August 8, 2024 • 24 mins
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Ever thought about packaging your unique expertise into a repeatable framework to serve more clients and scale your business? Discover the power of productizing your consulting services, creating consistent revenue streams, and maintaining business development efforts without falling into the feast and famine cycle. By sharing your thought leadership with a broader audience, you can expand your reach and make a greater impact. Grab your coffee, tea, or glass of wine, and tune in for an enlightening discussion on building a thriving consulting business.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
They say, the odds are stacked against us as women,
especially women of color,trying to thrive in the
consulting world.
But rather than wait for a seatat the table that may never
come, what if we build our owntables?
What if we channeled ourtalents into guiding each other
towards the success we deserve?
Welcome to the Black GirlsConsulting Podcast.
I'm your host, dr AngelinaDavis, and I've walked the path
(00:25):
from healthcare consultant to amentor for women like you,
ambitious, unstoppable and readyto make waves in the consulting
world.
This podcast is your go-to spotfor all things entrepreneurial
consulting.
For us as women, especiallywomen of color, think of it as
your weekly coffee date with afriend who's here to dish out
real talk on building a solidbusiness, elevating your thought
(00:48):
leadership and mastering thatall important mindset.
And let's not forget we'redoing all of this while
balancing day jobs, family lifeand running teams.
Yes, we can do it all.
So if you're ready to dive intohow you can grow a thriving
consultancy or get strategiesand insights that actually fit
your busy lifestyle, then you'rein the right place.
(01:09):
Grab your coffee, tea or, hey,even a glass of wine, I won't
judge and let's get started.
Hello, hello, hello.
Welcome to the Black GirlsConsult 2 podcast.
(01:30):
I'm your host, dr AngelinaDavis, and I am excited that you
are tuning in with me today.
I hope to dive a lot deeperinto some information that
you're going to find helpful tobuild and grow your consulting
business and practice and, mostspecifically, to grow that
through the end of the year.
So I know we have all startedwith tremendous goals at the
beginning of the calendar year,and when you get to this midway
(01:53):
point during July and August,you begin to feel as if you're
either ahead of the game right,if you have been making a lot of
progress in that timeframe, inthe first six months or you
begin to feel as if you are farbehind and you're trying to
catch up.
And so what I want to dedicatethe future episodes for the
(02:15):
remainder of this year primarilyto is helping you reach that
finish line.
So those of you who are well onyour way and you're on target
to reach your goals for thisyear, then I'm sure that you
will also learn a lot from theseepisodes.
But I really do want to focus inon those of us who may be
(02:37):
behind a little bit in terms ofachieving our goals, and this is
not to say that you're notsuccessful, because most often,
we set goals that are prettyhigh.
Most of us, as consultants, arevery ambitious people, so when
we're thinking about what wewant to accomplish, we may have
set out for some pretty, prettysignificant goals to achieve,
(02:59):
and I want you to know that youcan still do that.
We have more than enough time,and what I want us to focus on
is how we can finish strong thisyear.
All right, so let's start byasking you this question Do you
ever feel like you're on a neverending treadmill?
You're crafting customizedsolutions from one client to the
(03:22):
next, and you're doing all thiswhile you're watching your
business goals slip further andfurther away?
Because it's hard, let's behonest, to both serve clients as
well as focus on businessdevelopment.
I'm sure you know what I'mtalking about that constant
hustle that leaves you feelinglike you're drowning in just a
(03:44):
sea of endless pitches andproposals and client work.
It can lead even the mostdedicated consultants feeling
exhausted and stuck.
If you are able to relate tothat, then I want us to talk
about how we can get out of thisconstant treadmill hamster
(04:04):
wheel mode.
You know, when I first startedconsulting, I was right there
with you.
Each new client felt like itwas a monumental task to serve.
I mean, the custom solutionsthat I was creating was sucking
all of my energy away.
Everything was focused ontrying to create a new offer, a
(04:24):
new solution, a new method forevery client that I had, and so,
as I did this on an ongoingbasis, I began to feel as if my
business was somewhat stallingand I would even say my vision
was beginning to slip away,because I was so consumed with
(04:45):
the day-to-day grind, the workin terms of client service and
securing more clients and morebusiness.
So I had to begin to think of away to move beyond this
traditional approach of how weland clients and how we serve
clients as consultants, becauseI think often we've been taught
(05:05):
that as experts, our guidanceand the guidance that we're
providing should be customizedeach and every time that we need
to start from scratch and buildeverything from the ground up
for every client that we have,and the thing about doing that
is that it leaves us as adisadvantage, especially as
women and women of color,because we are limited in terms
(05:29):
of our time and our capacity todo so.
