Hi Reader,
QUICK REMINDER: Our next Brand Commons expert roundtable on “Back to school, back to sales” is happening Tuesday at 3pm ET / 12pm PT! Link here to register. It's free to join! |
I’ve been wondering — how do you as a service provider approach Black Friday? This is the time of year where all of the planning really starts to ramp up, so it’s been on my mind.
And actually as I think about it, this kind of breaks down into two questions.
Do you participate in Black Friday? (As a consumer or business owner)
Some of my friends and the folks I subscribe to go all in and it’s a huge revenue driver for their business. Some people give it a hard pass and peace out for those few crazy weeks. And some land somewhere in the middle.
Personally, I tend to be one of those types who go quiet. I don’t love yelling into the virtual ether at the best of times, never mind during the noisiest time of the year.
But every year I wonder whether there are creative ways to make the most of the momentum of the season without sacrificing the kind of sales process I enjoy. (Then I get overwhelmed and say forget it, but there’s always next year 🙃.)
If you do run Black Friday promotions, what does that look like for you as a service business?
If you offer products, the playbook is pretty clear: discounts, bundles, and other pricing strategies are the easiest way to make Black Friday a winner.
But what about if you’re running a Black Friday campaign for your services?
I don’t like offering discounts on my rates in general as those rates represent the value of my time. But I know that lots of other service providers are happy to do this — your mileage may vary!
Other options for Black Friday offers for services could look like:
- Add a bonus — keep your rate the same, but add something extra (an extra session, a workbook, a fast-track review) for people who book that week.
- Fast-action bonus — first 5 or 10 people to book get a perk (priority scheduling, a free add-on). This is great if you’re already limited in how many spots they can book.
- Payment plan — offer a payment plan that's normally not available.
- Extended access — if you sell something with a time limit (course access, support period), extend it for Black Friday bookings.
- Locked-in rate for next year — let people lock in your current rate before a planned price increase, instead of discounting now.
- Offer a service that’s not usually available — open up a limited number of high-touch sessions (like a VIP day) that aren't normally available.
Regardless of whether you do or don’t jump on the Black Friday bandwagon, I do think that the key to a successful sales strategy starts with taking a human-centred approach.
When you’re running a small business, your services and expertise are not a commodity — it’s one person sharing their knowledge and experience with someone else. It’s human and it’s about relationships.
So that’s why I asked 5 super-smart business and marketing friends to join us for our next Brand Commons roundtable on human-centred sales. The insights and strategies they’ll be sharing are timeless and I guarantee that you’ll walk away with some fresh inspiration and ideas, whether or not Black Friday is your thing.
You're already registered, Reader — here’s your calendar link. And if you want to invite a friend, the link is here. Thank you for helping to get the word out, and see you Tuesday!
Until then, I’d love to hear what has worked (or not worked) in your own business and why. Are you running a Black Friday campaign this year? Hit reply and tell me all your plans / feelings :)
Have a lovely weekend,
Kristen