If you’ve listened to past chapters of the Business Brief, then you know that it’s important to market your products or services not by listing out their features, but by framing them as an opportunity. More specifically, an opportunity for your prospective customer to experience a transformation. You are selling them a new opportunity to overcome a problem that no one else has yet been able to solve for them.
When marketing a new opportunity, your focus should be on offering two specific types. The Opportunity Switch and the Opportunity Stack.
Your customer has been searching for a desired result and currently they are trying to achieve it through some other method. Your goal is for them to abandon that method and use yours instead. This is the Opportunity Switch - a complete paradigm shift.
Let’s say for example that you are marketing a new 3-day in-person interview and interrogation course. What you might offer is a low-priced introductory online course that demonstrates why the old method is ineffective and how yours will give the prospect greater success in the interview room.
Now that your prospect has become a customer by purchasing your introductory offer, you can now upsell them on other products that add value to the paradigm shift you’ve already given them. This is the Opportunity Stack. Using the same example I used before, this is likely the right time to pitch them on your in-person course.
Once you have the opportunity dialed in, you can continue to pitch higher priced Opportunity Stack offers such as an online masterclass, a mastermind group, or a consulting package where you evaluate recordings of their interviews and provide feedback.
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