In this episode, we are discussing how to manage a basic and a V.I.P membership at the same time.
These two programs don’t have to be entirely separate from each other.
They can be overlapping at times, giving your V.I.P.’s access to all your basic services as well as a bonus while attracting your basic members to ascend to your premium offers.
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3 Big Take Aways
- How to differentiate and position your programs
- How to attract members to ascend from your basic to your V.I.P. membership
- How to chose the right price point to attract clients
Paul & Melissa’s Inner Circle – The private, practical, and personalized Business Mastermind for online entrepreneurs to help you build, launch, and grow your online courses and memberships
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Melissa: All right. So let's hop over to Suzanne for the next question.
Suzanne: Okay. So I am getting ready. I have a small group, a Facebook group out of my last course. I'm going to launch a membership for this small group plus alumni of all my programs. Cause I'm switching from one on one coaching to digital world.Right? What I'm thinking is that there's a lot of people who would like private time with me, but I don't want to manage two groups.
What's your experience with a one membership would that as a low level that has, you know, content and, and Q and A's and guest speakers and some know fun stuff to keep them moving with a success path.Like the main level VIP level has, cause I worked with teams in healthcare practices and then you have you know, one team call every quarter and two doctor calls every quarter.
And so they have an additional, a hundred dollars per month on their bill or something, you know, is a VIP level.Right, right. So when normally it would cost them a lot more than that. So that running it in the same group, they're still all the same group, but there's one group that has private services as well.
Suzanne: I'd like to anybody with any experience with that would be really helpful.
Melissa: Yeah. Yeah.
Paul: Is there any, anybody have any experience with this or any input?
Melissa: As far as like, if you have like a lower level and a higher level of VIP
Paul: Where they might overlap a little bit, If anyone has any experience with the hop on the mic, you're welcome to unmute yourself.
Tazeem: It's something I'm thinking about doing as well. So I'm curious to see what others have to say,but I've done it privately and people have been in the same group, but I haven't done more than one or two people at a time. So that's the big difference, but I'd love to know what you feel would be the best way.
I feel like in some ways it might be a really great way to drip on the people that are in the group to say,Hey, listen, we have a VIP option. If you ever want to explore it, that's what I see it as any way. So but you know, I'm not really sure how well it would work or just what your thoughts are on that.
Melissa: So I'd love to know as well. Thanks for asking the questions Anyone else?Anybody else? Any input or anything?
Paul: Okay. So over the last several years up until a year ago when we a little over a year and a half ago, when we create a "Inner Circle" we were in the photographer niche with one of our memberships and it was a, we called it at the,originally it was called Profitographers inner circle or Profitographers premium.
We called it so many things. It's amazing. And don't ever give yourself a tricky name because nobody can pronounce it and then nobody can find it . That's actual bonus nuggets. Yeah. The cuter is the worst, the worst it is for marketing now. But what we also did at one point is we offered private at one point.
And there's a significant difference between like a 20 to $40 depending on when they came in a month. And we were charging over a thousand dollars a month for private coaching, but we did. And just something that a methodology Melissa and I have done over the last several years is we, whenever we're we have our highest level thing,we normally give access to everything below that.
So we normally, we reverse it. So instead of saying, Hey, here's our lower level thing. And then, you know, it's like, Hey, you're at the top level, you get access to everything below that. So it's just repositioning it. So for instance, we do a, we charge $2,000 a month for private these days in the online space.
And with that, if anybody's a private coaching client during that contract, they also get access in the "Inner Circle". Okay. So right now, like as the moment that we're doing this call "Inner Circle" is at 397 a month it'll go up to 497. So somebody is paying 2000,they get access into, so they can still get supported on like our membership element, but they also have more access, but it's like, we don't put it in.
We don't put it in the other people's faces of the extra things that these get, you know what I mean? So it's just like, they came in at a higher level service, so they get access, but we're not, we're not saying like, Hey guys, we're, we're done with our "Inner Circle" calls. So can all of you guys exit and just Suzanne you stay on because you pay us more money a month.
