Making an offer to your prospect can be overwhelming. If you’ve spent weeks building a relationship with them, getting to know them and finding ways to support them then you might feel nervous to push them to buy.
If you’ve prepared your offer with your prospect in mind then what you are doing is providing a solution to their problem, which makes it an exchange more than a sale. Don’t worry if this is all sounding a bit foreign at the moment, this blog was written to walk you through;
What an offer is
Features vs benefits
How to create an offer
When to make your move
Whether it will sell
Along the way we will look at best practices and key tips that will get your offering from a dull glow to a sparkling shine!
What is an offer?
An offer is not a sales promotion. It is the carefully crafted solution that you share with your customer - something that is so beneficial to them that they must have it.
It’s a Ford service for a Ford car plus a guarantee. It’s puppy training for an owner who has a challenging pup. It’s website design for a startup who needs a website.
An offer is the shiny apple your prospect needs to better their life. It’s the service you provide, the solution that will benefit their business.
You want your offer to;
Add value to your prospect
Be totally benefit driven
Not be a sales promotion
Clearly the prospect should always be the focus of your offer.
How do I create an offer?
We’re going to work through how to create an offer with help from our friend Fiona. Fiona is a business consultant.
For clarification before we move on; a business consultant supports businesses through the planning, implementation and education phases. They work directly with business owners to develop a business plan, identify marketing needs and grow the necessary skills for independent ownership.
Fiona is looking for new clients and needs to build an offer based on her prospects' big problem.
Firstly, highlight your prospects biggest pains. To make an offer that is intentionally for your customers you need to start with what they need.
For example, if you are a business consultant your prospects may have problems such as;
Low interest in product launches
Not enough traffic through the door
Unable to increase ROI
At this time we want to choose one pain to solely focus on. Let’s select “low interest in product launches”.
Fiona needs to work out how to solve this problem for her customers with a package that supports businesses with planning a product launch that is relevant to their prospects.
This could include;
Customer research with surveys and polls
Testing product labels/packaging
Marketing support for launch
Creation of measurables for product
Campaigns for excitement, sales and follow up
Offers need to be holistic but at first sight they need to solve your customer’s problem immediately so Fiona needs to give her package a slamming name like: “Guaranteed higher interest in your product launch”.
So now you have the base structure of an offer that is a massive solution for your customers' big pain. But are they ready for it?
Let’s talk about awareness and offers
If your prospect doesn’t know they have a problem how do they know they need a solution?
There are five levels of awareness, and where they are in that journey dictates what information you give them, and whether or not you’ll get the conversion;
Completely Unaware - customer doesn’t know why they have a need and has no ties to you or your product
Problem Aware - customer is aware there is a problem but doesn’t know your product is the solution
Solution Aware - customer can see the benefits but still doesn’t know your product is the solution for them
Product Aware - customer knows there is a product but isn’t ready to commit
Most Aware - customer knows about your product, knows it will solve their problem and they want it
Making an offer aimed at the ‘most aware’ level when your target audience is hovering around the ‘problem aware’ stage means that it won’t be relevant to them and therefore not enough to push them to take action.
You need to build a journey that pushes them through the awareness stages until they are ready to commit to the offer you’ve been dangling.
Study up on awareness levels here.
What about features and benefits?
When you’ve nailed the structure of your offer and you are targeting the right people at the correct awareness level - what’s next to flesh out your offer?
Firstly, features are surface statements. This means that they describe what it is and what it can do.
Secondly, benefits are more about what the user will accomplish with the product.
Features are fabulous but benefits are better! They show the customer what they can achieve and how your product will improve their life.
Creating an offer that not only identifies the benefits but showcases them will get much more positive responses than an offer shrouded in features. Telling them what it can do is important but not as important as showing them how their lives will be better with said product.
When do I make the offer?
Timing is everything. If you have a bunch of fresh leads who have just joined your list and your first email is a sales email shoving an offer down their throat - they won’t buy it.
You need to add value, position yourself as the expert and give them reasons to trust you.
You can do this in several ways. Here are some examples;
Building a rapport with your list means that you are putting effort into establishing a relationship which will organically fuel trust. Trust = sales.
When you’re consistently adding value, your engagement is healthy and you have done your research on what your list is looking for then make the offer.
If you’ve sent a few sporadic emails that aren’t enhancing their experience but more about your business then it’s not the right time. You might sell a few but you won’t create the long term customer that will be an advocate for your business for years to come.
In conclusion, to create an offer that will sell itself you need to;
Know your target audience and understand their pains
Establish a relationship with your list
Build a solution with clear benefits
Add value before you share your offer
Preparation is key and timing critical so take care to devote yourself to building an offer that will see itself!
We’re here to guide you through should you need it, book a free thirty minute call and let’s see how we can help you make better offers and more sales.
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This session is for you if you are looking for actionable strategy that you will gain through one on one time with an expert.