You are listening to My Freedom Grove podcast with Gretchen Hernandez, episode 182.

Welcome to My Freedom Grove Podcast, your calm space for practical help to get your dream business up and running while being authentically you and taking care of your mental health. I'm your host, Gretchen Hernandez. I'm so glad you're here!

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Hi, My Strong Friends. 

 

Here we are back in the middle of our special gratitude podcast. 

 

The month of November, I want to express a lot of gratitude for my listeners who have been listening for almost four years now. And for those of you that have recently found the podcast, and you've started to binge listen to all of the podcast episodes. 

 

Throughout the last four years, I've talked a lot about the different components of how you can start your business, how you can grow your business, and how you can optimize your business. Some of these I get a little surprised. I feel like I just talked about them yesterday. And then I look back. And it's been like two years since I've talked about things. I wanted to make sure that in this month, I give you a whole bunch all at once. 

 

THE ONE PROCESS YOU NEED

 

But here's the thing that ties it all together. The Clarity Steps, which is my seven-step process for how to achieve any goal while putting your mental health first, is the single process that you need to use to be able to do a ton of things in your business. 

 

It can help you know exactly how to help your clients get their results, it can help you to figure out what all of your products or services would be in your whole suite of offers. It can be how you do your consults, your consultation so that clients are a yes. And it can also be how you can optimize your sales funnel so that you're getting plenty of sales in a planned and predictable manner. 

 

This week's episode, we're going to dive into how you can use the clarity steps to create your suite of products and services. 

 

And then over the next two weeks, we're going to dive into the consultations and how to optimize your sales funnel. 

 

All of this comes back to the Clarity Steps. If you are unfamiliar with the clarity steps, I'm going to tell you what they are in this episode. You can also go to my website and download the free guide on how to achieve any goal while taking care of your mental health. It's going to give you all seven steps. It's also going to give you a workbook that you can work through. 

 

And depending on which podcast episode you're listening to, look at those steps through what I guide you through in the podcast because it's going to help you to do the exact thing we're talking about. 

 

Today, we're looking at creating your suite of products and services. 

START WITH CREATING REVENUE

 

And when you first start your business, you might choose to just offer one product or one service. And that is perfectly okay. It's best to get going with a minimum viable product so that you can get out there, learn how to sell it to people, and you can find the right people who actually want this product or service that you're offering. 

 

And then you can deliver it with really good quality helping them to get results. When you're really good at something, then it's a lot easier for you to sell it to people and more people are going to want it because they're hearing about other people that are getting results with it. 

 

The other benefit of just starting with one product or one service is that you create that revenue stream. Because I can tell you from personal experience, when we have too many products or services, it takes away our focus on getting really good at being able to sell that one product or service. And it definitely takes away all of that bandwidth for making improvements to that product or service. 

 

Don't spread yourself too thin. Focus on one thing first, get really good at it, create that revenue stream and then that revenue stream you might be able to afford to hire some help to help you with some of your day to day stuff. 

 

Then you can focus on creating the next product and service or optimizing the one that you have. 

 

WHAT IS INCLUDED IN A SUITE?

 

A suite of products and services refers to all of the pieces of your sales funnel plus any of those products and services that you're going to sell. Some of the things that are in this suite are going to be free and some are going to be paid. 

 

For example, all businesses tend to want to collect email addresses. So we have things that we would call either a freebie or a lead magnet. And these are things that we're giving, these are little mini-products or services. Sometimes it's a discount code, depending on what your company is offering. 

 

But these are things that are offered out to your potential clients, so that they can get a quick win. But in exchange, they're paying you with their email address. And this helps you to be able to do email marketing later on, so that you can nurture those relationships and eventually offer them products or services that would be helpful for them to achieve their goal. 

 

Those freebies or lead magnets, those are part of your suite of products and services. 

 

You might also have interactive pieces in your marketing. Most people are familiar with advertisements, being part of your marketing, maybe social media posts, Facebook Live, or a YouTube video, all of those things that are free. They're content driven. It feels like those are a product or a service, but those aren’t. Don't get me wrong, they definitely can be. Just like this podcast, this is a service to people. 

