Looking back on our history of providing “traditional” BVFLS work, we’ve enjoyed the long-time luxury of complacency.
And basically, we’ve gotten by—even flourished—by providing services that are primarily:
- Offered all-or-nothing (we only market/sell a core BVFLS service);
- Completed one-to-one (we can’t work on Client B at the same time we work on Client A); and
- Performed once-and-done (no recurring revenue).
The ramification is that when times change—for whatever reason—and our core BVFLS services are not in high demand, we likely have nothing else to offer … nothing else to complete … nothing else to perform.
As a result, we worry as the stress of an evaporating backlog and a non-ringing telephone mounts.
Many practitioners I talk to are focused on surviving through the rest of 2020.
I hope that’s not you.
But if you are worried, please keep reading.
[Note: Times or events “like these” are known, knowable, or foreseeable. Think of the Dot-com Crash of 2000-2001. And the Great Recession of 2008-2009. And that every US president since Ronald Reagan has dealt with an epidemic of some sort. Crises are scaling up, and not in a good way.]
I want to help.
And make a difference, if I can, in your practice.
Not just to get you through these times … but to future-proof your practice against any uncertain economic times.
And to do that, recalibrating your services is Plan A.
How will you do that?
Prospects won’t buy if they don’t see a future with you.
So imagine that a talented, tenacious “hot shot” occupied your Herman Miller chair right now.
When it comes to recalibrating your services, what would they immediately begin doing or doing differently?
So that prospects would see a future with you.
Well, they might suggest creating a Minimum Viable Service that will future-proof your practice for times when people don’t need, say, an $8-10k BVFLS service.
So what is a Minimum Viable Service?
And how do you create one?
What is a Minimum Viable Service?
Let’s get started with an analogy.
Think of your practice as a smartphone … it encompasses everything you do. Right now, you might be positioned (or pigeon-holed) as if your final BVFLS work product is the only thing you do … and that’s a problem.
A MVS is like an app on your smartphone and used in special situations, when needed. Something that if a prospect or client called you and said, “I need help solving X problem,” you could (figuratively) say, “I have an app for that.”
Even though that app is not something you currently mention on your website or LI profile or in conversations with prospects, clients, and referral sources. Because you never thought to mention it … until now.
How do I create a Minimum Viable Service?
One way of creating a MVS is to examine where you deliver value in your traditional BVFLS services today. How does that work stagger your audience by its quality, originality, and value? Then, unbundle what you are already doing and deliver that value as an adjacent MVS.
Another way to create a MVS is to audit your skills, knowledge, experience, education, and training from across your entire work history. How can you provide value now with a service you provided in a previous life or project? Then, bundle the service and deliver that value as a contiguous MVS.
Either way, your MVS falls within your existing wheelhouse of capabilities … something you do now or have done in the past.
This sounds easy – why do I need you?
Of course, it’s not just a matter of creating a MVS.
(If it were easy, every practitioner would be doing it, right?)
Because you also have to package and market and sell your MVS.
Packaging, marketing, and selling are probably not your strong suits.
So now what?
I’m starting a new program in a few weeks to help with these issues—the creating, packaging, marketing, and selling a MVS—so that you can rebound in the second half of your year.
Does this look interesting and valuable to you?
Because I am looking for a handful of opportunity-oriented BVFLS professionals to work with.
If that’s you the nitty-gritty details follow.
Here’s the program:
Let’s unzip the segments and modules:
Weeks 1, 2 & 3: Create
- Discover Your Fix is pinpointing the top challenges (or opportunities) faced by your prospects and identifying the “eye-level” tactics that can fix their specific problems (or scale their favorable circumstances) in a short period of time.
- Unpack Your SKEET (skills, knowledge, education, experience, training) is looking at the things you already do or that can be resurrected from your past and applied toward helping your prospects execute those tactics.
- Build Your MVS is choosing one idea (for now) that will be the cornerstone of your marketing and selling efforts and show your prospects (and clients and referral sources) that you are hyper-relevant in the current environment.
Weeks 4, 5 & 6: Market
- Map Your Message is matching the unique solution your MVS provides to the problem- or opportunity-mindset of your audience and showing them how it will move/take them from where they are to where they want to go.
- Choose Your Medium is picking the best content types and platforms to reach your audience. Email and LinkedIn are obvious choices. But depending on your audience, seldom used (by us) Facebook, Instagram, or YouTube might be a good fit.