You're limited in terms ofmanpower, but then also uniquely
.
As women, we're often limitedbecause we are caretakers, we're
nurturers.
We're doing so much more withinour lives.
That goes beyond our businessand the clients that we serve In
this work our families, ourfriends, our relationships, our
(05:51):
other responsibilities they'reimportant too.
So we have to find a way for usto navigate both the challenges
within our business as well asour personal life and do that
with harmony that doesn't bringon fatigue and exhaustion and
unlimited bandwidth.
Often, when we are creatingthese new offers for every
(06:14):
client, we're just complicatingthat picture, and I found that
there is a better way of doingthat.
Instead of trying to customizeevery offer, every approach for
every client, I want us to startthinking about how we can begin
to save time in that process.
Typically, we're serving clientsthat are rather similar.
(06:34):
They're not coming to us withunique problems.
They feel as if they're unique,but I'm sure you have
recognized after working withclients thus far that many
clients come with similarchallenges.
They're not exactly the same.
So we do have to think abouthow we navigate certain
situations and modify and adapt,but generally, most of what
(06:58):
they struggle with, most oftheir challenges, are rather
similar.
When we are taking that toconsideration.
It's an opportunity for us tothink about how we can pull
together those pieces of thepuzzle that are similar among
the clients that we serve andput that into something that
resembles more of a product,something that we can use over
(07:23):
and over again and that keeps usfrom recreating what we're
doing the service delivery, theoffers, the day-to-day work
recreating that for every client.
We want to start off with asustainable way to build and
grow a consulting business, sowe're going to talk about how
(07:43):
you can begin to package yourexpertise in a way that does not
have you spinning your wheels,that doesn't have you stressed
out and that allows you to takeyour skills and your passion and
drive and actually put it towork in a way that benefits you,
that works with you and yourlifestyle.
Here's the game changer.
I'm talking about productizingyour consulting services.
(08:08):
This is about taking whatyou're already doing and what
you do best, and you want toturn that into a scalable,
high-impact offer that deliversconsistent results.
That means that there is aprocess that you follow that can
be consistently implemented toyield the same result over and
over again for different clients.
(08:28):
Not only is this helpful ingeneral, for your sanity, for
the way that you're running yourbusiness and for you to create
more ease and more comfort inyour life.
But we're going to talk aboutin this episode how this is the
greatest benefit to the clientsthat you're actually serving,
how this is a greatest benefitto the clients that you're
actually serving, because whenyou do this, you're going to
begin to turn what feels likechaos into clarity, and that,
(08:51):
right there, my friend is goingto make all of the difference.
Okay, let's start by talkingabout what productizing your
consulting services actuallymeans.
Now, when you think aboutcreating a product, you're
creating a formula or some typeof recipe that you are going to
put together and sell to aconsumer.
(09:11):
And I know that we don't thinkabout consulting services in
this way, because we are sellingsomething that's intangible our
expertise, our knowledge andour skills.
But productizing yourconsulting services is rather
similar.
It is a matter of packagingyour unique methodology.
So it's the way that you dothings.
It's the insights that youoffer that can help clients
(09:35):
achieve their goals, and whenyou're able to put this together
into some type of package sothat the client can use it
without you having to go throughthe process of building out
something new and sharing thingswith them day to day or moment
by moment.
It makes it a lot easier toserve more people.
(09:56):
So productization is all aboutpackaging your unique expertise,
the things that you know.
It's still a custom approach,right, because what you're
taking are the unique frameworksand concepts and methodologies
that you've used with clients inthe past.
You're finding thosesimilarities between what you
(10:17):
have been able to accomplish andthen piecing that together so
that it is creating a frameworkthat can be used over and over
again to generate similarresults.
You know I always like to thinkabout productization as you
being able to put yourself in abox.
It's almost as if they areopening this gift of your
(10:39):
knowledge that has been packagedto get them one particular
transformation.
Now, this, I wanna stress, isjust one component of what you
do.
So you may offer other services, and we'll talk even about how
you can adapt your productizedoffer into something that looks
(11:00):
a little bit different, basedupon the needs that each client
may have.
But I want to remind you that,although you may make
adaptations, although you maymake changes, you're not
starting from ground zero.
That means that you're saving alot of time and energy by
creating this productizedconsulting service, and there
are a number of benefits tobeing able to do that.
(11:21):
One is that when you are ableto productize your consulting,
you are going to be able toserve more people, because now
you're taking yourself out ofthe day-to-day work to some
capacity and you're putting thatinto a framework or a method
that can be utilized over andover again in a specific
(11:42):
packaging that allows you tooversee it but not have to
deliver it.
