What's Your Maturing Market Model?

What's Your Maturing Market Model?

What's Your Maturing Market Model?

By John Jantsch

treesThe title to this blog post is not some politically correct way to suggest you focus on the AARP crowd. What I am suggesting here is a product or service model that allows you to attract customers with an “easy to try” offering and intentionally move them along to substantially greater offerings in terms of scope and cost.

Software companies, particularly the new online breed of software, are great at this. Almost all software services come with a free trial offer period and, in some cases, a free version altogether. They even include free or low-cost services to take the pain out of moving from a competitor. Of course, the strategy is to then move you up to the full powered version once you’re hooked. In addition, there are upgrades for when you grow with the service and need to add people. And lastly, there are add-on products and services, including some from strategic partners, that make life even greater.

Every business needs to surround their core offerings in this way. If you sell a product, you certainly should be complimenting it with services. If you sell services, there are products out there, including your training manual as a product, that could enhance your offerings.

I’ve written before about what I call the 7 Stage of the Customer Life-Cycle: Know, Like, Trust, Try, Buy, Repeat, and Refer.

The goal of a maturing market strategy would be to make sure you have offerings for try, buy, and repeat, and make sure that each of those stages has just the right combination of offerings to move your customers through them.

This way of thinking may certainly cause you to rethink your entire product/service mix, but that’s exactly what must be done. I’ve witnessed dramatic changes in small businesses when they just grasp the idea of creating a trial or low entry point offering. Giving people a taste of how great you are without asking them to risk too much to find that out is a powerful marketing tactic. Having something increasing more valuable and more costly once you’ve gained their trust is the key to building and sustaining marketing momentum.

So, the questions for your strategic thinking on this:
1) What is your free or trial offering?
2) What is your starter offering?
3) What is your “make it easy to switch” offering?
4) What is your core offering?
5) What are your add-ons to increase value?
6) What is your premium – “members only” offering?
7) What are your strategic partner pairings?

Reblog this post [with Zemanta]

Tips for Getting Your Audience to Stay on Your Website Longer
You put a lot of time, effort, and money into developing a website for your business. So you want to be sure that it’s capturing people’s attention and giving them the information they need to feel good about doing business with you. But no one can learn what you’re all about in a second or […]
10 Things to Consider About Your Website in 2019
Marketing Podcast with John Jantsch on the 10 Things to Consider About Your Website in 2019 You’ve started a business and created your website. But that doesn’t mean your work here is done. Behaviors and trends change, your needs shift, and your website must continue to evolve so that it’s meeting your goals. The first […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.

Grab 7 Steps To Marketing Success

This eBook has been downloaded and used by thousands of business owners and marketers to use as a blueprint for marketing success. Start building your marketing system today!
x