Page 82 - Duct Tape Marketing

Create Products and Services for Every Stage of Client Development

instances, you can get strategic partners to add valuable products and
services in exchange for the exposure they gain by being introduced
to your clients.

Offer Levels of Service
One way to extend your service offerings is to offer gold, silver, and

bronze service levels that allow clients to purchase a particular level for a
certain price. Some businesses find that they can offer group programs
at a different level of price than individual programs. Another take on
this strategy is to take larger, more complicated service offerings and
break them into logical parts.

License Your Knowledge
Many successful small business owners have found that they can

ultimately increase their product offerings by allowing other busi-
nesses to learn their success formulas. This is particularly effective
in vertical markets. If your dry-cleaning business has cracked the
code for growing repeat business, there may be a market for hundreds
of other dry-cleaning businesses that want to learn your secret. The
opportunities that come forth by this type of industry leadership are
generally astounding and well worth the effort to develop this type
of offering.

Write a Book
Matthew Kounkel of Kounkel Chiropractic in Leawood, Kansas,

learned that writing his own book, You 1.0, allowed him to market
through different mediums not previously available. By being a pub-
lished author, he gained instant credibility and access to potential
radio spots, newspaper features, speaking engagements, and other
platforms. It also functioned as a marketing tool, further cementing
why a customer should do business with him. Prospects see him as an
expert in his field (www.kounkelchiro.com).

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