You're not having to deliverthat service day in and day out,
and that makes a difference inyour time and your capacity to
do other things.
So one of the benefits of beingable to do this is the fact
that you'll be able to grow,you'll be able to work with more
people and the fact that youwill be able to scale, so that
(12:06):
growth is not just a few clientshere or there, but this growth
is something that you can scaleover time into a much larger
consulting business withouthaving to bring on a massive
team.
That is huge when you'rethinking about starting out as a
solo consultant or a soloentrepreneur.
Now.
An additional benefit of thescalability is the fact that it
(12:31):
can bring consistent revenuestreams when you have a packaged
product.
Right, and we're thinking aboutyour services, like I stated
before is that packaged productsand we're thinking about it as
the thing that you can actuallyunbox.
Although it's not physical,it's still intangible.
We're going to think about itthat way.
When you have this product asoffer, you are able to create
(12:54):
systems and funnels and flowsand approaches to generate
revenue consistently.
So it takes the guesswork outof you being able to acquire
clients.
Often, within consulting, westruggle with feast and famine
mode, and one of the reasons whywe do that is because we are
building out these customizedoffers that have to be delivered
(13:15):
to the ease of our capacity.
We have very little time forbusiness development or to
continue our marketing effortsat the scale at which we need in
order to bring on more clientsat a timely manner through our
sales pipeline, because we justdon't have the bandwidth to
focus all of our attention onthat and it can cause those dips
and those ebbs and flows thatwe typically may feel.
(13:37):
One way of getting around thatis to have this productized
offer that helps you to sellsomething on an ongoing basis.
You don't have to start fromscratch, and nor does this have
to be an offer that provideseverything for your client.
It can actually be somethingthat maybe you piece together
that is an option to sell,instead of doing a manual
(14:00):
on-site discovery offer.
Maybe you're using this inplace of someone who is
following up and beingmaintained through your
consulting services, instead ofyou doing the maintenance on a
quarterly or monthly orbimonthly basis or whatever it
may be.
There are a number of differentways that we can employ the
productized offer, but the keyis the fact that it does allow
(14:23):
for you to keep things going andkeep money flowing in over time
without having those dips.
So that is very, very helpfulin terms of the financial
stability of our businesses andour ability to reach our goals
and our targets.
Now, another benefit ofprivatizing your offer, in
addition to just gaining moreclients, is that it does help
(14:45):
you to expand your reach andinfluence.
So this is where we often arelimited, because, outside of
content marketing or thoughtleadership and other content
creation, maybe speaking onpublic stages, we are somewhat
limited by the work that we do.
Typically, as a consultant, asan advisor, you're not working
(15:08):
with as large of a market asmany other service providers, so
from that standpoint, yourspread of impact.
Your reach is often limited.
One of the things thatproductizing your offer can do
is that it does allow you totake those ideas, the thought
leadership, the concepts, theframeworks that you have created
(15:30):
, and it allows you to sharethat with more people, and the
more people that you're able toshare that with, the more of an
impact that you will make.
So not only is this a matter ofgaining more clients based upon
the actual service or thepackage that you're offering,
but it's about making a greaterimpact even among those who may
(15:52):
not purchase your service.
The product that I offer has theability to do that, because
once you are selling andmarketing this particular
product and there is acommonality that exists among
clients that you serve, thenyou're gonna be speaking to an
audience that is often highlyaligned with the services that
(16:15):
you offer, and this is in vastcontrast to customized services.
If you were creating a solutionon a case-by-case basis, it's
going to be rather difficult foryou to take what applied to
that one business and make itapply to the other businesses
that you may serve or that maybe in your target audience.
(16:36):
It's often very difficult to doand an association is difficult
to make, so one of the waysthat we get around that is by
creating an offer andproductizing an offer that we
can begin to brand, that we canspeak to and share with others,
and it becomes not necessarily ahousehold name but something
(16:57):
close to it for those who are inour industry.
They become very familiar withthe service that we offer.
It's just like the course thatI currently offer, which is the
Consulting Code.
That is an online course thathelps new consultants get their
businesses off the ground toactually jumpstart.
Above and beyond just the simplebasics of getting a website or
(17:20):
trying to determine whether ornot you need an LLC, this goes
into the deep work and practiceof consulting and how you land
your initial clients, and thatis a way of being able to
productize the consulting thatyou have.
It can be productized in acourse.
It can be productized intoworkshops.
It can be productized in acourse.
It can be productized intoworkshops.
It can be productized intovarious packages that utilize
(17:43):
specific frameworks.
