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In this episode, you will learn how to craft a powerful offer. It’s not magical or mysterious! If you break down the basic components of what makes an offer powerful, you will be on your way to feeling more clear and compelling when you talk to potential clients.
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Is it cliche to use the phrase “powerful offer”? I think it can be. When we hear the phrase, it feels a bit mysterious and aspirational. In order to demystify what makes an offer powerful, let’s break it down.
An offer is presenting people with the option to say yes or no your solution for solving a specific problem. Many people believe that a powerful offer is one that gets a yes at the end, and while I don’t disagree, let’s take a pause. That standard can create a lot of pressure. How does it make you feel when you think a powerful offer requires a yes? Getting on a call with that outcome in mind can drive behaviors that goes one of two ways: it can make you feel like you need to be somewhat pushy on the call or since most of us avoid that feeling at all costs, it can make you feel apprehensive and your offer will feel very bland and almost forgettable as a result. In order to remedy this, we have to think of a powerful offer differently in order to create one that doesn’t make you feel nervous and freaked out when you are talking to potential clients and allows you to bring the energy you want to the call.
The best way to approach how you think about a powerful offer is to remove the pressure and allow some space in between the offer and the sale. Today I am going to focus on three components involved when you are talking to a potential client: there’s the offer itself, there’s you, and the potential buyer.
When you are an effective communicator and the buyer is a qualified lead and the benefits of the offer are clear, chances of having the desired results are exponentially higher.
Breaking down the roles of each component helps to put the pieces in its proper place, which means that you can remove the uncertainty of not knowing where to focus or what to change when you want to uplevel your offer.
Today we are going to unpack three components of the powerful offer by focusing on how effectively you communicate, how clear the promise and delivery is of the solution, and how to create and talk to qualified leads. When you improve each of these, the sum total will create a more powerful offer.
Your ability to connect with the client is foundational to the ease of the conversation. This is why we worry about being pushy, but remember, you are operating from self-interest if you are advocating for the client’s results. I want to take a minute to talk about the balance between your likeability and your willingness to advocate for their desired result.
Let’s start with your likeability.
This is an easy one. You are very likeable. You want to help people because you care about the quality of their lives. Of all the sales calls I’ve reviewed, not a single one involved a coach that wasn’t likeable and lovely. Coaches, by nature, want to connect and help others. You want people to trust you and know that you have their back and they should.
However, if you’ve ever felt that being likeable and trustworthy are the main things you need to win people over, you are putting yourself in a vulnerable and precarious position.
A powerful offer is more than you being your amazing self that people like, trust, and connect with. It is important to connect with this deeply because otherwise, you will make offers mean a deeper level of personalization, which is what can make sales feel so uncomfortable and scary. If getting a “no” feels like a rejection of not just your services, but of you and who you are, you will want to be aware of this so that you can de-personalize it.
The other downside is that the overdesire of being likeable means not asking the tougher, more challenging questions.
Taking the focus away from making this a personal interaction and understanding it’s a combination of being your likeable self PLUS a clear offer, a qualified buyer, and effective communication, will ultimately lead to your desired results.
Now that we’ve set the stage, let’s break down the three components for crafting your powerful offer.
- A clear promise and delivery
You want to be very clear on the promise and delivery of your solution. It starts with your own clarity on what you do, why you do it and how it’s a benefit to your client. The most important thing when talking to a potential client is that you want to be sold on your own service. Know exactly what makes you and your service different and why it’s the best option for your ideal client. I want to assure you that you DO have unique value to offer. If you think there’s nothing that special about you or that “All I have is coaching tools”, you are selling yourself short on a personal level. It’s not about your experience, it’s about what you want to create for the client.
Think about what it is that makes you unique and different from other coaches and packages. Some of the differentiators can include your approach, your beliefs, how you use coaching tools, your values, the way you connect, the way you teach, just for starters. If you need to get clarity on this, please don’t just think these things in your head. Write it down. I am such a believer in taking it to pen and paper. So much easier to open up and create a flow of words when you have a pen in hand.
