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 or events change—for whatever reason—and our core BVFLS services are not in high demand, we may think we have nothing else to offer … nothing else to complete … nothing else to perform.
And 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 next two quarters.
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 am on a mission.
I want to make a difference in your practice.
Not just to get you through this time or event … but to future-proof your practice against any uncertain economic times.
And to do that, recalibrating your services is Plan A.
(There is no Plan B.)
How will you accomplish 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 you create a Minimum Viable Service that will future-proof your practice for times when people don’t want or need or can’t afford your higher-priced BVFLS service.
So what is a Minimum Viable Service?
And how do you create one?
What is a Minimum Viable Service?
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 you 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 a MVS.
Another way to create a MVS is to audit your skills, knowledge, experience, education, and training from your work history. How can you provide value today with a service you provided in a previous life or project? Then, bundle the service and deliver that value as a 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, Rod?
Because I have already created a clear plan to get you from where you are to where you want to be!
Because I’ve learned (the hard way) that it’s not just a matter of creating a MVS.
Because you also have to package and market and sell your MVS.
And 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 of a MVS—so that you can rebound in the next two quarters … and beyond.
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, here are the details you need to know.
Here’s the program:
Let’s unzip the 3 segments and 9 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 works:
- There is 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 is completely live.
- There are three 3-week sprints covering the Create, Market, and Sales modules.
- Each sprint includes 3 “working” calls and 1 weekly Q&A/catch-up call, if needed.
- Calls last between 45-90 minutes.
- All calls are 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 are stored in Dropbox so you will have permanent access to the materials.
- You have access to me via email or text message throughout the program AND for 30 days thereafter.
- Plus get peer support in a private 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 3–4 hours a week to dedicate over the next 9 weeks.
Important to know:
This continues to be a pilot program, and I am looking for more 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 practitioners who can implement, test, and give feedback. 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 what it will do for you:
#1. Instead of your traditional BVFLS services marketing being ignored or feeling irrelevant, your MVS will be a lifeline for your prospects to hang onto. Your MVS will open more doors, and you’ll be able to more easily generate leads.
#2. A MVS gives prospects options that can change prospects’ mindsets FROM “Do I want to work with you?” TO “How do I want to work with you?” Options like that are powerful! And make you the hero!
#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, e.g., a suite of MVSs. And you get the reputation for being a solution provider.
#5. I will guide you throughout the program, and the process (along with group accountability) 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 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 $49/month value) through March 2021.
- 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 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.
I participated in Rod’s MVS Program. My partner and I found it to be extremely valuable, and it enabled us to advance a service line that we’d been talking about for over a year. With Rod’s support, we’re finally doing it.
In addition to helping us develop a framework for launching an MVS, I found the program useful in thinking about our valuation practice. It gave us new ideas for marketing and selling our core services as well as new ones.
I highly recommend the program … it’s already paying dividends for us.
Shannon Lowther, CFA, ASA, ABV | Managing Partner | Central Pacific Valuation
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 only move that matters now is your next one.
If you want to do the same things that every other practitioner is doing—and have been doing for years—then I can’t help you.
But if you’re willing to take a hard look at your business model and realize you need to make changes so that you can get better—then I can (and will) help you.
I hope to see you inside the MVS program!
Finally, if you are all good on the practice development front, then maybe this is an opportunity for someone else at your firm.