There are a lot of ways that wecan do this, but it allows
people to become familiar withthe solution that we offer, to
become familiar with how we canhelp them and become more
familiar with our brand.
So these are all of the waysthat productizing can actually
help in terms of you being ableto expand your impact and your
(18:06):
reach.
Lastly, the biggest benefit thatI would say of productizing
your offer even beyondattracting more clients, even
beyond having a more well-knownand renowned brand around your
business, in terms of yourreaching your impact is you
(18:26):
being able to simplify yourworkflow.
To simplify your workflow, thewhole goal for many of us when
we started our businesses was tocreate something that allowed
us to have the lifestyles thatwe desire, to be able to make
money, make great money, tobuild wealth, but then also to
build a quality life, a lifethat we love.
(18:47):
And in order for us to do that,we need to have space, room to
do that.
We need to have work and lifeharmony in order to accomplish
that, and this is one of thethings that having a productized
offer can actually help you do,because when you are focused on
one core offer, one method ofdelivery, one particular
framework or methodology, thenyou can create templates, you
(19:11):
can devise and set upautomations, you can work with
extended help throughcontractors or maybe virtual
assistants, you can bring on theteam and the resources needed
for you to be stressed overmarketing or even sales.
These are all things that youcan build messaging around more
(19:36):
confidently, and you can tweakit, you can improve it so that
it resonates more and more andmore with the target audience
that you want to serve.
And all of this is true whetheryou're working in the business
to consumer or the business tobusiness space.
The fact that you have a focusarea of work that you can begin
to sell can make the world ofdifference in you being able to
(20:00):
practice at a level of qualitythat more than likely exceeds
your expectations under yourexpectations of high
Expectations, under yourexpectations are high.
So this is just an overallwin-win situation when we
consider productizing theservices that we offer.
You know, I want us to thinkabout how we can begin to do
(20:22):
this moving forward, because theability to attract more clients
, to increase our impact and tosimplify our lives is worth the
effort of creating an offer thatis a product.
As a consultant, I don't wantyou to think that just because
(20:44):
you're an expert, that somehowthis does discredit your
expertise.
Somehow it makes you acommodity, because it does not
Remember that it's a myth thatproductizing your offer is
something that can be easilyreplicated.
You are still creating aproduct around your knowledge,
(21:04):
your expertise, something that'sunique to you, and your lived
experience.
Your frameworks, your concepts,your strategies are all
uniquely yours.
They are not cookbook methods.
This is not a way for someoneto easily steal or replicate
what you're doing.
They may try, but they won'teasily be able to do it, because
(21:25):
what you're sharing is uniqueto you, and I don't want us to
have that fear around this myththat productizing your offer
will make it easier for someoneto steal your intellectual
property or it'll make it easierfor you to become a commodity
in your space.
Actually, it will be theopposite.
(21:46):
This will allow you thebandwidth to capitalize on the
business that you have beenunable to attain and secure,
because now you'll be able tofocus more heavily on acquiring
those larger contracts, onworking with those more
complicated systems orcorporations.
You're going to be able to do alot more once you're able to
(22:07):
take some of these smaller offer, some of these smaller services
, off of your plate.
I want us to think about this aswe move forward through this
year, so that you can increasethe number of clients that
you're able to serve and whatwe're going to talk about in
future episodes is how youactually do this.
So this is why you want tobegin to productize your offer,
but then in our next episode,we're going to talk about how
(22:30):
you actually do this and how youcan do it effectively.
All right, I hope this episodeis one that will help you think
about how to simplify yourbusiness and to increase the
sales that you're going to makethroughout the end of the year.
And tune in, as I stated before, to the upcoming episodes,
because we're going to divedeeper and deeper into these
concepts.
But remember, productizing youroffer is your friend.
(22:51):
Turning your knowledge into apackage, into a product that you
can box up with a bow andribbon and deliver to your
client is gonna be one of thebest things you can do for your
business, and I promise you'regonna thank me later.
All right, guys, if you enjoyedthis episode, don't forget to
subscribe to this channel andalso, if you're listening to
this via audio, then make surethat you leave your rating on
(23:14):
Spotify or Apple Podcasts.
I will greatly appreciate thefive-star rating and the
feedback in the comments.
It does help this podcast togrow and until next time, take
care.
Thank you for tuning in to theBlack Girls Console 2 podcast.
If you enjoyed today's episode,be sure to leave your review on
Apple Podcasts, subscribe andshare it with a friend.
(23:36):
We're on a mission to increasethe success and longevity of
women in consulting, and you canhelp us do just that.
