How To Create Your Signature Offer
Your signature offer is your unique program - bearing your "signature" - which you extend to clients to aid them in having results that will transform their personal life, careers, relationships, businesses, health, etc. Note that, just as a signature is a person's name written distinctively as a form of identification in authorizing a document or concluding a letter, so is a signature offer.
With a signature offer, you are expertly taking clients through a process that is tied to what you do or your intellectual property. You use what you possess or know to offer your clients quality services and products so they can experience transformational results.
Below are eight core points to consider when creating your signature offer.
1. Your vision
How you see yourself will determine how your dream clients see you. That is why it is essential to have a big vision. And a big vision should be tied to your strengths and uniqueness in the coaching space and your intellectual property. It is not something you pull out of thin air or copy-paste what others are doing and hope it works for you.
Your vision is your coaching DNA. No other business coach possesses it. When creating your signature offer, make sure your vision is expressly spelled out. Your vision is not an abstract notion but a concrete foundation for clients to build their transformational experiences.
If you can concretely and concisely communicate your vision to potential clients, they will be sold on the idea that you can cause them to experience transformational results.
2. Your mission
A signature offer is akin to you telling a potential client that your mission is tied to their mission, whatever it may be. If, for instance, your mission statement reads that you are heading west and you have a client who is traveling south, you will be unable to offer the client transformational results.
Your mission - and mission statement - ought to communicate to your dream client that you and the client are on the same page. The transformational process is a collaborative endeavor, and it will fall flat on its face if your mission is incompatible with the client.
Read More: Why Getting A Business Coach Is Beneficial For Your Business
3. Your strengths
Coaches may, more or less, do the same thing, but each coach has something unique that makes them stand out from the crowded field.
Before you create your signature offer, take a good long look at your coaching business and find out the following: What exactly are you great at? What is that one distinct quality that separates you from all the other players in your space? What is your calling card?
Remember that your signature program draws on your intellectual property or quality that makes you stand out. When creating your signature offer, go to great lengths to attract ideal clients to your "x" factor. X factor refers to your uniqueness. It is what grabs the client's attention right off the bat.
4. Your transformative process
What are the methodologies you apply to facilitate your client's transformational results? What strategies will you employ to arrive at your client's desired outcome?
The transformative process should be tied to your client's transformation. The process is not about shoving strategy down your client's throat but tailoring the method according to each client's unique needs, strengths, weaknesses, and expectations. The process is more of - to borrow tailoring lingo - bespoke than bought off the rack.
Part of the job of a business coach is versatility. This means that, as a coach, you know that all clients are different. Though, on the surface, two clients may seem to need similar services; a deeper probe - using your coaching skills - will reveal that each client requires a different approach to achieve their desired outcome.
Read More: How Do I Get High-Ticket Clients?
5. Your expectations
When creating your signature offer, you must have clarity about your expectations. If you are vague about your expectations, you will turn away potential clients.
Knowing your strengths and how you will apply them will help you crystallize your expectations. Also, if your mission is congruent with the client's, you will be in a better position to pinpoint, with accuracy, what you want to achieve.
Some of the questions you should ask yourself are: After all is said and done, what will the client take away? Will the transformative process yield the desired results? Are the results quantifiable?
6. Your price tag
This part is most challenging for some coaches, business coaches included, especially if they are starting. As there is no standard fee for signature offers, some coaches compare "notes" with other coaches to give them a ballpark figure.
Then there is this dollar dilemma that coaches may grapple with: If I charge too high, I may chase away a client. And if I charge too low, the client may doubt my capabilities.
Look at it this way; you are offering value to your client. And in exchange for the transformational value, your client is paying what is due to you. If you provide high value for the clients, then it is only fitting for them to deliver your actual (high) value.
Your price tag also goes back to what we said about vision: How you see yourself will determine how your dream clients see you.
If you offer mint condition Jaguar-esque value, do not do it for the price of a jalopy.
7. Your marketing
In the last point, we talked about having a product of high value. If you have the product but do not market it, it will be of little value. This is because weight is derived from trading your coaching services.
Nobody knows everything. Even Fortune 500 companies outsource some of their services. If your marketing skills are rusty, take online courses to acquire basic skills. Alternatively, you can hire a pro to help you market your signature offer.
The end game is not just to get your signature offer to as many clients as possible but to get it to the right potential clients.
Read More: 10 Strategies to Help You Get Your First Coaching Client
8. Your monitoring and evaluation
Monitoring and evaluation are just another way of saying you will work with your clients throughout. And during the process, if need be, you will help them make the changes that need to be made so they can experience transformational results.
Transformation is a time-consuming process. Often some clients may have doubts about the process or your expertise. As an expert, your job is to provide guidance and support - using all the tools and skills - to deliver an experience and outcome that achieves the client's desired result.
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