Jayna Pettersen teaches you how to take your done-for-you services or coaching programs and "productize" your service, essentially expanding your suite of offers in your MemberVault Marketplace. 

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Full Episode Transcript

In this lesson, I want to share with you how to productize a service within your MemberVault. And so a lot of times we are service providers, coaches, consultants, we have an area of expertise. And we may have a high ticket offer or program that's very time intensive for us to provide.

And we want to add to that some lower ticket items that are Do It Yourself products that are ongoing evergreen products that you can sell one to many, it really increases your overall reach your impact, and it preserves your time, especially once all your time slots are full for your higher ticket products.

And so I want to give you lots of ideas here on how to productize your service. Sometimes we have to get out of our brains a little bit. And so what I'm going to be doing at the end is giving you lots of examples of how to do this and how I've helped some of my clients do this with their offer suite.

So first thing I want you to do is whatever your service is, I'd like you to slow it down and write it out in a bullet list how you approach helping your clients, students, mentees, coaches, whatever you call them, with the service that you provide, what is your process and try to explain it as if you're explaining it to a five year old, because that is going to be the only way where you're going to simplify it enough and make sure you're not least you're not leaving out anything or have any gaps in your process.

And then share that with someone else who can look through it and go, Wait, I'm seeing a gap here. Because we really want to annotate it as best possible so that you have some ideas to work with.

Once you have your whole process written out like this, the things that you ask them the processes that you use, I want you to think through what tools or techniques do you use to draw out the information from your clients to get what you need in order to do your service.

Because somewhere in those tools and techniques, there's probably some things that you could create, that someone could use on their own without your help. And that's what we're trying to get to when we productize a service, how do you remove yourself from the equation, but the only way to do that is to annotate the process and then pull out those tools and techniques that you use all the time.

The next thing I want to do is go through a series of self coaching questions to get you to think through this very deeply. Could your audience make an immediate decision to jump on your service offer? If not, what would help prepare them or ease their top three objections?

So first, you need to know your audience well enough to know their three main objections to jumping on your higher ticket service. What might those be? And how could you prep them for a quicker ascension into your higher ticket service. And that's also going to help you break down that service to something DIY that they might be able to do on their own.

Another thing that I want you to think through is how can I create or what could I create to kind of grease the wheels to help them to be super successful in my ultimate offer before they ever opt into it.

And so think of it as a value offer suite where you are ascending them gradually through steps to a higher level service, not everyone will opt into that higher level service, or coaching program or all done for you service. But we want to grease the wheels and prep them so that if and when they do opt in, it is effortless on their part is they're ready, they're coming to you very warm and even hot because of the pre work that you've taken them through.

You filled any background knowledge that they might need, you've helped them with the lingo. You've helped them understand the terminology and the process that you're going to be working them through.

So think through some of those things that will help you to productize your service, another self coaching questions, how could I do the same offer but maybe have three different tiers of service with that offer by bundling them together, for example, maybe a DIY version for them to do on their own a workshop slash group Q&A session. So it's not one on one with you but it's more in a group fashion or a pre recorded workshop where you walk them through the the content that they'll need.

Maybe it's a starter kit to prep them for the done for you service, or maybe a workbook only of some of the things that you would walk them through when you have them as a client doing your done for you service. How can you give them just a slice of your one to one service or coaching experience? Maybe you coach people one on one and you want them to just experience one transformational piece of your process. What's the most powerful, popular piece of your process, the most popular maybe do an eight week coaching program. Which one?

Do you get raving reviews about of those eight coaching sessions in your one on one service? How can you pull out just a slice of that and offer that to your audience? And how can you do it by removing yourself from the process? Could you do a video and then a workbook or a series of worksheets or something to for them to go through it on their own to get that experience? And then say, if you like this experience, hey, check out my eight week program. How could you do in a group format what you usually do one to one, this isn't necessarily new.

But sometimes we get you know, if we're coaching or working with people one on one, or even doing a done for you service one on one, how could you do it in a group format, where it's like a co working session, or a workshop or boot camp or something like that, where it's more of an experience with many people, because that's going to conserve your time.

And then hopefully, you can record that session, and productize your service. So we're just constantly repurposing any content that you are putting out and doing it one too many. And making it a standalone offer that people can go through on their own. I want you to think about wrapping up client stories into case studies that share the process and the transformation and results. And you can actually sell your case studies detailing how people have done things.

This is a great lead into with any of your content market strategy with blog posts, podcasts, videos, YouTube channels, things like that, where you're sharing those client stories, but pulling them all together into a single resource could be something that you could sell. And it gets them excited about the done for you service down the way that they're really wanting.

Another thing that you can do say you do your service, so well maybe you even become an agency. Think about doing a train the trainer certification program that includes all the text swipe templates, and behind the scenes, standard operating procedures that you you take people through, and the setup of whatever you do to help other people who want to start a business to be very successful in this pathway as well. So that's an even another way at a higher level, to productize your service for those who want to be peers with you doing the same services that you offer.

So now I promised you that I would give you lots of examples. So these are from different clients that I've worked with over the years. The first one is fitness professional, I'm working with a client she has a 12 week group coaching program. And she helps fitness professionals who are have yoga studios, gyms, Fitness Trainers, wellness professionals who typically are in their own, you know, gym or studio but have been shut down due to COVID. And now they're trying to figure out a way to make money online and they've never worked in the online space at all.

So her 12 week group coaching program helps them to transition their their brick and mortar business to the online space, get traction and create their signature program come up with their webinar or workshop and send them into their signature product. And usually it's a coaching program themselves.

And so she turned this into, she offers newsletter templates that are all fitness professional related, so she productized her service that way. But also when we were looking at our 12 week group coaching program, we looked at ways to pull out the areas that people were getting stuck on and just taking forever moving through the 12 week program, they'd go really quickly up through about week eight, and then they get stuck.