Also, I'd love to hear from you, so let's connect at Dr
Angelina Davis on Instagram orLinkedIn, and don't forget to
visit excel at consultingcom formore information to support
your consulting journey.
Until next time, keep breakingglass ceiling, all right, take
(24:00):
care.
They say, the odds are stacked against us as women,
especially women of color,trying to thrive in the
consulting world.
But rather than wait for a seatat the table that may never
come, what if we build our owntables?
What if we channeled ourtalents into guiding each other
towards the success we deserve?
Welcome to the Black GirlsConsulting Podcast.
I'm your host, dr AngelinaDavis, and I've walked the path
(00:25):
from healthcare consultant to amentor for women like you,
ambitious, unstoppable and readyto make waves in the consulting
world.
This podcast is your go-to spotfor all things entrepreneurial
consulting.
For us as women, especiallywomen of color, think of it as
your weekly coffee date with afriend who's here to dish out
real talk on building a solidbusiness, elevating your thought
(00:48):
leadership and mastering thatall important mindset.
And let's not forget we'redoing all of this while
balancing day jobs, family lifeand running teams.
Yes, we can do it all.
So if you're ready to dive intohow you can grow a thriving
consultancy or get strategiesand insights that actually fit
your busy lifestyle, then you'rein the right place.
(01:09):
Grab your coffee, tea or, hey,even a glass of wine, I won't
judge and let's get started.
Hello, hello, hello.
Welcome to the Black GirlsConsult 2 podcast.
(01:30):
I'm your host, dr AngelinaDavis, and I am excited that you
are tuning in with me today.
I hope to dive a lot deeperinto some information that
you're going to find helpful tobuild and grow your consulting
business and practice and, mostspecifically, to grow that
through the end of the year.
So I know we have all startedwith tremendous goals at the
beginning of the calendar year,and when you get to this midway
(01:53):
point during July and August,you begin to feel as if you're
either ahead of the game right,if you have been making a lot of
progress in that timeframe, inthe first six months or you
begin to feel as if you are farbehind and you're trying to
catch up.
And so what I want to dedicatethe future episodes for the
(02:15):
remainder of this year primarilyto is helping you reach that
finish line.
So those of you who are well onyour way and you're on target
to reach your goals for thisyear, then I'm sure that you
will also learn a lot from theseepisodes.
But I really do want to focus inon those of us who may be
(02:37):
behind a little bit in terms ofachieving our goals, and this is
not to say that you're notsuccessful, because most often,
we set goals that are prettyhigh.
Most of us, as consultants, arevery ambitious people, so when
we're thinking about what wewant to accomplish, we may have
set out for some pretty, prettysignificant goals to achieve,
(02:59):
and I want you to know that youcan still do that.
We have more than enough time,and what I want us to focus on
is how we can finish strong thisyear.
All right, so let's start byasking you this question Do you
ever feel like you're on a neverending treadmill?
You're crafting customizedsolutions from one client to the
(03:22):
next, and you're doing all thiswhile you're watching your
business goals slip further andfurther away?
Because it's hard, let's behonest, to both serve clients as
well as focus on businessdevelopment.
I'm sure you know what I'mtalking about that constant
hustle that leaves you feelinglike you're drowning in just a
(03:44):
sea of endless pitches andproposals and client work.
It can lead even the mostdedicated consultants feeling
exhausted and stuck.
If you are able to relate tothat, then I want us to talk
about how we can get out of thisconstant treadmill hamster
(04:04):
wheel mode.
You know, when I first startedconsulting, I was right there
with you.
Each new client felt like itwas a monumental task to serve.
I mean, the custom solutionsthat I was creating was sucking
all of my energy away.
Everything was focused ontrying to create a new offer, a
(04:24):
new solution, a new method forevery client that I had, and so,
as I did this on an ongoingbasis, I began to feel as if my
business was somewhat stallingand I would even say my vision
was beginning to slip away,because I was so consumed with
(04:45):
the day-to-day grind, the workin terms of client service and
securing more clients and morebusiness.
So I had to begin to think of away to move beyond this
traditional approach of how weland clients and how we serve
clients as consultants, becauseI think often we've been taught
(05:05):
that as experts, our guidanceand the guidance that we're
providing should be customizedeach and every time that we need
to start from scratch and buildeverything from the ground up
for every client that we have,and the thing about doing that
is that it leaves us as adisadvantage, especially as
women and women of color,because we are limited in terms
(05:29):
of our time and our capacity todo so.
You're limited in terms ofmanpower, but then also uniquely
.
As women, we're often limitedbecause we are caretakers, we're
nurturers.
We're doing so much more withinour lives.