If you aren’t sold on your service, at the price point that you are offering, you will have a hard time selling. I probably don’t have to tell you that because you have very likely felt this way as you are figuring out what you want to offer. The reason you have a hard time will not be because your services aren’t worth it but because it won’t feel aligned with how you currently think about your services. The answer isn’t to low ball your offer either. What it means is that you can elevate the value of your offer by asking yourself what it would require for you to pay the amount you really want to charge. That doesn’t necessarily mean more features, either. Look at coaching programs that you think are high in value and study them. See what they offer and why you think it’s valuable. You can create whatever you want. You aren’t limited and you take direction from the things that inspire you. This makes your business so exciting because you don’t need permission.
- The next component is qualifying the client.
It’s not always about how well you can sell, but it’s also about if the person you are selling to is ready to buy. This is why you want to qualify the buyer before you make any offers. You have to find out where they are at on their journey to a solution. They may be curious right now or feeling a situation out. They may be grasping for straws, not really believing that they can change their situation but seeing if you can inspire them to believe differently.
No matter how good you are at what you do, if you are making an offer to someone who isn’t actively looking to do what it takes to implement a solution, it will be an uphill battle. You have to find out some basic information:
How motivated are they?
What is the transformation that they are seeking?
What do they believe they need?
Until they reach a point where they feel compelled to make a decision, they may not feel moved to make a choice. Now, they feel motivated enough that they are on a call so you don’t have to approach the call with any doubt. You want to approach the call with curiosity. You can and should help them revisit their situation and rethink what is happening now and get clarity on what they really want, what’s blocking them, and show them how it’s totally possible to remove those blocks to get to the other side. THAT can impact their sense of urgency and motivation, for sure, but the bottom line is if they aren’t truly motivated to want the change internally, they are not your best client. You cannot take responsibility for their emotions or make it mean anything about you or your likeability regardless of whether they say yes or no.
Let’s say you have a clear offer and you are communicating effectively. Qualifying the lead means you are learning how ready or open they are to accepting what you have to offer. Either way is fine, so don’t hesitate to find out what’s going on for them.
Think of it like you are offering food. If the person you are talking to isn’t hungry, then it doesn’t matter how delicious your food is, how hard you worked on it or how much time you invested in making it delicious, and the client can even agree that it looks very delicious but if they do not have an appetite, they will not be motivated to get it. You want to assess whether the buyer is not ready to take action on changing their circumstance and that alone is a big benefit to both you and the client. You are helping them gain clarity on their own brain.
Therefore, your job on a consult call is to ask enough probing questions to understand where they are right now so that you can identify whether or not you can help them. This should happen before you even consider making an offer because it will not be powerful without a qualified lead. If the prospect of asking probing questions creates resistance, I want to help you reframe what this means.
Let’s use that food analogy again because I think it’s easier to see how you might already practice probing questions without thinking of it as pushy. Instead, you may think of it as helpful.
So, let’s say you offer a friend some food and they say they aren’t hungry. You could go the path of least resistance and say “oh, ok. Cool. Let me know if you get hungry!” and then it’s the end. That’s how a lot of offers go, right? “Oh, you’re not ready right now?” “You want to talk to your husband first?” “Ok, well nice talking to you!” and it’s the end.
But let’s say you are super excited about how awesome your food is and you don’t want to miss out. There are other options than the path of least resistance. You could ask them when they last ate, when they think they might be ready to eat again, if they like the dish that you made, if they might want to have a dessert instead for now. You could ask them if they would be interested in the food when they are hungry again. In the sales world, this would look like you asking if they feel ready to make a buying decision, what would need to happen for them to want to solve the problem sooner rather than later, their thoughts about the solution you are offering as a potential fit, what they would need in order to feel comfortable with investing in coaching, what blocks they have that are stopping them, what it would take to make them feel like they are making a good decision, what reward would make it worth the risk, why they think it’s a risk, who else would need to be on board in order to make a decision, what that person would need to know in order to feel comfortable. Can you see how these are probing questions that don’t push for a yes but push for clarity? That’s a service you can provide on the call.
