I spent years trying to sell high-end retainer services. Most of my business came from referrals from satisfied clients, not from a marketing or sales process. Revenue was like a roller coaster and clients came in with very unrealistic expectations.
Having a offer stack with smaller “get-acquainted” steps helps clients collect information and do prep work to make the working relationship develop in a healthy way. A strong offer stack includes:
A super low-cost or free offer – Low-risk entry point like a checklist, consultation (like a PDF with solutions to a common problem).
A nurture process – Like an email series that informs and gives prospects the opportunity to make the first move when they are ready
An Anchor offer – A simple service, product, or deliverable where you set the price and exactly what is included (like a low-cost inspection).
Upgrade options – Simple next steps offered as seasonal services, group plans, or service bundles.
Easy ways to commit: Pre-defined contracts, retainers, or subscriptions. Even if the option doesn’t fit, it might increase the interest in custom services.
This isn’t about inventing new services—it’s about organizing and presenting what you already do in a way that builds momentum. It’s about encouraging people to take natural next steps and have realistic expectations.
A give-away that triggers a nurture email gives you a place to explain your anchor offer. People who have worked with you and paid a small fee for an anchor offer are now warm leads for seasonal services.
The key to a successful offer stack is your anchor offer. It needs to be easy for you to deliver and high value for the client. Make it something that will add consistency, not chaos to your world.
Is there something you can do the same day every week? Something where you can have a standard contract, an automated appointment reminder, or an invoice template that can be assigned to a junior associate?
A good anchor offer not only makes life easier, it makes it easier to backtrack or move forward with marketing on your offer stack. Communications build on each other and flow beautifully.
What informational give-away would attract someone who needs anchor offer? What kind of a nurture campaign or seasonal service would help a customer take the next step to solving their problem?
For many businesses, just starting to connect the dots for staff and the customers will get rid of some chaos and add clarity to your operations. I have a worksheet you can use, with a graphic that is easy to share with your team members.
I should probably do a workshop on offer stacks. Let me know if that sounds helpful. If I have enough people request the worksheet maybe I will.
You’ve got this!
Carolyn
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