That goes beyond our businessand the clients that we serve In
this work our families, ourfriends, our relationships, our
(05:51):
other responsibilities they'reimportant too.
So we have to find a way for usto navigate both the challenges
within our business as well asour personal life and do that
with harmony that doesn't bringon fatigue and exhaustion and
unlimited bandwidth.
Often, when we are creatingthese new offers for every
(06:14):
client, we're just complicatingthat picture, and I found that
there is a better way of doingthat.
Instead of trying to customizeevery offer, every approach for
every client, I want us to startthinking about how we can begin
to save time in that process.
Typically, we're serving clientsthat are rather similar.
(06:34):
They're not coming to us withunique problems.
They feel as if they're unique,but I'm sure you have
recognized after working withclients thus far that many
clients come with similarchallenges.
They're not exactly the same.
So we do have to think abouthow we navigate certain
situations and modify and adapt,but generally, most of what
(06:58):
they struggle with, most oftheir challenges, are rather
similar.
When we are taking that toconsideration.
It's an opportunity for us tothink about how we can pull
together those pieces of thepuzzle that are similar among
the clients that we serve andput that into something that
resembles more of a product,something that we can use over
(07:23):
and over again and that keeps usfrom recreating what we're
doing the service delivery, theoffers, the day-to-day work
recreating that for every client.
We want to start off with asustainable way to build and
grow a consulting business, sowe're going to talk about how
(07:43):
you can begin to package yourexpertise in a way that does not
have you spinning your wheels,that doesn't have you stressed
out and that allows you to takeyour skills and your passion and
drive and actually put it towork in a way that benefits you,
that works with you and yourlifestyle.
Here's the game changer.
I'm talking about productizingyour consulting services.
(08:08):
This is about taking whatyou're already doing and what
you do best, and you want toturn that into a scalable,
high-impact offer that deliversconsistent results.
That means that there is aprocess that you follow that can
be consistently implemented toyield the same result over and
over again for different clients.
(08:28):
Not only is this helpful ingeneral, for your sanity, for
the way that you're running yourbusiness and for you to create
more ease and more comfort inyour life.
But we're going to talk aboutin this episode how this is the
greatest benefit to the clientsthat you're actually serving,
how this is a greatest benefitto the clients that you're
actually serving, because whenyou do this, you're going to
begin to turn what feels likechaos into clarity, and that,
(08:51):
right there, my friend is goingto make all of the difference.
Okay, let's start by talkingabout what productizing your
consulting services actuallymeans.
Now, when you think aboutcreating a product, you're
creating a formula or some typeof recipe that you are going to
put together and sell to aconsumer.
(09:11):
And I know that we don't thinkabout consulting services in
this way, because we are sellingsomething that's intangible our
expertise, our knowledge andour skills.
But productizing yourconsulting services is rather
similar.
It is a matter of packagingyour unique methodology.
So it's the way that you dothings.
It's the insights that youoffer that can help clients
(09:35):
achieve their goals, and whenyou're able to put this together
into some type of package sothat the client can use it
without you having to go throughthe process of building out
something new and sharing thingswith them day to day or moment
by moment.
It makes it a lot easier toserve more people.
(09:56):
So productization is all aboutpackaging your unique expertise,
the things that you know.
It's still a custom approach,right, because what you're
taking are the unique frameworksand concepts and methodologies
that you've used with clients inthe past.
You're finding thosesimilarities between what you
(10:17):
have been able to accomplish andthen piecing that together so
that it is creating a frameworkthat can be used over and over
again to generate similarresults.
You know I always like to thinkabout productization as you
being able to put yourself in abox.
It's almost as if they areopening this gift of your
(10:39):
knowledge that has been packagedto get them one particular
transformation.
Now, this, I wanna stress, isjust one component of what you
do.
So you may offer other services, and we'll talk even about how
you can adapt your productizedoffer into something that looks
(11:00):
a little bit different, basedupon the needs that each client
may have.
But I want to remind you that,although you may make
adaptations, although you maymake changes, you're not
starting from ground zero.
That means that you're saving alot of time and energy by
creating this productizedconsulting service, and there
are a number of benefits tobeing able to do that.
(11:21):
One is that when you are ableto productize your consulting,
you are going to be able toserve more people, because now
you're taking yourself out ofthe day-to-day work to some
capacity and you're putting thatinto a framework or a method
that can be utilized over andover again in a specific
(11:42):
packaging that allows you tooversee it but not have to
deliver it.
You're not having to deliverthat service day in and day out,
and that makes a difference inyour time and your capacity to
do other things.