- Generate Your Leads is dialing in the frequency and mix of manual and automated marketing systems you’re comfortable with to reach your audience with your messaging on the content platforms you’ve selected.
Weeks 7, 8 & 9: Sell
- Package Your Service is positioning (and pricing) your branded MVS during those times when what your prospects really need is a straightforward solution that solves their specific problem in a short period of time.
- Shift Your Risk is understanding why prospects don’t buy and the three most common ways to mitigate the risk of hiring you so that you can make it frictionless for them to buy your lifeboat MVS.
- Upgrade Your Offer is positioning your MVS so that prospects get to see the hidden or even unexpected value of working with you … and it greases the wheels to sell your increased value, higher-priced BVFLS services.
Here’s how it will work:
- There will be an individual onboarding process before starting so that you will get the maximum value from the program.
- There are 2 seats per registration so that a key team member can join you in the program and help you create your best MVS.
- The program itself is completely live.
- There are three 3-week sprints covering the Create, Market, and Sales modules.
- Each sprint will include 3 “working” calls and 1 weekly Q&A/catch-up call.
- Each call will last 60-90 minutes.
- All calls will be recorded so that you can go back and watch them as many times as you need to (and in case you cannot attend a live call).
- You get all of the frameworks, templates, and tools you need to create, market, and sell your MVS.
- All of the resources will be stored in Dropbox so you will have permanent access to the materials.
- Access to me via email or text message throughout the program AND for 30 days thereafter.
- Plus peer support in a Practice Development MVS Facebook group.
Think of the program as a 60-day challenge.
But to make it work, I’d like you to be sure you have 2–3 hours a week to dedicate over the next 9 weeks.
Important to know:
This is a pilot program, and I want to get some great case studies from it before the official launch of the three-day MVS Intensive online workshop. I want to work with a small group of practitoners who can implement, test, and report back. That way, I can spend one-on-one time with you to make sure we maximize your results.
The more you implement, the more I’ll work with you.
Here’s your investment:
- $1500 USD or 2 payments of $750. You read that correctly … no upcharge for the installment plan because it’s the right thing to do.
- Bonus! You get free access to the monthly Practice Development INSIDER interviews (a $97/month value) for the rest of 2020.
- Money-Back Guarantee! Even with this great pricing and terms, I want it to be a risk-free decision for you. So sign up, participate in the course and the Facebook community for 30 days … and if it’s not for you request a refund. You get to keep all of the materials and will have learned some new skillsets in the process.
Here’s what it will do for you:
#1. Instead of your marketing and messaging being ignored or irrelevant during these times, your MVS will be a lifeline for your prospects to hang onto, and you’ll be able to more easily generate leads.
#2. A MVS gives prospects an option that can change prospects’ mindsets FROM “Do I want to work with you?” TO “How do I want to work with you?” That’s powerful! And imagine how that will make everyone feel.
#3. For as long as the current turmoil lasts, you’ll have a MVS to offer that creates positive cash flow while you continue to prospect for your traditional BVFLS work.
#4. When the next crisis occurs (and there will be another), you’ll have a framework to create another MVS that is relevant for that time.
#5. As you can see, you will be guided through a process, and it’s the process (along with accountability) that will save you time and money and lead to execution and success.
#6. This is an implementation program, not an information dump. So in this Done-With-You delivery model, you’ll leave with a packaged MVS ready to market and sell … not a to-do list.
#7. A MVS does not necessarily mean inexpensive pricing. People will pay a premium if it will get them out of a deep hole in a short period of time. One MVS sale could easily exceed the cost of the program and position you to sell your higher value, higher-priced BVFLS services.
Here’s how to get started:
- Email me if you are in right now or are interested and have questions.
- I will get back to you with the details you need to move forward.
If the current crisis has revealed one thing, it’s the importance of having long-standing client and referral source relationships to market to—and more than one service to offer them.
The practitioners/practices who are thriving right now are doing the work of recalibrating their practices to get NEW work in these times. They are putting themselves on center stage—in the middle of apprehensive prospects, afraid clients, and alarmed referral sources … and meeting their needs.
If you’re not doing this already, the only move that matters now is your next one.
I hope to see you inside the program!
Finally, if you are all good on the practice development front, then maybe this is an opportunity for someone else at your firm.