. For instance, in the health and wellness industry, clients are often looking for continuous support to improve their lifestyles. By offering a series of services that build on each other, you not only meet their needs but also create a path for them to follow. This approach helps retain clients and ensures they always have a reason to come back to you. just as important as getting that client initially, is trying to keep them on as a retained payee - after all, they are already convinced you're the answer so think of something they need and support them.
Creating a cohesive service package:
Time is your most valuable asset, and how you spend it should reflect your priorities in that. You can only work so many hours in a week, so it’s crucial to structure your services in a way that aligns with your life and business goals whilst putting the most valuable offering at the top. Start with a clear understanding of what each service is worth to you. If a service isn’t viable, consider automating it or turning it into a passive income stream so it can tick over when you are not around. If it doesn’t serve your long-term goals, don’t be afraid to cut it and if it's not making you the money you need, why do it? Building a cohesive service package is about more than just avoiding overlap - it’s about creating a set of offerings that complement each other and provide value to your clients at every stage of their journey. Set your boundaries, be clear about what’s viable, and build for the future.
Specialisation is your superpower:
In the crowded business world, specialising in a niche area isn’t just a strategy, it’s a superpower. It’s easy to look at competitors and feel like you need to offer everything they do. But just because someone else isn’t succeeding doesn’t mean you won’t. What sets you apart is your unique approach, your dedication, and your hunger to make it happen. Specialisation allows you to become an expert in your field (a specialist not a generalist), offering something truly unique to your clients. Remember, success starts with you. Focus on what you do best, and don’t be afraid to put your stamp on it. Your passion and commitment are what will drive your business forward. I've seen all types of entrepreneurs and the key attribute to have is motivation.
Aligning services with the client journey:
Your clients are on a journey, and your services should guide them at every step. But what happens after they’ve completed a service with you? Do you have something more to offer? A well-thought-out service package anticipates the next step for your clients, ensuring they always have a reason to come back. Whether it’s a more advanced program, a maintenance plan, or ongoing support, aligning your services with your client’s journey keeps them engaged and loyal. This approach not only meets their evolving needs but also builds long-term relationships that are essential for sustained business growth. How might we look to retain clients? through automations, processes and follow-up's of course. Give them answers and challenges that they can ask more about.
Anchoring your services to you core vales:
Your core values are the foundation of your business, shaping everything from the services you offer to how you interact with clients. Many businesses overlook this aspect in their brand identity, but knowing your values is crucial. It informs where your audience is, what services you believe in, and how you can best support your clients. When your services are rooted in these values you can then create a consistent and authentic experience that connects with your clients and builds trust. This authenticity not only attracts clients but also keeps them coming back, knowing that your values align with theirs. So, they start to trust and believe in you as the person on knowledge within their industry.
A refined service package:
Building a refined service package isn’t about offering everything; it’s about offering the right things well. By staying true to your vision, mission, and core values, and by carefully designing services that complement each other without overlapping, you can create a powerful, cohesive offering that meets your clients’ needs and supports your business growth. Remember, your strength lies in specialisation - focus on what you do best, and success will follow.
Call to Action: If you’re ready to refine your brand and services, contact me for a Brand Identity Workshop. Let’s work together to ensure your offerings are aligned with your vision and positioned for success.
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