 

But when we're talking about interactive things, these are more of your middle things of a sales funnel like a challenge. So that's a way that people come, they interact with you for three, five, maybe seven days max, and they have direct access to you, they're learning from you, you're also giving them activities that they need to do every single day. That becomes part of your suite of products and services. 

 

That can be either a free thing or a paid thing. workshops and webinars, that's another one that also can be free, or it can be paid depending on how you want to use it. But it becomes part of your overall suite of products and services. 

 

You may want to offer audios where it's a meditation, or maybe it's a chapter out of a book that you wrote. That is part of your products and services suite. And then of course, all of your paid things that you're going to come up with. So these can be books, ebooks, it could be online courses, it can be memberships, it could be one on ones, it could be group programs, anything that is going to help somebody get a result. 

 

 HOW DO I COME UP WITH MY SUITE?

 

Now, how do you come up with that whole suite of products and services?

 

 Sometimes we're just kind of licking our fingers, stick it in the air and going, Oh, this sounds good. I think I'll do this. And sometimes that works. Most of the time, we find that it doesn't. And it can be so discouraging to put in a ton of effort and create something and then nobody wants it. So it works a lot better if you create things that people actually want. 

 

It's also possible that you might have a product or service that is really, really good and people want it. And then they get in and they find that they're ill equipped to actually do that product or service. Because it turns out that they needed to have a certain amount of knowledge or skill sets before they could even do your product or your service. So it was like a prerequisite.

 

If we think back to being in school, and you wanted to advance to the next grade, or the next course in college, oftentimes there were prerequisites, what do you already have to know or have a demonstrated skill before you qualify to be in this. 

 

When you have a product or service, you might have some pre-qualifications for the people so that they can have a really good experience using that product or service. 

 

What happens when people come to you and they're not qualified? 

 

Well, one thing that you could consider, and only if it makes sense in your business, is to offer a separate product or service to help develop them in those prerequisites. 

 

This is somewhere where you're getting them ready. It might be just something really, really small. That gets them the knowledge that they need, or develops the skill that they need so that then they have a lot of success coming into the bigger thing. These things together form a value ladder. 

 

A value ladder is if you imagine a ladder that's going straight up and down. You can't expect someone to start in the middle and just climb to the top. Most people don't have those springy kind of legs that they can just jump, boop, they're right there in the middle of the ladder. They have to start somewhere. They're starting at the bottom, and working their way up. 

 

As you're looking at all of the different things that you could put into your suite, you're trying to think what would be the things that would be their entry level point. And you'd want to price it appropriately for an entry level point, because people are still just getting to know you. 

 

They just want to dip their toe in, try something out without having it be a huge commitment. So this could be something that is low cost and a low amount of time and effort. But it's something that definitely gives a result that's valuable to them. And then once they finish that, what's the next thing that they're ready for? 

 

You do a couple of different things here, you make it easier for people to buy something from you so that they start interacting with your business, but you're also giving them a win. 

 

And it feels so good to have a win. Because sometimes, as consumers, I'm sure that you've experienced this too, we can start to feel a little hopeless at times that we've tried a whole bunch of things, nothing seems to work. 

 

Or maybe we haven't even tried yet, but it just seems so intimidating, that it's going to be so hard to do something. So we just avoid it. But if you provide something that is easy enough for someone to do, they're gonna go in and they're like:

 

Okay, I'm willing to give that a try. Because it's not a huge investment of my money, my time and my effort. And if it doesn't work out, okay, whatever.

 

And I know, that's not exactly how we want our clients to come in, thinking that they're okay if they don't get a result. But it's just that entry point for them. It's a low risk thing. 

 

They come in, they try it out, and they're like, Hey, wait a minute. This stuff's actually pretty good. And it worked for me. Then they're more likely to choose to go to your next thing. 

How do you decide what you would put into a whole value ladder? And how do you create all of those different packages of products and services? 

 

In last week's episode, we were looking at how we get our clients results. And we were using the clarity steps to lay out what their whole journey would look like, what those different obstacles would be at each of those customized steps. 

 

Once you have that all laid out, and you have an idea of what metrics would move as a result of each of these steps. This lays out a really great roadmap for your clients, a success roadmap, so to speak. 

 

From that you can look at it and you can start to come up with time estimates. How long would it take for your client to get through step number one with the process that you've laid out? That process is going to include just your process for how you're going to educate them what kind of activities you would take them through. And what format would it be in? You're also addressing their specific obstacles to resolve. 

