Creating products your customers genuinely love isn’t just about getting them to buy once – it’s about setting up a whole journey that grows with them. For service-based businesses, this can mean shifting from only selling hours to offering a mix of products and services that draw people in, meet them where they are, and keep them coming back.
I describe this as PRODUCTISING A SERVICE BASED BUSINESS
In this blog I want explore how you can create service-based products that fly off the shelves by building a product “staircase” (or ladder) and setting up a simple funnel that nurtures customers at every stage.
Productising a Service-Based Business
Turning a service into a product might sound tricky, but it’s simply about creating set packages or defined offerings that deliver clear, repeatable value. Productising not only gives customers a clear idea of what they’re buying but also makes your life easier by standardising your services.
Define Your Core Offering
Start with the most common service you provide. For example, if you’re a coach, this might be a “Strategy Session” or “Business Jumpstart.” Make it specific, outcome-focused, and give it a price.
Create Packages or Bundles
Think of ways to add value by bundling services. If you usually do one-to-one sessions, perhaps you could create a “3-Session Package” or an “Onboarding + Follow-Up Support” bundle. Customers appreciate options that give them a bit more while making it easier for you to manage delivery.
Tool Tip – Use Your Knowledge to Create ‘Bundle’ Products: Platforms like Teachable or Podia let you turn your knowledge into courses or digital products that can scale. This could be a “DIY” version of your service, where clients can follow along with videos, workbooks and guides.
Building a Product Staircase: Creating a Journey for Your Customers
Imagine your products and services as steps on a staircase. Each step represents a different level of engagement, complexity, or price point, allowing customers to start small and move up as they need more from you. This is your “Product Staircase” – a way to nurture clients and keep them growing with you.
Start with Low-Commitment Offers
These are your entry-level products, perfect for clients who want to dip their toes in the water. It could be a mini-course, a workshop, or even an e-book that offers actionable tips. Think of it as the “starter pack” that introduces your expertise without a big investment.
Note: This is NOT a freebie, lead magnet. Your lead magnet is about getting people interested in you and onto your mailing list. This bottom rung of your ladder is a priced item.
Mid-Level Offers for Deeper Engagement
Once customers have experienced a taste of what you can do, they’ll likely be interested in the next level. Here, you might offer a more in-depth course, a group programme, or a series of coaching sessions. This is where they get to see real, lasting benefits.
High-Ticket, High-Touch Services
At the top of your staircase are your premium, high-value offerings. These could be one-to-one coaching, a custom service package, or an exclusive membership. They’re designed for clients who know you, trust you, and are ready to commit at a higher level.
Tool Tip – Visualise Your Staircase: Use a tool like Canva to create a simple visual of your product staircase. A well-designed graphic can help you, and your customers, see the journey you’re offering at a glance, which can be a great addition to your website or proposals.
The Funnel Process: Guiding Customers from Awareness to Loyalty
A funnel is just a way of guiding customers from their first introduction to your business through to becoming loyal clients. By thinking of your offerings in terms of a funnel, you can design products and services that meet customers’ needs at different stages.
Top of the Funnel – Awareness
At the very start, you want people to know who you are. To attract new people, give them a taste of what you do with a lead magnet.
Freebies like a checklist, a webinar, or a free mini-consultation can help introduce you and your brand.
This is also where content marketing, like blog posts and social media, comes into play.
Middle of the Funnel – Interest
Now that people know who you are, it’s time to offer something with a bit more value.
This is the place for your low-priced product. A workshop, an e-book or a small group session that’s affordable but impactful are a few examples.
It’s at this level you really start to build trust and credibility without potential customers having a large financial commitment.
Exiting the Funnel – Action
Here’s where clients are ready to invest.
This is where you offer your core, high-value services, such as one-to-one coaching or a premium course. By this stage, they’re already engaged, so conversion feels like a natural next step.
Tool Tip – Email Marketing for Nurturing the Funnel: Platforms like Constant Contact or MailerLite let you create automated sequences to guide clients through your funnel. You can set up emails that nurture new leads, showcase middle-funnel offers, and finally, highlight your premium services when they’re ready.
Offering Products at Different Price Levels and Complexity
Not every customer is ready for your highest-ticket offer right off the bat, which is why having products at different price points is so valuable. It’s like saying, “Here’s how we can work together right now, and when you’re ready, there’s even more.”
Create Entry-Level Offers
Even something as simple as a downloadable resource, a template, a checklist or a short consultation can help bring in customers who are interested but aren’t ready for a big investment.
Mid-Range for Engagement
An affordable online course or a short-term group coaching programme can be great for clients who want more than an intro but aren’t ready for full, personalised support.
Premium Offerings for Maximum Impact
For those who are all-in, a top-tier offering – like an intensive one-to-one package or an exclusive workshop series – shows clients they can grow with you at any stage.
Tool Tip – Membership Platforms: A membership site (such as MemberSpace or Mighty Networks) can be a great way to deliver various content and services in a structured way.
This allows you to cater to customers at different stages with exclusive content, Q&A sessions, and a community aspect that adds value.
Set Up a Path for Your Customers to Grow With You
Building a range of products that fly off the shelves isn’t about offering everything to everyone – it’s about creating a path that meets your customers where they are, with options for them to grow as they go.
From a simple, entry-level offer to your premium services, a well-designed product staircase and funnel help you attract, nurture, and retain clients.
Next Steps
Ready to set up your own product staircase and make the most of your offerings? My Business Growth Programme covers every step, from productising your services to building a funnel that works for you.
Let’s work together to create products and services your clients will love, at every stage. Book a Call to learn how we can get started.