Hot on the heels of the increased prevalence of remote work, housing prices are soaring across the country. Would-be buyers throughout the country find themselves placing competitive bids well above the asking price, only for the home to be sold to another buyer who made a cash offer.
Wouldn’t it be nice to see similar competition over your business’s services?
The good news is that, unlike in real estate, there isn’t just one “winner.” By creating a great offer, you can build ravenous demand for your business, allowing you to grow your customer base and boost your bottom line like never before.
1. Be clear and direct.
Flashy, Super Bowl-style advertisements may get peoples’ attention, but they don’t always do the best job of communicating your offer’s value proposition. To earn a prospect’s trust, you will be better served by making a clear and direct offer.
While this may not seem as inherently creative, it still requires your copywriting abilities.
To ensure that prospects understand your offer, you must accurately describe the purpose and value of your services. Don’t beat around the bush or try to use extended metaphors.
Get specific. Provide the what, why, and how, so prospects understand what you do, how you accomplish it, and why it matters for them. Don’t be afraid to share numbers when highlighting the benefits of your offer.
While pricing can be part of this messaging, it isn’t the be-all-end-all. In fact, some studies have found that focusing on time savings can create a more favorable attitude toward your brand and its offer.
2. Take risk out of the equation.
In the B2B world in particular, potential clients are often wary to jump at an offer because they view it as a risk. Risk sensitivity — or risk aversion — is a widespread trait among humans and animals alike. This makes us naturally hesitant to try something new.
When large sums of money are involved, risk aversion can be taken to new heights. Because of this, your business offer must highlight how it eliminates risk for the customer.
A great example of this comes from IT support provider ThrottleNet and its “Win-Win” offer. To onboard clients, the company provides its services for free for the first 30 days. No on-boarding fees are involved, and the company will even pay clients $1,000 if they decide to leave before the 30-day period is up.
Perhaps even more important: After this initial period, contract agreements are renewed on a monthly basis. For a prospective client interested in such services, this offer effectively eliminates all risk. They can try the service without any financial loss, while experiencing first-hand if they want to keep using the company in the future.
When you can clearly communicate how your offer eliminates risk, prospects will be far more likely to take you up on it.
3. Get your foot in the door.
The previously cited example also serves as a great case study for what is known as the “foot in the door” sales technique. Derived from the landmark 1966 study “Compliance Without Pressure,” this tactic uses the fact that we are psychologically more likely to say “yes” to a larger request after we’ve previously agreed to a smaller one.
In the study, women who received a phone call asking about the type of cleaning products they used were more likely to let researchers into their home a few days later to see these products in person.
You have plenty of options to achieve similar outcomes. A free trial lets customers experience your service first-hand before onboarding. You could provide an e-book in exchange for a prospect’s email address that can be used for future sales messaging.
When creating a business offer, creating a series of small “yes” moments primes your prospects for making a larger purchase from you later.
An offer they can’t refuse.
Creating a compelling offer that gets prospects to buy isn’t rocket science. Instead, it largely comes down to giving them clear, compelling reasons to try your services for themselves.
Even more important than the offer, however, is what those customers experience afterwards. By making sure that your delivered service lives up to the promises and expectations established in that initial offer, you will gain lasting loyalty that leads to even greater growth.
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