An ideal client is ready, willing and able to invest. It’s not someone who has the issues you coach on, it’s someone who wants the help. So when you have a call and they say no, don’t beat yourself up by telling yourself “they are exactly who I help! They were my ideal client and I couldn’t get a yes”. No. They are not ideal if they aren’t motivated to solve their problem. The ideal client will be someone who has budgeted or is willing to budget for the solution. You don’t want to have to convince someone but you do want them to be able to convince themselves by showing them what they COULD as a result of coaching with you.
Since you want to spend as much time with your ideal clients it’s worth making sure you attract them before the call. This means that you are clear in your messaging on who you help, describing their current thoughts or situation, and describing their current thoughts of where they want to be instead as a result of solving the problem. Without a clearly defined problem, there is no clear solution and people will not pay for ambiguity.
When you are accurate and clear in your messaging, ideal clients can self-identify.
Part of the vetting process is knowing where your ideal client is on their journey so that you can let them know they are who you help. This is when you see coaches say things like “You are in the right place if, you are a good fit if…” then you are exactly who I help.
When you ask them probing questions, you can help them see what is holding them back and try to remedy those concerns. You have the opportunity on the call to help them with potential challenges and fears, like they won’t stick to it or they won’t get the results that they want. Show them how your program is different and how you address those very concerns. If they can feel enough certainty, they are moving closer toward a decision.
You are providing a result and you needn’t be afraid to figure out if the person on the other end of the call is someone that you can help. The desire to want to help everyone and not draw a line in the sand on making your offer definitive is going to cost you your own sense of security. Trying to pitch to anyone who will accept your service turns this into a personal thing. Don’t do that. Connect with people, build rapport and then own the situation. They are there investing their time with you but make no mistake, YOU are investing your time in them and what their issues are so that you can see if there is a solution for them and if so, offer it. It’s theirs to lose. Their objections are just their own self-limitations coming out and you don’t have to take it personally. Not at all. When you hear self-imposed limitations, don’t be afraid to find out why they are considering a solution at this time. Remind them that this isn’t the first time they’ve noticed this problem, so why is now different. Show them the ROI mentally and emotionally by understanding what is important to them.
- Effective Communication:
Know your main bullet point items and think from the perspective of the client. How can you communicate so that they are clear on what their result will be after they work with you? How do you describe the benefits you provide? What are the things that you do to deliver on your promise and what is the transformation as a result of those things? Effective communication is being clear in how you convey your offer and the ability to accurately respond to whatever the client says.
I like to distill an offer down to a simple sentence. First I will ask you, from the clients POV, the desired result, the benefit, and the thing they are trying to avoid. Take those answers and fill in the following statement:
I help you get (desired result) so that you can (have this benefit) without ever having to worry (the thing they are trying to avoid).
I help you get good at the sales process so that you can get more clients to a yes without ever having to worry about feeling pushy.
That’s your basic promise. You go into the conversation knowing what you are bringing to the table. All other tools that you have are pointed toward this one end result that you offer and that the client wants.
A few things I want to bring up for you to think about when it comes to conveying your offer clearly. That is to understand and articulate why and how you deliver on your basic promise, but to be able to speak the language of the client in front of you. This means understanding how they think and communicate. Are they quick and to the point? Are they more conversational? You will want to match their cadence and style without changing your message. Use the words they use. That way, you can describe your basic promise to them in their words and it will resonate more deeply and quickly with them.
In practical terms, this means that if your client believes that they don’t have what it takes, you want to help them to see that they actually do. Not in a pep-talk way, but in a “let’s look at your personal resources and way of thinking” kind of way. Listen closely not to just their words but what they believe it means about them and help them to examine their beliefs about their ability to get the results that they want. Being empathetic to the struggle involved with the challenges they face while not buying into their disempowerment is the sweet spot that makes you an understanding human who champions your clients deepest desires.