So one of the benefits of beingable to do this is the fact
that you'll be able to grow,you'll be able to work with more
people and the fact that youwill be able to scale, so that
(12:06):
growth is not just a few clientshere or there, but this growth
is something that you can scaleover time into a much larger
consulting business withouthaving to bring on a massive
team.
That is huge when you'rethinking about starting out as a
solo consultant or a soloentrepreneur.
Now.
An additional benefit of thescalability is the fact that it
(12:31):
can bring consistent revenuestreams when you have a packaged
product.
Right, and we're thinking aboutyour services, like I stated
before is that packaged productsand we're thinking about it as
the thing that you can actuallyunbox.
Although it's not physical,it's still intangible.
We're going to think about itthat way.
When you have this product asoffer, you are able to create
(12:54):
systems and funnels and flowsand approaches to generate
revenue consistently.
So it takes the guesswork outof you being able to acquire
clients.
Often, within consulting, westruggle with feast and famine
mode, and one of the reasons whywe do that is because we are
building out these customizedoffers that have to be delivered
(13:15):
to the ease of our capacity.
We have very little time forbusiness development or to
continue our marketing effortsat the scale at which we need in
order to bring on more clientsat a timely manner through our
sales pipeline, because we justdon't have the bandwidth to
focus all of our attention onthat and it can cause those dips
and those ebbs and flows thatwe typically may feel.
(13:37):
One way of getting around thatis to have this productized
offer that helps you to sellsomething on an ongoing basis.
You don't have to start fromscratch, and nor does this have
to be an offer that provideseverything for your client.
It can actually be somethingthat maybe you piece together
that is an option to sell,instead of doing a manual
(14:00):
on-site discovery offer.
Maybe you're using this inplace of someone who is
following up and beingmaintained through your
consulting services, instead ofyou doing the maintenance on a
quarterly or monthly orbimonthly basis or whatever it
may be.
There are a number of differentways that we can employ the
productized offer, but the keyis the fact that it does allow
(14:23):
for you to keep things going andkeep money flowing in over time
without having those dips.
So that is very, very helpfulin terms of the financial
stability of our businesses andour ability to reach our goals
and our targets.
Now, another benefit ofprivatizing your offer, in
addition to just gaining moreclients, is that it does help
(14:45):
you to expand your reach andinfluence.
So this is where we often arelimited, because, outside of
content marketing or thoughtleadership and other content
creation, maybe speaking onpublic stages, we are somewhat
limited by the work that we do.
Typically, as a consultant, asan advisor, you're not working
(15:08):
with as large of a market asmany other service providers, so
from that standpoint, yourspread of impact.
Your reach is often limited.
One of the things thatproductizing your offer can do
is that it does allow you totake those ideas, the thought
leadership, the concepts, theframeworks that you have created
(15:30):
, and it allows you to sharethat with more people, and the
more people that you're able toshare that with, the more of an
impact that you will make.
So not only is this a matter ofgaining more clients based upon
the actual service or thepackage that you're offering,
but it's about making a greaterimpact even among those who may
(15:52):
not purchase your service.
The product that I offer has theability to do that, because
once you are selling andmarketing this particular
product and there is acommonality that exists among
clients that you serve, thenyou're gonna be speaking to an
audience that is often highlyaligned with the services that
(16:15):
you offer, and this is in vastcontrast to customized services.
If you were creating a solutionon a case-by-case basis, it's
going to be rather difficult foryou to take what applied to
that one business and make itapply to the other businesses
that you may serve or that maybe in your target audience.
(16:36):
It's often very difficult to doand an association is difficult
to make, so one of the waysthat we get around that is by
creating an offer andproductizing an offer that we
can begin to brand, that we canspeak to and share with others,
and it becomes not necessarily ahousehold name but something
(16:57):
close to it for those who are inour industry.
They become very familiar withthe service that we offer.
It's just like the course thatI currently offer, which is the
Consulting Code.
That is an online course thathelps new consultants get their
businesses off the ground toactually jumpstart.
Above and beyond just the simplebasics of getting a website or
(17:20):
trying to determine whether ornot you need an LLC, this goes
into the deep work and practiceof consulting and how you land
your initial clients, and thatis a way of being able to
productize the consulting thatyou have.
It can be productized in acourse.
It can be productized intoworkshops.
It can be productized in acourse.
It can be productized intoworkshops.
It can be productized intovarious packages that utilize
(17:43):
specific frameworks.
There are a lot of ways that wecan do this, but it allows
people to become familiar withthe solution that we offer, to
become familiar with how we canhelp them and become more
familiar with our brand.
So these are all of the waysthat productizing can actually
help in terms of you being ableto expand your impact and your
(18:06):
reach.
