July 28, 2024
Ep 94: Get Booked Out by Leveraging Gateway Offers
Join the challenge!
What if you could transform a low-ticket offer into a high-ticket-client magnet? Join me, Sarah Noel Block, on an exhilarating journey as I break down the secrets of gateway offers in this episode of Tiny Marketing. Learn how these strategic, low-cost offers can be your ticket to a fully-booked calendar. I'll unravel my own story of launching a gateway offer that led to a six-month client booking spree, proving that the right strategy can completely change your business landscape.
Creating effective gateway offers is an art, and I’ll guide you through every brushstroke. From understanding the power of both passive and active lead magnets to crafting offers that tackle what your clients think they need before addressing their real issues, this episode covers everything. We’ll dive into the nitty-gritty of developing a gateway offer that mimics the high-ticket experience, complete with live interactions and actionable takeaways. Plus, discover how personalized Google Doc invitations can add that special touch to your sales process.
To ensure your gateway offers convert like a charm, I reveal the importance of a polished application process and the tools you need for seamless client interactions, like Acuity and Dubsado. Learn about templated communications, effective sales scripts, and creative social media outreach to build a waitlist of eager clients. Finally, we’ll discuss systematizing your process with tiered discounts, bonuses, and templates to keep the momentum going. And don't miss out on our Gateway Offer Challenge starting August 1st—your comprehensive guide to mastering this game-changing strategy!
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Over the next Ten Days, we will launch and sell our Gateway Offers with the goal of reaching booked-out status!
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Chapters
00:48 - Leveraging Gateway Offers for Success
17:43 - Creating Effective Gateway Offers
24:31 - Maximizing Gateway Offer Conversion
38:26 - Leveraging Gateway Offers Masterclass
Transcript
WEBVTT
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Hey, hey, hey.
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This is Sarah Noelle Block and you are listening to Tiny Marketing.
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This is the uncut summer series where you are getting the raw, unfiltered, unedited recordings from our interviews, webinars and workshops.
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So sit back, relax and enjoy the ridiculousness.
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So today I am sharing my masterclass on leveraging gateway offers to get booked out super exciting and it's actually a super quick turnaround, because I just did this masterclass last Tuesday and this episode is going out on Sunday, so you're getting it when it's fresh.
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And I also wanted to tell you about a gateway offer challenge that I am hosting and I'm going to have the link to sign up for in the show notes.
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We already have people joined from who attended live at the masterclass, but it's going to be amazing.
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It starts August 1st, but you got to sign up now and it is a challenge where we're going to launch and sell as many gateway offers as possible.
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So it will come with templates 10 mini trainings like super many, less than five minutes that will release every day.
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But all of the outreach strategies you'll need, waitlist strategies that you'll need, sales page templates, everything that you could possibly need to launch and sell your gateway offer and I'm pumped.
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So head to the show note page and make sure to grab it.
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All right, stay tuned for the masterclass.
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Hello everyone, I am Sarah.
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Thank you so much for joining me today.
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Today I am doing a masterclass on your gateway offer, so we're going to get into what the hell a gateway offer is, but also how you can structure it, the ways that you can upsell from it and how you can sell it, because the more gateway offers that you're able to sell, the bigger your sales pipeline will be.
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When I started implementing gateway offers in my business, it helped immediately.
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Let's see, four months after I launched my first gateway offer, I was booked out for six months and it remained at least a six-week window after that because this structure works so well.
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So a gateway offer is a low-ticket, high-value offer that builds that know like trust factor with potential clients and makes it so much easier for them to say yes to high-ticket offers down the line.
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To go to the comments and introduce yourself and share your favorite social media handle.
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I'm a LinkedIn girly, but Instagram, whatever you're active on, share it there, introduce yourself.
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I would love for us all to connect and become friends.
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Okay, let's share.
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So if you haven't been to one of my events.
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Before let me introduce myself real quick.
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I am Sarah Noelle Block.
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I am the host of this podcast right here, the Tiny Marketing Podcast, where you can listen and find all of the tips you would ever need for marketing when you have a zero to two person marketing department.