Like that wouldn't feel good. Right.
So I just think there's just a look at the menu of services and then sell as a higher level product itself. And then actually you can use your membership as the down sell. So you can go in initially saying, Hey, and it's going to be more. And then when they're like, and they do get access to your membership, you know, the standard.
And then if they're like, ah, that's a little bit out of the budget say, well,you know what? Then we do have the membership, which might be more in line with what you need right now. And then maybe when the timing is right, you can, ascend and come into the private or the VIP experience.
Melissa: And what's cool about this too, is that because if you have them all in the same group what will happen in the conversation is that the ones that are paying like the higher level, they're going to have conversations. Like I was on the team call, we talked about this. Like they'll have those conversations inside the group.
So it's going to seed as well to those people that are on that lower tier so that I think that'll naturally happen. So that it will, it will seed it and they'll kind of see like, Oh, what is that? What is the team call? Like, I would love to, I would love to get involved with that. Yeah.
Suzanne: Okay. I've seen you know, you have Dell backstage pass.
No, that goes on.I'm not that, but okay.
Paul: So were you thinking there real quick?
Suzanne: Well, I've just already put out a little bit about the $49 founders membership and given the nature of the relationship with the people. I think that I have to honor that certainly, but I have to let them know if they want to have private time with me,they can also do that.
And that would be at this level. I think, I, I think because the way I've set it up so far, but I think a month from now, I could completely offer it in a different fashion. Yeah, no, sort of like a founder's offer to first, because I have about a list of 25 people I want to offer this founder's offer to,to sort of kickstart it.
Suzanne: And then we'll see who does what, and I was going to build in, in a quarterly mastermind, like a three hour quarterly mastermind on a Saturday morning, you know, for the higher level as well. But I don't think I have any more time, but thank you. That's, that's great. And I can position the top level., Thank you.
Paul: Yeah. And just for everybody's sake, I just want you to think, cause a lot of times when we come out with like a beta launch or founding member launch, like we think like we want to try to make it as economical as possible and just think about it like any other product and service that's in the market.
Like not even just in the internet marketing space is that like,and Suzanne situation, like she already has these high paying clients. So they might perceive a $49 a month offer is something that they're just not interested in. So in a way it's, even if people refuse her offer of this $49, it just might not be the offer that they want from her.
So you, in a bubble, you can be like,Oh, like nobody's willing to pay 49. And it's like, well, no, maybe people are waiting for the $500 offer from her. Cause that's what they're used to and expecting in her niche and her services. Does that make sense? Cause sometimes we get tripped up that we have to keep lowering our pricing and the irony a lot of times is when you raise your price,people perceive you differently and they perceive the access of what you're giving must be at a high quality.
And they're the people that are looking for that extra access, that extra touch
Angela: sorry. No, I just wanted to add to what you were saying. So I, I just wanted to say, so mine are different. So when you said,does anyone have something to add? I didn't want to say yes because mine is structured differently.
It's not quote unquote low end and Vip. It's more so I have my group I have my Academy right where it's like a, you know, 12 week program, group coaching. And then and then I just have my 90 day private.We do it together one on one. So I don't consider it VIP. It is in structure though. And so how I have it as like, when you're in the challenge, which is my lowest cost tier, you get access to me via Facebook live and it's not until you're in my my Academy where you get Facebook live and you get zooms.And then add my private client.
They get like Paul and Melissa, they get everything right. They get the Slack channel, they get the zooms. And and so that's kinda how I structured it. So even as white people may feel like, or I don't want that challenge or they do want the people who want the challenge start with the challenge.And then people who don't want my affordable thousand dollar Academy.
Well, they signed up for my 2,590 day program because they don't have time for a group. So they just want to work one on one. So I just was agreeing with what they were saying. Cause that's how it works for me.
Suzanne: That's great.