 

When you're looking at each of those steps through that lens of all of those things, I'd have to educate them on all of their different activities. What other obstacles do they have? And then how can I help them experiment through those? 

 

You lay all that detail out and when you look at the amount of time, calculate it all up. How long would it take for them to get all the way from the very beginning, all the way to their vision, when their vision is an actual reality? 

 

Look at it step-by-step for specific obstacles, you might even look at how much time it takes to get through each obstacle from there. Counted all up, is that the amount of time that a client would be willing to invest in immediately? Most likely that answer is going to be no, it might be way too long. 

 

And you know this, most likely, you've already gone through that journey. That's why you're so passionate about helping people with this. If you think back to how long it took you to get through that journey. You might realize that it took years. 

 

Well, most likely people are not coming and saying, oh, I want to achieve this goal. Can you please take me four years? No, most of us want to have our results faster rather than later. 

 

GET CREATIVE TO GET RESULTS FASTER

 

That's where we get to see are there creative ways that we can break up this journey so that it's not three or four years all at one time? You can find small parts that are made. Maybe one step where you can package that as its own thing. And you're thinking, what's the intent of this step? And then what are all of the ways that I can help to meet that intent and help this one result, be achievable for my client. 

 

This is where you can get really creative with your approach. 

 

I had a great conversation with one of my clients recently about this, that we're so used to providing maybe a slide deck type of education, and then some worksheets, and have people work through it that way. But what if that wasn't the fastest dynamic in order to get them the result of that one step? 

 

Let's say that you had a step somewhere in this transformational journey that was on how to process emotions, right? That's a really important skill for all of us to learn, especially in the mental health community, we're trying to help ourselves and others, to allow the emotions to process the emotions, so then we can get to the other side. 

 

Most of us are very resistant, and we don't want to feel those emotions. Or we are on board, we're like, Okay, I got to feel my emotions and process it. But we don't know how it's just kind of trapped in us, we could approach it, where we're going to just teach from a lecture standpoint, and then have some worksheets and send them on their merry way. 

 

But that might take a while. There might be other ways that you can get them to process their emotions. 

 

And an example that I had shared was that I used to run a men's support group. And I was going through some grief. And this was a couple years back when I lost my aunt to COVID. There was also a gentleman that came in that had lost his grandmother. 

 

And I knew that grief, the best way to process grief is for grief to be witnessed. I knew I had grief, I knew he had grief. Well, what if we got together on a call, and we shared all of the good, the bad, and the ugly of the folks that we had lost. Although neither of us had any ugly to share on these two people. We love them very much. 

 

But then we could cry together, we could express all of that emotion inside of a safe container for one hour. And then we were done. It was an amazing experience, it was so much more powerful and effective than if I taught a lecture on, this is the importance of feeling our feelings. And this is how you can do it. And here's a worksheet, go home and do it. 

 

Instead, I cried with them. I mean, that's kind of out of the box thinking right? But we got it done in an hour, if so powerful. 

 

When you're looking at the different things that are in your suite of products and services, you might have some of these that look very different than what you thought they were going to look like. But they are there for a very specific intent. They're helping to get your clients through that one stage of their transformational journey. And you can get really creative. 

 

One of the other aspects that I used a lot when I worked in corporate was the concept of a Gemba Walk. Gemba means: go seek to understand. 

 

You go to the place where the work is being done so that you can see it, you can talk with the people doing it and you can learn from them. 

 

Now, how I leveraged this is that I worked in one company. And sometimes we'd have obstacles in our process. And it was taking really long to do something or there were a lot of errors. So I'd find another company that was in a completely different industry. But they had something that was similar to our process, so that they could be able to generate their products. 

 

So I would arrange to take my team over to the other company to see how they did it. They're learning from all of the people. What was there before like, and then how did they get to where they're at now where it's easy to run, there's no errors, it's super fast, efficient, all of the good things. And so then the people that were actually doing the process could share all of those details. And the details that they shared. 

 

It was so rich and colorful, and you could learn so much more. It could even include the emotions and like what they do around vacation or sick days or like all of these things that we might not have ever thought of. But because we went and we learned directly from the people.