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I am a lean marketing consultant for B2B service businesses, host of the pod, mom of two boys who are right out there, and I hang out on LinkedIn and let's get into it.
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So the thing that I do is I help B2B service businesses grow their sales pipeline so it becomes super easy for you to be able to one predict revenue, but also you don't have to one predict revenue but also you don't have to like a scrimp and beg for leads to come.
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In the way that I build lean marketing engines, those leads come naturally.
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You build referral partnerships within it.
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Bizdev is connected to everything, but a key element to that is your gateway offer, because the gateway offer is where you upgrade that relationship.
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It becomes really intimate when you have a gateway offer.
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So let's get into what that is If you haven't heard of a gateway offer before.
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They are also called wedge offers, lead products, entryway offers.
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Those are all similar names, but the intent is it's the first offer that you direct everybody to when somebody comes into your orbit and wants to work with you.
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So when you're on a sales call right now, you might be just gathering all the discovery information so you can put together a quote or a proposal.
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But with this structure, instead of that, what you're doing is you're moving them to the gateway offer, which is a paid offer, but it also allows you to do that discovery work in a really interactive and engaging way, offer them documentation around it and a proposal on how they can move forward, whether it's moving forward and taking action on that gateway offer themselves or with you.
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So that's the intent.
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It's high value, low cost.
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It's an entry point to working with you and you can earn trust with them.
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That's the big thing.
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You know, I'm sure I'm not the only person who has had a sales call and I'm like, oh, this person's perfect, I'm so excited about this.
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We do the discovery work on that sales call, I put together a proposal.
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That's super custom, amazing, and I hear nothing from them.
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I cannot be alone in there.
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If you've had this happen to you, please say you have in the chat so I don't feel stupid that it's just me, but this eliminates that, because you are getting paid to do that discovery work and you're offering something very high value.
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We're going to get into what these look like in a minute.
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Very high value we can.
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We're going to get into what these look like in a minute.
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Okay, so when you're deciding on what your gateway offer should be, this is what you want to look at.
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You want it to be easy to replicate, so it could be templatized in some sort of fashion, or it has a really standard container that you're able to replicate, like mine, for example, is an interview and then a documented strategy.
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So the interview questions are almost always the same.
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I might tweak it a little based off their intake form and then the documentation that they receive.
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That's a strategy.
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I have the basic template designed already, so I just have to go to Google templates and open it and then I can fill in the strategy that I uncovered during that initial interview.
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But it's easy enough to replicate.
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Other things you want to look at Is there a part of your big signature offer that you can break off and that could stand alone?
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So think about right now.
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I want you to think, go into your brains, retreat there and look at your signature offer.
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Is there a piece of it at the beginning?
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Most likely that you can break off and would work standing alone.
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So this often looks like some sort of discovery element of it or the onboarding element of it.
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You could restructure this a little bit so it works as a standalone offer and it could be actionable for them to take on.
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Or what we're hoping for and what we're kind of designing these for is that they will read the strategy and they're like I love every bit of this.
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I don't want to do it, though.
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I want you to do it.
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So that's where we're aiming.
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And then, what is something your dream client needs to be prepared for to work on in your signature bigger offer?
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So that's another way that you can help decide what your gateway offer is.
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Is there pre-work that they need to do in order to be prepared for your signature offer?
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So an example of this might be if you're a website designer I was scanning through the list of people coming today and I know a few of you are website designers Do they need to be prepared with copywriting before they work with you?
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So this could be a gateway offer where you might have a templatized version of what a website copy structure should be, and then you can work with them on designing that so they have the copy ready for when they move into your signature offer.
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These are a couple options for choosing a gateway offer, but these are actually.
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Let's go into this first and then I'm going to explain scalable ways to do it.
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So these can look like audits.
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I've had a client before who does the interview and then they have an audit matrix that they take their clients through to uncover where the pain points are happening and how to solve it.
