One of the beautiful things about podcasting is after a while, even some of the major-league episodes begin to slip your mind.
Not this one. I’ll NEVER forget this one :-)
But I received an e-mail out of the blue from someone who stumbled upon my appearance on John Lee Dumas’ Entrepreneur on Fire which is from way back in another EPOCH – in fact, it’s about something I used to have that no longer exists, so I haven’t thought about this episode for a long, long time.
Here’s what the e-mail said:
Hey, I’ve been checking out some of your older videos on YouTube and I love them.
I’ve watched about five and I got a question for you.
At the end of every episode, you say, find ways to add more value to what you do for your customers, clients, and patients.
What do you mean by that?
How do you do that?
Now here’s a great example of how to raise your business resale value by applying this one principle:
Find out what else your customers need, and offer it, as the e-mail alluded to.
My first of many businesses was Dynamic Communication, which evolved into what’s known today as No Hassle Newsletters.
While it’s great that we design newsletters (including branded mastheads for your business) and provide dozens of pages of “done for you” content every month – with access to a ginormous archive that serves as a swipe file the size of Mount Everest – our customers also need their newsletters printed and mailed.
So I teamed up with my good friend Bobby Deraco, who owns a printing company, and we created a new line of business known as the Concierge Print and Mail Service that lets us leverage the power of gang-press printing and bulk mailing to reduce costs and pass the savings to you.
Anyone can visit my website and place an order to get various types of 2-page and 4-page publications, with our without full-page inserts, printed – whether we create it for you, or you create it on your own. (We also do custom orders – you just have to ask.)
For members of No Hassle Newsletters, however, you get monthly coupons you can use for discounts.
And, if you need custom articles written, again, literally anyone can get that right from our website, but No Hassle Newsletters members get discounts.
How can you add more business resale value to your offerings?
A few things to keep in mind.
1) It doesn’t have to be something super-expensive. When you invest in our Cashflow Conversation Code™ sales scripts, for less than the cost of lunch for two even before the current inflation, you can add-on, at point of purchase, my course on how to create an offer that will be irresistible for those you use the scripts with.
2) It doesn’t have to require much (or any) extra work. You can add another recorded course to your main recorded course as a bonus. You can add a recorded course as a resource for customers of your done-for-you services that helps them get even more out of their investment. Also, how much does an extra coaching session cost you to deliver?
3) It doesn’t have to eat into your margins. Candidly, I still make a profit even when our No Hassle Newsletters members use their discount coupons for newsletter printing and mailing as well as custom articles for their newsletters.
4) Heck, it doesn’t even have to be new – it can be old! (Let’s use the term “classic” or “timeless” here.) A few years ago, when I decided to reduce the number of offerings in my cart, I just took several of them and put them in a big, beautiful bundle and applied a discount. It takes the form of what’s known as a “goodie bag”, which means I had to create exactly nothing new to create what has turned out to be a very popular offering.
What does this do for your business resale value?
Okay, I’m going to pull back the curtain here and give you a level of training that usually only comes your way when we work together 1:1 or in a group.
No Hassle Newsletters is basically a graphic design and content creation business.
The primary value for you, as the customer, is that you have us take over managing the design and content of your newsletter – two things that, if you do them yourself, add a heavy logistical burden to your business and make it tempting to, oh, “forget” to send the newsletter because you’re just too busy that month.
I have competition in this space, sure – some of my competitors happen to be personal friends of mine!
What makes No Hassle Newsletters special is the industries we niche in, combined with the wisdom of my 40+ years creating profitable newsletters going all the way back to when I was a youngster working in a bicycle shop.
NOBODY ELSE offers that, even if their service is excellent on its own (different) merits.
I’m not selling No Hassle Newsletters to you (don’t ask), but if I did, you’d be buying assets including its website, members’ area, marketing materials, existing client accounts, organizational processes, proprietary methodology, and my established relationships with my designers and writers, who would simply start working for you instead of me.
What a lot of my competitors DON’T do is print and mail newsletters under the same roof.
So, you’d also purchase the Concierge service, with all of its assets, processes, existing client accounts, and vendor relationships.
I’d also include the Custom Article Generator with all of its “stuff”.
Are you seeing the business resale value here?
Your current business has potential resale value you might not see, because you don’t know what to ask (even if you know TO ask), and you’re not looking at it from the outside in.
That’s where I come in.