 

Now we can apply that to how we would solve that obstacle. So in doing that we accelerated the progress, it might have taken a month or more to resolve that obstacle, just as thinking on our own. Because even as a service provider or a coach or an expert, we still have a limitation to all of our experiences in the world. 

 

When we can go and expose ourselves to even more experiences, everybody can learn. And we can go a lot faster. In that instance, it could have been that that product and service might have taken me a month, maybe even longer to help them. 

 

But instead, I shortened it by like, all the way down to a week, because I got creative on what that product or service would be. That service was taking someone out on a Gemba Walk with another company. 

 

Now, that also requires meeting people at other companies making those connections, establishing a collaborative relationship where when they need help, I'm willing to help them back, because this is definitely asking them a favor. And none of them were asking to get paid for this favor. They were just doing it as goodwill within the industry or across industries, so that we could learn from each other. 

 

That's some out of the box thinking as you're coming up with those products and services. 

 

OFFERING A MICRO-PRODUCT OR MICRO-SERVICE

 

Some of the other things to think about those specific obstacles that your clients are coming up with at each of those individual steps. Those are things that could also be pulled out as separate products or services. These could be little micro-products and services. 

 

And in fact, I've seen many businesses where they took just those little micro products and services. And they created a whole business out of just that one thing, just trying to resolve that one obstacle.

 

I'll share an example. When I first started, I was really uncomfortable to be recorded on video. I was used to facilitating large groups of people, even hundreds of people and doing public speaking. That was never an issue for me, I resolved that back in high school, maybe actually even in junior high. Not an issue for me. But as soon as you stuck a camera in front of me, oh, you would freeze. That was a serious obstacle for me. And I had to do a lot of experiments to resolve it. 

 

That also led me to finding a business where that's the thing that they specialized in, they were helping people to get comfortable being on camera. So they would talk about the lighting, the backgrounds, the speaking, the different equipment that you might need, the different camera microphones, all of those details. 

 

They were able to create a course. They also offered just coaching on that one thing. And it was a successful business. Because enough people had that obstacle, there were plenty of customers coming their way grateful to have that very specific help. 

 

When you're talking about niche, a niche could just be helping one type of person with one specific obstacle. So it's not even the whole long journey. It's not even one full step. It's just one obstacle of one step. 

 

In the business landscape, you'll notice that the number of niches within business support is huge. Because we're all focusing on something a little bit different. That doesn't pertain to just business that can pertain to all of the other industries to be in.

 

You see this in weight loss all of the time, you have some businesses that will focus on the food, you might even have restaurants where they have their regular menu. But then they also include some options for people that are having very specific needs for how they want to eat. And so that could be allergies, it could be lower calorie choice foods, all of it. 

 

And then you also have the businesses that are helping with the mindset that goes around it because we know that over eating doesn't just come from being hungry or not having the right food available. A lot of times we'll be doing some emotional eating, or eating from trauma or from being bored, or any of these reasons. So sometimes we need to have that mindset coaching to help us to stop overeating. 

 

And then of course we have the exercise component of it too. So we've got coaches that are helping with that. And some of that is mindset, some of it is actual activities. And even in that, you might have people that are very specialized. 

 

Now we're talking about positioning of your products and services. Also, do you have some within your suite that are specific for, let's take this weight loss example. There might be some people that, they only have to lose the last five pounds. And this is an exercise company that wants to help them. 

 

They may be catering their exercises to be something very specific to people that are just trying to lose their last five pounds. These are typically people that are very fit, they don't get winded as easily. And they might be a little bit more flexible. And so they might have some parkour stuff that they're doing. 

 

And then you might have someone that specializes in doing, say, chair aerobics, for people that are not ready to be up on their feet doing aerobics, they have mobility challenges, or maybe they're a little bit bigger, they get winded way too fast, they need to start with something that is more appropriate for what their activity level is, at that moment. 

 

Two businesses that it could either be two separate businesses, or it could be one business that has multiple products and services, depending on where someone is in their customer journey. 

 

CREATING AND CLIMBING A VALUE LADDER

 

Now, this is also a great example for talking about how your products and services go along that ladder to evolve with the progress of your client. 

 

So in that weight loss example, where it moved to talk, weight loss and fitness, where maybe they did start off with someone that could exercise but only while they were sitting in a chair, eventually, that person is going to progress to now when they're ready to actually be on their feet and do some exercises. That may have a different product or service altogether. 