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Or, if you are a web designer, you might have an audit where you go through their website and you discover, hey, these are the points where people are dropping off and this is how you could optimize it and then move them more towards your high ticket offer.
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Strategy is what I was referring to before, where you do the interview, they talk about their pain points, their goals, you walk away and you create a strategy for them.
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Now it should not be robust, because this isn't going to be a high ticket strategy.
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It should be the blueprint of the strategy, giving them the details of what they should create and then you can move on towards hey, if you really liked this blueprint strategy, then we can build the extended strategy where I'm interviewing your customers, etc.
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Or if you liked this blueprint strategy, then we can move on and I can execute it for you, because they're not going to need the robust strategy if someone else is doing it for them.
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It can look like a report.
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I have another client who has benchmark reports for finances and what he does is the gateway offer is the benchmark report and then looking at their books and comparing it to the benchmarks in their industry so they can see where they stand against them, and then he offers ways to optimize it.
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How do we increase your profits in these different areas?
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So that's another option.
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It could also look like a brief, a plan, an analysis, a survey or assessment.
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That one I'll explain.
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I have a client who does the assessment first in their gateway offer and then they offer an analysis based off of the assessment on where they should improve different elements of their human capital, the people that work within their company.
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And then, if you're looking for a more scalable way to have a gateway offer, let's say that your service is one-to-many, or you have a course or you have a program, then challenges, workshops.
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Anything that could be a one-to-many experience would be a good gateway offer.
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Here's one thing I want you to take away, and that's that your gateway offer should mirror the experience that they're getting within your high ticket offer.
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You want them to understand what it's like to work with you, earn that trust, and you want it to feel really familiar once they get into the high ticket signature offer, because this little mini break off gateway offer mirrored that experience.
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The same goes for lead magnets.
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You want your lead magnets to also mirror the experience and lead to that gateway offer.
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So it's all a big funnel of mirroring the experience that they'll get inside of your high ticket offers in little ways, and every single one of those ways the lead magnets and the gateway offers should provide little wins, so they should get one win from each of those.
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That makes them want the bigger win of working with you.
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So your gateway offer should achieve two things.
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You want to earn their trust.
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When people are reaching out to you, it is very likely that they are price shopping or they're building a short list of potential service providers that they might look at down the line.
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You don't want that.
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You don't want people who are just price shopping because the result is that they just choose the cheapest or the person that they vibed with, like if a referral came, then they'll choose that if it's a little bit more expensive.
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But when we're talking cold sales calls, you need to earn their trust first, because they're just going to go with cheapest if that's all they know is the money elements of it, and your gateway offer achieves that.
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You also want to understand the full scope of what they'll need now and in the future.
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So your gateway offer is the perfect time to one scope out what your signature offer will look like like, the different custom elements for that particular brand, but also what will you be able to upsell later down the line.
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What will make sense six months from now for them to do?
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Because your gateway offer will reveal that information for you.
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Make sure to jot that down like they're going to need this then and put it in your email.
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You could even pitch it in your email and set it to boomerang to them six months later when they'd be ready for that element, or you could just have it in drafts and be ready.
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You know I love a system, I love automation, so that's how I would do it.
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And once you've created enough of these gateway offers, you can circle back to the beginning of your marketing process and you have all of the information to make your marketing better and better.
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So I want you here.
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I want to show you something in particular.
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I'm going to exit that.
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I want to show you this Right here.
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So your gateway offer is the first thing that you'll be doing, and here's the reason.
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Your gateway offer will help you identify who your dream client is.
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You do enough of these and you're going to start seeing who got the easiest transformation.
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Who was it so easy to sell to?
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Because they really needed it and you want to replicate that.
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So the more of these you do, the more niche you can get with your dream client, the more you'll be able to understand exactly what needs to be within your signature offer.
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This a question during your gateway offer can lead to these what social media channels are they on?
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What online communities are they part of, are they active in?
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Find out all of that information so you can be there and you can clone your favorite clients.
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Make sure to include those questions.
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And then, what core content would they need?
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What questions come up during this interview, during your sales calls.
