How To Sell Multiple Products To Your Customers

What is the difference between a product line and a product curriculum

“the product line is just here's all my stuff the product curriculum is wow it's really good that I met you because I think I can help you with some of your needs so here's a product and by the way if you enjoy that one there's a multi-step process after this to develop you to the next level and the next level and the next level”

— Eben Pagan▶ 5:48

A product line is just a collection of products, while a product curriculum is a strategic educational journey. With a product curriculum, you guide customers through multi-step development processes where each product builds on the previous one.

How do you create competitive barriers with product strategy

“what if each product could be its own new Niche or category so what if each product could be its own category I thought that would be cool because then if you want to compete with us and you compete with that product you're competing with a category itself”

— Eben Pagan▶ 1:35

Make each product its own category so competitors have to compete with entire categories rather than individual products. This creates a defensible stronghold with high barriers to entry.

How to identify what backend products to create for your business

“where are the biggest needs in the customer what are the customers looking for where are their biggest challenges”

— Eben Pagan▶ 3:02

Focus on your customers' biggest needs and challenges rather than general market wants. Identify where customers struggle most and create specific products that speak directly to those needs.

How to link products together in a curriculum format

“I Daisy chained all of these products together and linked them and now what do I have a business yes I have a curriculum”

— Eben Pagan▶ 5:16

Create a daisy chain where each product connects to the next, guiding customers through progressive development levels. Base the sequence on customer needs and natural progression of skills or knowledge.

What mindset should you have when selling a product curriculum

“a product curriculum that mindset is it's education it's helping another person it puts you in that mindset”

— Eben Pagan▶ 6:18

Position yourself as an educator helping customers develop rather than just selling products. Focus on the educational value and multi-step development process you're providing.

From Product Lines to Strategic Curriculum

Pagan introduces the concept of planning a product curriculum as businesses scale beyond initial success. Rather than launching disconnected products, he advocates for creating each product as its own defensible category that competitors cannot easily replicate.

Identifying Customer Needs for Backend Products

Using his dating advice business as an example, Pagan demonstrates how to identify specific customer challenges and create targeted solutions. He moved from general programs to specific needs like approaching conversations, online dating, and inner game development.

Creating Competitive Barriers Through Categories

Pagan explains his strategic approach of making each product its own category, forcing competitors to compete with entire categories rather than individual products. This creates what he calls a 'very defensible stronghold' with high barriers to entry.

Linking Products into Educational Journeys

The final section covers how to 'daisy chain' products together into a curriculum that guides customers through progressive development. This educational approach positions the business as helping rather than just selling, creating stronger customer relationships and progression paths.