 

And then once they advance past that one, they might be ready to get outside and do some heavy lifting or some hiking like something that's a lot more strenuous. Or maybe even running, that product or service is only available to people that have already progressed through the rest of the value ladder. 

So going back to the clarity steps, when you're looking at the vision of where they want to go, you're looking at the metrics for how they're making progress, and what's measurable progress, and you have your customized steps. When you are breaking all of those customized steps down into a separate product or service. 

 

Also think about those metrics, how does it help to move that metric? Because when you're presenting that product or service, you need to explain what kind of results they will get from it. Where should they be baseline on their metrics? And how can this help them to get the metrics that they actually want? 

 

And some of this will be educating the customer on metrics, because they may not be familiar with that. But we all need to have a way of knowing how to measure our progress, how to know if we're there yet or not. 

 

A+B=C (FOR SOME PEOPLE)

 

The last piece that I want to bring up with how you can leverage the clarity steps for creating your products and services comes down to the experiments. 

 

You may have a specific step in the customer transformation journey that you have a product or service ready to go for. It might need to have some customizable pieces depending on the person's ability or level or specific challenges in that moment. 

 

That's where experiments come in. 

 

Remember, Clarity Steps has the vision, the metrics, the steps, the obstacles, the experiments, the lessons learned in the wins. 

 

It's possible that you have one step and one product and it's addressing one step. And there are people that come in that have the same obstacle. But the solution that works for one person might not be the same exact solution that works for the other person. 

 

You might need to have a couple of different experiment variables ready to go. You might start off with variable number one, it seems to work for most people. So you give that to all of the customers that come through, and maybe you had ten customers, and it worked great for eight of them. But for two of them, it didn't work. 

 

Do you just decide Okay, that's it. Are my customers gonna walk away? They're not going to get results from this. 

 

No, that's when you want to have something that's ready and off the shelf that you can pull out for that variable. Experiment number one didn't work for that experiment. Okay, we've got to experiment number two also. 

 

Now, of course, you probably are not going to use the word experiments at that point. You can say, we have three different solutions for you to try, or you can experiment with three different solutions. 

 

Now, you're also talking about the different requirements that each of those solutions that you have, what it addresses, so then they can pick between those three or more that you have available, which is the best match for their requirements. 

 

Those become not necessarily standalone products, they become variable components within a product or service. 

 

In the coaching world, you may choose to have a whole lot of educational materials that people can learn offline, extra exercises they might do. You might decide to have a whole video collection of things. 

 

And so let's say that it was that one obstacle and you have three different videos depending on their specific needs. So you might give them video number one, and if that doesn't work, okay, then I'm gonna give you video number two, you have all of these already pre-created, they're available, but you only give them when needed. 

 

I do that a lot with my one on one clients, I have six different courses that I have within my membership. And with one-on-ones, I give them a very customized journey when they're developing their products and services, sales funnels, their processes, schedules, all the stuff. 

 

Sometimes they come to me and they don't need any of the courses, it's just all hands on, we're doing things together. I'm helping them right there, in the moment. But sometimes someone will come. And they'll have a need that's fully addressed in one of my courses. 

 

I could either choose to spend all of our coaching sessions, teaching them that one part and giving them special homework and everything. Or I can say, oh, you know what, I have a course for that. And I can just give them that course right off the shelf. 

 

Although I have all of my courses inside the membership, I also have them as separate individual courses that I could then grant to people within their membership library. So this comes in handy. 

 

One that I tend to share quite a bit is the Connection Factor course. This is one that's actually available for people to purchase right off the shelf, whether they've worked with me or not. It's also available inside the membership. 

 

But this one is how they can talk with strangers and connect deeply. Where, within about five or ten minutes, that stranger they just met now has told them all of their deepest, darkest secrets and expressed the help that they need. And they're interested in working with the coach. It's a pretty magical thing, there's a very specific way of doing it. 

 

You could even say it's broken down into a process, because being a business process coach, you know, everything comes down to a process. This is one way that people can create all of those consults, so that they have plenty of business coming into them. They can go out at any time and go get a client like that very day by using all the techniques. 

