Just add more value, right?

Hey there,

Last week, I shared how changing my message attracted my best clients - seasoned B2B business owners with good revenue, booked calendars, and a growing sense of regret that their clients were swallowing them up.

Attracting premium clients is the first step. Then next is what we’ll talk about today - developing offers that match the needs of your new upstream clientele.

The obvious knobs to turn are not only the ones everyone tugs at - they’ll put you out of business if you’re not careful.

Because once more experienced buyers from larger companies start showing up, the reflex is almost always the same: expand the offer.

Make it more robust.
Stretch the timeline.
Add more support.
Become “full service.”

You tell yourself it’s more “comprehensive” so you can justify your pricing.

And then you start to wonder why the work feels heavier than it used to.

Longer sales cycles. Slower closes. And a delivery model that eats the margin it was supposed to generate.

You went from selling 2-week sprints for $2,500 with 70% margin to smaller clients. To 8-week programs for $25,000 with 30% margin to… nobody.

You created a premium-priced offer that takes 4x the time, drains twice the energy, and requires three times the buy-in just to sell it.

And now you’re underwater again, just with a higher price point.

The trap

Most founders assume that moving upstream means making their offer bigger.

Because bigger clients must want more, right?

But what they actually want is the same as everyone else - the best results possible in least amount of time.

They want to tee up their problem and know it’s being handled, without getting dragged into a two-quarter delivery plan that requires 2x per week strategy calls and four stakeholders to sign off at every turn.

They want clarity. Ownership. Boundaries. And most of all, ROI.

Same as you, no?

And it was that same realization that shifted things for me…