Lastly, the biggest benefit thatI would say of productizing
your offer even beyondattracting more clients, even
beyond having a more well-knownand renowned brand around your
business, in terms of yourreaching your impact is you
(18:26):
being able to simplify yourworkflow.
To simplify your workflow, thewhole goal for many of us when
we started our businesses was tocreate something that allowed
us to have the lifestyles thatwe desire, to be able to make
money, make great money, tobuild wealth, but then also to
build a quality life, a lifethat we love.
(18:47):
And in order for us to do that,we need to have space, room to
do that.
We need to have work and lifeharmony in order to accomplish
that, and this is one of thethings that having a productized
offer can actually help you do,because when you are focused on
one core offer, one method ofdelivery, one particular
framework or methodology, thenyou can create templates, you
(19:11):
can devise and set upautomations, you can work with
extended help throughcontractors or maybe virtual
assistants, you can bring on theteam and the resources needed
for you to be stressed overmarketing or even sales.
These are all things that youcan build messaging around more
(19:36):
confidently, and you can tweakit, you can improve it so that
it resonates more and more andmore with the target audience
that you want to serve.
And all of this is true whetheryou're working in the business
to consumer or the business tobusiness space.
The fact that you have a focusarea of work that you can begin
to sell can make the world ofdifference in you being able to
(20:00):
practice at a level of qualitythat more than likely exceeds
your expectations under yourexpectations of high
Expectations, under yourexpectations are high.
So this is just an overallwin-win situation when we
consider productizing theservices that we offer.
You know, I want us to thinkabout how we can begin to do
(20:22):
this moving forward, because theability to attract more clients
, to increase our impact and tosimplify our lives is worth the
effort of creating an offer thatis a product.
As a consultant, I don't wantyou to think that just because
(20:44):
you're an expert, that somehowthis does discredit your
expertise.
Somehow it makes you acommodity, because it does not
Remember that it's a myth thatproductizing your offer is
something that can be easilyreplicated.
You are still creating aproduct around your knowledge,
(21:04):
your expertise, something that'sunique to you, and your lived
experience.
Your frameworks, your concepts,your strategies are all
uniquely yours.
They are not cookbook methods.
This is not a way for someoneto easily steal or replicate
what you're doing.
They may try, but they won'teasily be able to do it, because
(21:25):
what you're sharing is uniqueto you, and I don't want us to
have that fear around this myththat productizing your offer
will make it easier for someoneto steal your intellectual
property or it'll make it easierfor you to become a commodity
in your space.
Actually, it will be theopposite.
(21:46):
This will allow you thebandwidth to capitalize on the
business that you have beenunable to attain and secure,
because now you'll be able tofocus more heavily on acquiring
those larger contracts, onworking with those more
complicated systems orcorporations.
You're going to be able to do alot more once you're able to
(22:07):
take some of these smaller offer, some of these smaller services
, off of your plate.
I want us to think about this aswe move forward through this
year, so that you can increasethe number of clients that
you're able to serve and whatwe're going to talk about in
future episodes is how youactually do this.
So this is why you want tobegin to productize your offer,
but then in our next episode,we're going to talk about how
(22:30):
you actually do this and how youcan do it effectively.
All right, I hope this episodeis one that will help you think
about how to simplify yourbusiness and to increase the
sales that you're going to makethroughout the end of the year.
And tune in, as I stated before, to the upcoming episodes,
because we're going to divedeeper and deeper into these
concepts.
But remember, productizing youroffer is your friend.
(22:51):
Turning your knowledge into apackage, into a product that you
can box up with a bow andribbon and deliver to your
client is gonna be one of thebest things you can do for your
business, and I promise you'regonna thank me later.
All right, guys, if you enjoyedthis episode, don't forget to
subscribe to this channel andalso, if you're listening to
this via audio, then make surethat you leave your rating on
(23:14):
Spotify or Apple Podcasts.
I will greatly appreciate thefive-star rating and the
feedback in the comments.
It does help this podcast togrow and until next time, take
care.
Thank you for tuning in to theBlack Girls Console 2 podcast.
If you enjoyed today's episode,be sure to leave your review on
Apple Podcasts, subscribe andshare it with a friend.
(23:36):
We're on a mission to increasethe success and longevity of
women in consulting, and you canhelp us do just that.
Also, I'd love to hear from you, so let's connect at Dr
Angelina Davis on Instagram orLinkedIn, and don't forget to
visit excel at consultingcom formore information to support
your consulting journey.
Until next time, keep breakingglass ceiling, all right, take
(24:00):
care.
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