Listen carefully to how they think and how they make decisions. When you are skilled at listening, you will know exactly what questions you need to ask to excavate the necessary information and move the conversation along.
It is necessary to ask the right questions to get to the heart of the matter and uncover the level of urgency for a solution. The right questions are more than superficial or general.
Here’s the mistake I see most often is when the main purpose of the call is to be conversational and general rather than intentionally driven toward a result. Focusing more on the ease and rapport than whether or not it’s a good fit tends to happen when you want to be liked and not think of you as salesy. If your result is often a great conversion but no conversion, you are creating this with your action of avoiding the deeper issues.
You want to ask questions that are conversational but you are also gathering enough information to identify if you can help solve a problem. Be clear that the only reason this conversation is happening is because they have an issue and you have a solution that will work for them. When you are clear on this in your offer to do the 1:1 call, you have every believe to believe they are there because they want to explore how it would work if they got coaching with you.
Conversely, if you are not speaking about your offer effectively, even if you are talking to a buyer who would potentially want what you have to offer, then you will likely still not get the result you want, which is the sale. They will not be clear on how your service can benefit them and will not want to do the work to figure it out. That’s why this part of the equation is knowing exactly what your offer will do as well as who will benefit the most from it. This is why it is imperative that you are very clear and sold on your own offer.
Those are the three components you can work on to craft a more powerful offer. Your communication, a clear offer and qualifying the buyer. Just pick one area to focus on to get started.
I want to leave you with this, as you go out and make powerful offers.
Don’t make powerful offers mean that you have to be perfect. Resist the temptation to become so results oriented that you negate paying close attention to the importance of the components we talked about today. Becoming solely results oriented encourages perfectionist tendencies that would have you believe that your efforts don’t matter unless you are getting the result you want. It doesn’t allow you to credit yourself for your effort and only looks for fault finding. As my coach said, it’s like a bad Yelp review- only looks to blame and offers nothing useful. Clear and timely offer + Effective communication + qualified prospect = desired results. Desired results could be advancing the client to a yes or to a follow up.
When you have an offer that creates desired results, it’s easy to feel excited about it. You think that’s what you need in order to feel good about your offer. But what you need is to feel great about how you help people solve a problem so that you can have an anchor while you work on crafting a powerful offer that gets desired results. The starting point is way back where we aren’t sure of the offer or how to get qualified leads. The hard part of creating a powerful offer is structuring your mindset so that you can go from an offer that isn’t getting the desired results, which happens earlier in your coaching journey, to the better crafted offer that helps qualified clients to see why your offer is the best option so that they say yes. This transition requires self-evaluation and improvement so in that stage, the prize is the effort, not the result. Too many times we tend to get fixated on the lack of sales and blaming ourselves or believing that no one is willing to pay for what we offer. That perspective creates a world in which we don’t think we are good enough and people aren’t willing to pay for solutions.
The perfectionistic tendencies include all or nothing thinking, which will thwart what could otherwise could be a natural progression toward your goal. It creates anxiety because you constantly fixate on what you haven’t created yet and why you haven’t been able to. Instead, you want to be able to create excitement independent of the desired results because you have to create the belief so that others can have permission to believe in you, too. External validation has its place but it should not be in place of the belief that you have in yourself. If you feel lacking, you will want to work on self-belief over validation. You will have to be your own cheerleader and encourager, which means that you do not want to create anxiety about this for yourself. Perfectionistic behaviors literally create clinical levels of anxiety. An article in psypost.com states that “Perfectionism involves a desire to perform to the highest standards without allowing room for failure. People with perfectionist beliefs tend to be overly self-critical and put pressure on themselves to perform flawlessly at all times.” I would say even if you don’t expect to get clients every time, you are still bringing that energy if you beat yourself up and tell yourself that you aren’t going to make it when you have consults that don’t convert.
Make sure you write down everything about your offer that makes it super valuable, your bullet point items that you can bring to the conversation, and work on creating some deeper, more probing questions that help expose the need and urgency better. You are offering more than a likeable and pleasant conversation, you are providing value and insight.