90. How to design a high-end productized service offering

When creating a productized services offering, you have two choices:

1.  Sell just one signature offering
2. Create a service ladder with ascending options

I prefer the latter because I serve a range of clients who need different things. But whatever you choose, this topic will be for you.

When creating a high-end productized service, there are a few things to keep in mind, including:

1. Why the scope and price of your services should be based on the value you provide 
2. Why it should be pretty obvious to your prospects which one to choose 
3. Why you shouldn't sell anything that would weigh down your business too much or for too long
4. Why you should price heavily anything that involves higher effort or involvement from you
5. Some examples of the levers you can use to add to or remove from the scope of your projects

• More access to you in terms of who cant contact you (business owner, staff, suppliers, etc.)
• The channels people can contact you in (email, Slack, phone, etc.)
• The frequency of your interactions (weekly, daily, unlimited, etc.)
• Whether you will produce deliverables, and if so, what kind (i.e. research or marketing calendars)
• The value you add or remove (i.e. finding and vetting suppliers vs. access to Rolodex)
• The scope of what you will advise on (i.e. sales or sales AND marketing)

6. Why you should create a scope of work based on custom proposals people actually bought

Your high-end offering should be lucrative but not disabling in terms of your time or energy. Only sell things you want to sell—this is key.

If you sell things that are time or energy-depleting, charge a lot, and keep it limited to a day, week, or a couple of months at most. Otherwise, your life will become a drag, and your business will turn into a glorified job. 

Hope this helps - let me know in the comments what you think or if you have any questions!

—kw