How to sell your first unlimited offer

Have you figured out your unlimited offer, but are now struggling with how to sell it to existing customers? Worried they won’t be interested your new way of doing business?

Unfortunately there’s only one way to resolve that concern: try selling your new offer anyway.

But here’s a way to do it that tests your new product’s fit with your existing market while keeping you in control.

First, let’s review why you’ve created this unlimited offer:

A few days ago, I wrote that an unlimited offer is “genuinely understanding the one thing your customers actually need and clearly and consistently providing that.”

Finding that “one thing” can be difficult, especially if you’ve never really focused on it. It’s also easy to assume the thing we’ve always sold—logos, websites, tax returns—is that “one thing,” but it probably isn’t.

So we need to talk to our customers. And the more we talk to them, the closer we get to discovering that one thing. And this brings loads of benefits for us and our customers:

• Fostering trust and loyalty between you and your customers.
• Differentiating you and your business from your competitors.
• Increased revenue—especially consistent recurring revenue—for your business, reducing the need to generate revenue from project- or time-based billing activities.
• Generation of “lock-in” as customers come to rely on the unlimited offering.

To capture these benefits, we need to find that “one thing.”

Next, add it to your original offering as an add-on subscription.

Let’s take websites, for example. Say you normally sell website design as a project-based product.

If you build me a website that looks and works great, its a matter of time before I click a button I shouldn’t have, or the algorithm changes, or it gets hacked, or any number of things could go wrong with it.

So instead of selling me just a website, you could also sell me a guarantee to keep my website functioning and performing well on a monthly or annual basis. Now if something goes wrong, I know you have my back, and I’m less likely to convert to a different website service or find a different web designer.

Take Subaru as another example. My wife and I just bought a new car from our Subaru dealer, which is about a 45-minute drive. Along with the car, we also bought three years' worth of maintenance checks and coverage.

We pass several mechanics on the way to the dealer. But we’ll drive the extra way because we’ve already paid for the maintenance plan and we trust our Subaru dealer to take care of our car.

Note that these offerings don’t significantly add to the workload or cost over time.

A web designer was already going to deal with customers having website issues.

Subaru’s mechanics were going to be working anyway.

Selling an unlimited offering subscription to handle your customers' “one thing” can not only generate an additional revenue stream, but it can have spillover effects as well:

• Increased cash flow and financial stability, helping you make better decisions about taking on project-based work.
• Providing extra value to existing customers instead of constantly seeking new ones, reducing acquisition costs.
• Greater customer loyalty and retention.
• Opportunities to upsell and cross-sell to existing customers.

So let me know…

What are you currently selling; i.e., what is your current flagship product?

Does that product actually fulfill your customers' “one thing”?

What could you offer as an add-on that would fulfill your customers' “one thing”?

Hit REPLY and tell me about it!