So we talked about where are they getting stuck? And how can we pre grease the wheels to get them through that a little more quickly. Part of it was helping them understand online marketing the different phases of online marketing all the language around online marketing the vocabulary that they needed to be able to understand. And also give them lots of examples and ideas and pre set up their their email systems and pre write their email sequences.

You know some of those things that they would just get to the point where they're selling their thing, but they don't have the back end work done. So productizing the service meant pulling out of that 12 week group coaching program, a pre course that was a standalone DIY product that hit on each of the things but mentioned and gave that little breadcrumb trail of mentions to her higher level product. These are the things you're going to need to know to do really well in my group coaching program, so she kind of mentioned it along the way.

So another example would be for I've worked with some nutritionists, some keto wellness professionals who are productizing their coaching service working one on one with clients to do meal planning to take those meal plans to a whole new level and to package them as standalone products, along with a micro course and with a paid challenge, so she's just pulling out pieces of what she walked her one on one clients through, and then saying, How can I offer this one to many? How can I come up with meal plans for breakfast, lunch, dinner, holidays, drinks, appetizers, desserts, and sell those as packages.

And I think she did a standalone tripwire offer which was just like a seven day meal plan for the seven days all the meals. And then another one was like a membership where people could do month over month.

Another option for you I worked with a Christian comedian. And of course, all her speaking gigs were canceled due to COVID. And so she came up with an offer. She is fantastic with coaching people to write their best keynote speech. And so she has productized her service really her her speaking career by creating products that help other authors and speakers either launch their books, or launch their speaking career and how to get that going. And then she called it dreaming to doing which is fantastic.

Another one, I work with an online marketing agency who helps many people to create their funnels. Usually they they are launching a course or membership or something or big ticket group coaching program. But they pre launch it with a challenge, a summit, a quiz or a webinar to workshop funnel.

And so what she did is worked with me to go how can how can I get some products into my you know, my MemberVault getting getting people ready for the higher level things that we're going to take them through. And so for her clients, it may be all included in their package deal. But for people who aren't quite ready for her service, she can down sell them to just that product of teaching them how to run a successful challenge or a quiz or whatever to to ascend them into those higher level products. So that's how she has productized her service.

So I'm working with another retired pastor, and he he spent a lifetime in ministry has a ton of wisdom and has helped many, many people. He also was the former president of a Christian University. And so he is helping people in their second half of life to reclaim that dream within them and to see it to fruition. And so he he is teaching this to one on one coaching clients. But I'm working with him to pull out what could be a do it yourself course, before people work with you or to ascend them into your coaching program, maybe or maybe they can't afford the high ticket coaching program. So this could be a standalone course for them.

And the beauty of MemberVault is you can create it once and duplicate it and pull it into a separate product to make it that standalone course. And then if they do decide to ascend, he could easily offer them a coupon code to decrease the price from the high ticket coaching since they already have the course.

Another example of this with a copywriter who does done for you copywriting services, one to one. She's a mom with young kids finding that her time is very valuable and getting pulled and fragmented in many pieces.

And so what she did was pull together a low ticket offer, teaching people how to write their own copy by taking that sales page, breaking it into 15 different components. And then walking you through the process with templates with teaching videos, with example pages, teaching you how to write that sales page, not from top to bottom, but from easiest to most difficult, which I just thought was genius because we just get stuck, sometimes doing the most difficult pieces first, which might be that headline or whatever.

And so she's giving lots of examples. She's giving you the templates, the tools, the resources, but she's literally talking you through her process that she does with her high ticket done for you service clients. So that is how she is productizing her service makes a great down sell if people aren't quite ready to hire you. But just a really great way for her to earn some extra income.

Another way to productize your service maybe you are going from custom proposals or a done in a day service to productizing that and making it open and accessible for everyone at a lower ticket price. So I started out my business doing high ticket courses signature courses membership sites set up.

Big ticket coaching programs set up so I write up these custom proposals, it'd be 1000s of dollars, or I do a done in a day service with MemberVault. But what I was finding is that I truly, genuinely enjoy working with the bootstrapping entrepreneur, because that's where I started out. And I understand the budgets are tight and COVID, hit sideways. So keeping that in mind thinking through how can I make this accessible for other people.

So I created my Video Vault, just with I talked my friend into Hey, get a MemberVault, you know, and I'll set it up from scratch for you. But I'll record myself as I do everything, just as if I was doing it for my high ticket clients. And so that's how my Video Vault was birthed. And it's like, hey, do you want to get this at a fraction of the cost and do it just as well as I do? Go get this because it's a lot cheaper, you know. So it's a great way if people are struggling with the price point of the done for you services to productize it somehow. And I did that through video tutorials.

You could also do that with templates. If you're a graphic designer, you could offer Canva templates, you can offer, you know, think of swipe copy templates, you're templatized in your service that you do one on one. And then the last example that I'm going to share with you is my daughter does done for you processes. And she she writes up business SLP so that they can accelerate and replicate their business when they're launching a new a new office or something like that.

And so she's done that both locally for a remodel company that remodels, kitchens and homes. They wanted to replicate their process and start a new branch. And so she came in and and you know, documented all their SLP's. But once she did that she has made lucid charts, or you could use draw.io to map out a process and to replicate it and she can actually now she wouldn't sell that companies, you know, stuff, but she could take any process that is typical across many different businesses and map it out and sell that as a product.

You know, if she were to do a consistent type of business, where she's helping them map out their SLP so think really deeply like how can you productize your service to reach more people broaden your reach and have a more of a suite of products across that price spectrum. Hope that helps.

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• [Transcript] Optimize podcast episode 11: Jayna Pettersen