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That would help you determine what content they need.
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And then, going back to the lead magnet, the lead generation that I talked about earlier, you should have two lead magnets.
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One is passive, it's always on and it's dripping in new leads all the time.
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The other one is time sensitive and active and that brings in a floodgate of new leads at one time.
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But your lead gens should always have a little win that they get in the end.
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It should mirror the experience that they get within your high ticket offer.
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And they should also be like land, right where your clients are right now.
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So you might solve problem X, but in the awareness stage, when they're just becoming aware of their problem, they may only realize that their problem is Y.
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So what I want you to do is make your lead magnets solving problem Y, where they are right now, what they understand to be their problem now, and not what the true problem is, which you can unravel for them later.
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Okay, let's go back to where we're at.
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Okay, so, as you can see from the wheel I just showed you, every piece works together and having that gateway offer first and testing out your gateway offer with lots of different audiences before you really realize who your dream client is, is the best way to narrow down your niche and then refine your marketing all the time.
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It'll get better and better and, honestly, simpler and simpler, because every time you do this you'll realize I only need to show up on this social media channel.
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I know that my dream clients really enjoy podcasts.
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They don't have time to sit down and watch videos, so I'll make my content around podcasts.
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You'll start to identify what marketing works best for your clients and spend time in the communities that they are active in, because you will be able to get so many more clients that way too more clients that way too Okay.
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So, once you have identified your gateway offer and it should include some sort of live element so a workshop if it's a one-to-many.
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It could be a live stream if it's a one-to-many, or it could be an interview if it's a one-to-one.
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So you want some element where they're actually interacting with you and getting to know you as a person.
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And then the second element is something that they can take with them.
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So you want some sort of documentation that they can take with them.
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If you've attended one of my workshops before.
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You know that that's exactly how I structure my workshops, where you get the live element, because I'm right there teaching the thing, but you also almost always get some sort of worksheet or workbook that you're able to take action on.
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And that's the idea is that your gateway offer should have something that they can take action on, whether that action is them implementing it or you implementing it.
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Action on whether that action is them implementing it or you implementing it.
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Okay, so next you'll want to create a title and a tagline for your gateway offer.
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So some things that work well alliterations, puns, naming conventions.
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So my gateway offer is called a strategic spark and then my main offer is a strategic story.
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So you could see there's naming conventions happening in mine.
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And then you want the tagline that just helps people understand the transformation that they will receive through your gateway offer.
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So it should explain what the client is getting in three to five words Super, super simple, and you don't need to overcomplicate any of this, and I'll explain a little bit more shortly on that.
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Okay, next you need a description.
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So, honestly, these are like the only three things that you need to start selling it Title, title, title, tagline, description.
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That's all you need.
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So the description should explain what your gateway offer is.
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What does the container look like?
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So an example of a container would be like the interview plus the documented report what is the outcome that the client will get in the end and what transformation should they expect?
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So that is all you need, and you can take those three things title, tagline, description and put it in a Google Doc and make it an invite only experience, an invite only moment, where you're getting people raising their hands and saying I'm interested in this, and then you share it and it feels like a much more intimate sales experience than it would sending them a sales page.
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So, as you are launching this, that's what you want to do.
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You want it to feel really intimate, you want it to feel personal.
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So just simplify it.
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Make it like an invitation letter in a Google Doc that you share out and you ask for hand raisers.
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Now I'm going to get to the challenge at the end.
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Now I'm going to get to the challenge at the end, but in the challenge I will teach you how to find those hand raisers, how to get people to raise their hand.
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The application process is something that you want to add once you have done so many of these and you're like, okay, I've nailed this, I am not going to take everybody anymore.
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I know exactly who my niche is, who my dream client is and I don't want to do gateway offers for people who aren't going to upsell.
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So that's when you want to introduce the application process.
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So don't have this application process at first.
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Do this only once you've done these, you've done your reps and you know who your dream client is.
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You know it's upselling like.
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You've just perfected it.
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Then add in the application process.
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This will allow you to identify who the right people are.