 

If I'm working with a client, one-on-one, and we're coming up with their whole suite of products and services, but we find out that, wait a minute, there's actually an obstacle that they don't know how to find clients, and they don't know how to get the clients interested in hearing about buying any of those products or services. 

 

Okay, we could create products and services all day. But if we haven't developed that skill, then we're going to have a problem, because you actually are creating products and services so that you can sell them. That's when I would just take that variable off the shelf, and I would give it to them. 

 

Then they can go, they can learn that on their own time and then we can come back, and then I can help to coach them on some of the parts they might be struggling with. Plus, we're still making progress on the original thing that we were trying to get done. 

 

Those are examples for how you can break down your full customer transformation journey into individual products and services. Also some of those variable components within the products and services and how you can have some things that are freebies or lead magnets. 

WHY OFFER FREEBIES?

 

Actually I think they need to go into that a little bit more.

 

Some of those engagement activities, the freebies, are the things that they can get that quick and easy fix to the problem that they're looking for, you're looking at that full transformational journey. And you're thinking out of all of these things, what's something that they would be encountering right now that I could help them with. 

 

This is where knowing all of those individual obstacles within any of the steps, that's where this is going to come in handy. Because you can get that granular of picking one of those things and then creating a freebie for them. 

 

Either some type of a PDF, or a checklist or an audio or a video lesson. And they can do this on their own, with your help, of this thing that they got. And all of a sudden, they have that one obstacle resolved. It's great. 

 

That's how you can look at the Clarity Steps, to figure out what I give as a freebie. And ideally, you're picking something towards the beginning of their transformational journey. Because then as you're nurturing through email. You're letting them know, and I can help you with these other things like look at all these different products and services that are available. And then the people are usually pretty grateful. And then those interactive things in between. 

 

There might be a freebie but they might want to interact with you, before you offer a product or service that is more intensive for their money, their time or their effort, they might want to have something else in between. That might be a workshop or a challenge or a webinar. 

 

You're looking again, at that full transformational journey, and thinking, Okay, what is something that I can give a result for, I can help them achieve a result within a one to two hour container. 

 

Or if it was a challenge, I can help them achieve this result within a three, five or seven day container, where they're doing a little bit of this one thing every day, and at all, all those efforts build up on each other. They get the result by the end. 

That's how you can build in that component. And then you offer that and then once they get the result, then they're like, Hey, your stuff is really good. You're saying, Fantastic, here's the rest of the way that I can help you. And here are the different products and services that are available. 

 

But it all starts from using the Clarity Steps, what's their overall vision, that transformational journey vision. 

 

What are all of the metrics that will help to know that they're making progress? 

 

And when they finally arrived, the customized steps, the obstacles within each step, all of the different experiments that they would do, the lessons learned that you would help them with, and then celebrating the wins. 

All of that, lay it out, and then you can separate it out into your different products and services. 

 

SNEAK PEEK AT NEXT WEEK

 

Alright, my friends, I am really excited to teach you in the following two weeks. 

 

First, how you can use the Clarity Steps to help you with a consultation call. Having products and services is one thing, knowing how to sell them is something completely different. 

 

Once you learn this seven step process of the Clarity Steps, you're able to do just about anything in your business, including a full consultation call. And I see so many people that don't know how to do it. And they're kind of winging it, or they have somebody else's expert steps. And it doesn't quite fit for their business. 

 

Guess what? Clarity steps does. 

 

Next week, I'm going to show you what that looks like. 

 

And then the week after that, we're going to get into how you can use the clarity steps for your sales funnels and how to optimize it so that you have as many clients as you want and as much revenue as you want. 

 

Alright, my friends, next week is Thanksgiving. Oh, I hope you're getting ready. I've got one of my kiddos is planning on coming with his significant other. And I can't wait, it's going to be really exciting. 

 

We're going over to my husband's inn that he works at, and we're going to have a nice fancy dinner there with all of their different guests and my mom. It's going to be the first Thanksgiving I've had with my mom in like five or six years. So this is some really good stuff. So I hope that you also get to gather with all of your family. 

 

And you'll still have one more episode for me next week. So you'll have some kind of business stuff to listen to. But I hope you're taking the week off so that you can enjoy life and celebrate with your family. 

 

All right, my friends. 

 

Have a great week and I'll talk to you soon. 

 

Bye bye. 

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