Custom Solutions: The trap that makes agencies and consultants less money.
Saying "yes" to delivering a custom solution might seem like the right way to grow your agency or consultancy, but it only causes headaches down the line.
It's easy to bend yourself out of shape in pursuit of closing a deal.
A client wants an ad campaign? Absolutely… Oh, a website? Just a few images and pixels innit? SEO? No worries, it's just content on a page, right?
Whatever the “thing” is, it may seem easy at face value. But as you stack more and more solutions, you end up playing a game of “managing the absolute cluster f**k of custom solutions” and not “scaling your business”.
I’ve been there. Morphing what I deliver based on who is in front of me, just to make a few pennies. This might close you a deal or two, but it’s gonna hurt later down the road.
You simply cannot deliver “custom” solutions at a scale anymore. The more you sell, the more it compounds and the bigger hole you get yourself into. Having to hire more people, just to “keep up”.
And guess what it affects the most? The agency founder or consultant's ability to earn more money.
Instead of being able to take that money out of their business or re-invest it into growth. They’re forced to spend money on people to deliver all the different solutions they’ve sold.
Not a good spot to be in.
But Ryan, it’s what people want, I’m simply meeting them where they’re at?
Yes, it certainly is a “way” to meet someone where they’re at; but is it the most optimal? Absolutely not.
Closing a deal now only to miss out on making profit in the future is not something anyone should get in the habit of (yes, there are exceptions but that's for another time).
Instead, you need to have a solution to a problem - Not solutions, not services. A single solution to a problem. From here you can make an offer ladder of how you deliver that solution.
Focusing on a problem and single solution will attract right fit clients (AKA the ones who have the problem you can solve). In order to GET there - you need to know what problem you are solving for people and how it shows up in their day to day life.
Before you say “We solve heaps of problems for people, how is that possible” - that is exactly where you’re going wrong. Solving too many problems leads to too many solutions which leads to less money in your back pocket!
Here’s how to get away from selling custom solutions:
Step 1 - Define the problem you solve
It's funny because when I ask an agency founder or consultant what problem they solve, 90% instantly jump to their solutions.
It’s not about you, it's about your buyers. So focus on them.
You have to dig deep. Talk to customers, talk to prospects. Ask them why they are experiencing what they feel. In order for this to work, you have to be willing to challenge what they think.
Most people don’t even know what their problem is, they only know how it shows up for them. These are the pain points. Move past the pain points to layer into the problem.
Write the problem statement as MANY times as you need. Make it start with “The problem is that” to ensure you’re focusing on problems, not solutions.
Here’s my example:
The problem is that you don't want to be the same as everyone else, but you're unsure how to communicate what makes you different.
Step 2 - Frame an offer that solves the problem
I think people look at offers wrong. They view it through a lens of “What I will give to the buyer” and not “What the buyer receives from me”.
I’ve said it once and I’ll say it again… It is not about you. It is about them, so lean into it.
People often overcook their offer and think it needs to be some sort of output based, value packed, cleverly crafted package that talks about all the different things you’re going to do.
It’s not… An offer is how you solve the problem in a sentence or two….
Here’s my example:
Problem: You don't want to be the same as everyone else, but you're unsure how to communicate what makes you different.
Offer: Create an offer that makes buyers say "I need to work with you.”
Step 3 - Give people a reason to care about it
If this is starting to sound familiar to you, it’s probably because you’ve read “The Wedge: A way to make space in a crowded market”.
This is the point of view side of The Wedge. The why it matters. Without a solid narrative around why it matters, your buyers will not be able to see why the problem is urgent and will scratch their head when they see your offer.
Your point of view is what hammers home #1 and #2 and acts as a magnet to the people who have the problem you solve.
Here’s my example:
Problem: You don't want to be the same as everyone else, but you're unsure how to communicate what makes you different.
Offer: Create an offer that makes buyers say "I need to work with you.”
Why it matters: Because being the same as everyone else makes you blend in with the rest of the market.
Stuck building custom solutions and need advice on how to make more profit?
Book a free call with me - I don’t bite (but will make you see what’s possible for your business).