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You can reject anybody who wouldn't be able to pay for your upsell offer and you can make sure that you're only working with the people that will have the highest transformation, the best transformation.
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So in the challenge, you'll get a workbook and it'll include everything that you should include in your application.
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When you're ready for it, how do you plan on implementing your gateway offer?
00:23:55.652 --> 00:24:00.320
So when you're launching it, don't do the application first.
00:24:00.320 --> 00:24:12.221
You do the application once you've done your reps and you've really templatized and standardized what this gateway offer looks like and it becomes really natural to you and easy, easy, easy to sell.
00:24:12.221 --> 00:24:16.046
You'll also want a scheduling link with payment.
00:24:16.046 --> 00:24:36.865
So you want this process to be so easy, frictionless, to start working with you so you could use something like Acuity, where they can schedule their gateway offer with you and pay through that link Like it's all done for you, so that's an easy one to do.
00:24:36.865 --> 00:24:41.284
Pay through that link Like it's all done for you, so that's an easy one to do.
00:24:41.304 --> 00:24:50.913
And if you use a tool like Dubsado, for example, or even Acuity works for this too you can add an onboarding questionnaire, everything that you would need to know ahead of time, before the interview, to be prepared for it.
00:24:50.913 --> 00:25:06.749
You want to have two meetings, so the first meeting would be the interview or that live element, however you end up structuring it, and the second meeting would be the review session, and it's about you know a third as long.
00:25:06.749 --> 00:25:21.007
So my interviews are 90 minutes and then my review sessions are 30 minutes, and in that review session, that's where you'll want people to ask any questions or you can refine what you gave them.
00:25:21.007 --> 00:25:25.190
Maybe after they read it they had some feedback that they'd like adjusted.
00:25:25.190 --> 00:25:38.068
Do that live, do that in the review session with them and then introduce your offer to them on that review session because you are presenting them with the solution to their problem.
00:25:38.068 --> 00:25:47.281
It's the perfect time to unveil how you would solve that problem for them and then create templated communication.
00:25:47.281 --> 00:25:51.930
So within the challenge, I'll show exactly the templates I use for this.
00:25:51.930 --> 00:25:57.792
But I have templates set up in my G Suite so it's super easy.
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And I have one for when someone scheduled one so I can easily give them the information that they need to get everything ready for that.
00:26:06.882 --> 00:26:33.690
To like mentally prepared for my gateway offer, I have an email templated that goes directly after my interview so they have a better idea and full understanding of when they're getting that gateway offer documentation, what will happen at the review session, and then send a third one after the review session just reiterating what that offer is, how they can move forward with it and the dates that you have available for that.
00:26:33.690 --> 00:26:38.181
So those are the only things that you need to get this going.
00:26:38.181 --> 00:26:42.808
Okay, but you got to sell it right.
00:26:42.808 --> 00:26:50.423
So sales scripts here are a few sales scripts that you can completely yoink.
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This is also available in the gateway offer.
00:26:53.891 --> 00:27:05.828
So during the fit call sales call, discovery call, whatever you end up calling, your initial first conversation with someone, just make it easy and say the first step to working with me is the gateway offer.
00:27:05.828 --> 00:27:14.088
Describe what it is, what outcome they should expect from it, and then the price of it and whatever bonuses you use for it.
00:27:14.088 --> 00:27:21.926
So my business coach always says apply 100% of the cost of that gateway offer to your next upsell project.
00:27:21.926 --> 00:27:24.392
So that's what I do Now.
00:27:24.392 --> 00:27:28.222
It really depends on your pricing and the structure of your offers, though.
00:27:28.222 --> 00:27:38.795
So yours might be you apply 50% of the cost of the gateway offer to the signature offer.
00:27:38.795 --> 00:27:42.566
Or yours might be that you offer bonuses.
00:27:42.566 --> 00:27:51.932
If somebody signs up for your signature offer from the gateway offer, then they get bonus XYZ, like a week of Voxer coaching or something like that.
00:27:51.932 --> 00:27:55.065
So there are different ways to upsell from it.
00:27:57.067 --> 00:28:13.941
And then your outreach could be calling it a case study, it could be calling it a founder's price, but basically you're reaching out to someone and you're telling them that, like, this is the person I work with, this is the outcome that they would get from it.
00:28:13.941 --> 00:28:15.462
Do you know anyone who would be a good fit?
00:28:15.462 --> 00:28:19.087
Social media teasers you can do a.
00:28:19.087 --> 00:28:20.711
Can I keep a secret?
00:28:20.711 --> 00:28:24.842
Social media teaser and explain your low ticket offer?
00:28:24.842 --> 00:28:34.096
You could do like a problem agitate solution type of social media post.
00:28:34.096 --> 00:28:48.173
I honestly have like so many of these in the workbook that you'll be able to yoink and then you could do social media teasers with a wait list so you can offer up.
00:28:48.173 --> 00:29:11.641
You could say, okay, so many people have asked for X, whatever your gateway offer is and I'm trying to figure out the ideal way to do this then create a poll, and the poll should have the different way options on what you're thinking about for your gateway offer and look and see who's voting for it, because they are raising their hand that they're interested.
00:29:12.402 --> 00:29:25.056
But this could also be a great social media post to use if you aren't sure what your gateway offer should be and you really are trying to decide what that should look like.
00:29:25.056 --> 00:29:32.993
So you can ask in a poll and at least on LinkedIn you're able to see everybody who has voted for each option.
00:29:32.993 --> 00:29:45.554
So then you can send a direct DM with that Google Doc that is acting as your invite-only option to get into that gateway offer and you have a little makeshift wait list.
00:29:45.554 --> 00:29:57.751
Also, send out emails to your marketing list and tell them hey, I have gotten a lot of requests for this offer, but I'm not opening it up to the public.
00:29:57.751 --> 00:30:02.308
Yet this is invite only and I'm releasing it first to my email list.
00:30:02.308 --> 00:30:09.250
So if you're interested, reply to this email and I will send you the Google Doc with what I'm thinking.
00:30:09.250 --> 00:30:12.223
It's just in the works so it's super secret.
00:30:12.223 --> 00:30:23.450
But making it so it feels so it is invite only at first, while you're trying to get as many people in there as possible, makes it a lot more appealing.
00:30:23.549 --> 00:30:32.222
Not everybody is getting it and you're getting automatic hand raisers because you're asking them to take some sort of action to tell you that they're interested.
00:30:32.222 --> 00:30:36.619
So you're not selling to everybody, joe Blow and Schmo who aren't interested.
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So you're not selling to everybody, joe Blow and Schmo who aren't interested.
00:30:40.980 --> 00:30:48.909
So when you are launching your gateway offer this is the go-to-market checklist that I give to all of my clients who I'm helping do this.
00:30:48.929 --> 00:30:56.311
For so one you want a dedicated landing page, which should at first just be a Google Doc, and that's totally fine.
00:30:56.311 --> 00:31:02.345
Should at first just be a Google Doc, and that's totally fine.
00:31:02.345 --> 00:31:11.473
But once you're going live with the bigger gateway offer, then you'll want to have a real landing page for it that people can just sign up for or apply for your gateway offer on there.
00:31:11.473 --> 00:31:14.342
Have your gateway offer pop up on strategic pages.
00:31:14.342 --> 00:31:19.800
Put a call to action in your super signature on social media.
00:31:19.800 --> 00:31:37.712
So, for anyone who doesn't know what a super signature is, if you've ever seen on a LinkedIn post they'll have like a dot, dot, dot or dashes and then underneath it it explains who they serve, how they serve and how they can work with them some sort of call to action.
00:31:37.712 --> 00:31:42.832
So your call to action and your super signature could be this gateway offer.
00:31:42.832 --> 00:31:51.753
Include a section in your monthly newsletter for it so people can automatically just sign up for it.
00:31:54.080 --> 00:31:55.806
Have a dedicated thank you page.
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