In the negotiation process, there are three essential steps: defining the problem (identifying the cause of the issues), determining the direction (specifying the expected outcome for the client after problem resolution), and presenting the solution (introducing the product you are selling). Defining the problem is like building a bridge between you and the client. At this point, the client begins to feel that you understand their challenges. The moment of problem definition is when the client overcomes the emotional barrier preventing them from hearing about your product.
After defining the problem, you need to work with the client to establish the desired outcome. Your offer represents the solution, guiding the client from the problem to the result. Without clearly defining an outcome, your offer loses significance. Remember Alice in Wonderland: if you don't care where you want to go, it doesn't matter which way you take. This is the moment when you start building trust between you and the client. The client begins to see that you could be the solution to their problems. A crucial discussion that arises when setting prices is related to the value the product brings to the client. Without clarifying the outcome the client achieves when using your product, it's like saying your product has no value. Don't be surprised if the client ultimately buys the price, not the product.
Once the problem and outcome are clear, you can discuss the offer. It could be the best offer in the world, but without going through the problem and direction definition, your offer lacks value. This is where the sales process comes in: the selling offer is the solution to increase the conversion rate.
Why?
When collecting prospects, you face the issue of costs. The only solution to reduce the cost of acquiring a customer is to convert them faster. The first step in conversion is a good offer template that speeds up the sales process.
If you don't convert a prospect into a customer, the cost of prospecting is entirely lost.
The effort to reach prospects is increasing, depending on growing competition and an unfavorable business environment. You need a well-defined process to close at least one deal with as many prospects as possible. Otherwise, the cost of growing the company is too high and can lead to bankruptcy.
What are the effects of a good offer template that you can expect?
A good offer significantly reduces the time between when the prospect first hears about you and when they make their first purchase.
A correctly built offer clarifies for your client what they are buying by explaining the most important features that truly matter for their business. It helps them make a quick decision on the price (whether it's good or not). The client needs to see again what you promise, and what result to expect from using your product. It clarifies how to use your product, and for what application. Essentially, a good offer maximizes the chance that a client becomes loyal, meaning they buy repeatedly and recommend you. Why? Because they are satisfied with the price, happy with the result, have no issues with the warranty, and feel they made the right choice for them and their budget.
A good offer is an argument for the client against the most suspicious individuals in their company who question every investment. It helps counter all the arguments from the competition trying to prove that choosing you is wrong. In essence, with a well-constructed offer, you secure a place in the client's mind.
What are the most significant benefits?
You want to generate excitement in the client. Once they buy from you, you want to be on their lips, and discussed with other partners, business associates, and suppliers, who will then seek you out. This path is the cheapest way to reach new customers.
The cost paid for each prospect becomes an investment. Essentially, with a good conversion process, you have customers who recommend you, and you will refresh your customer base in the shortest time.
You position three essential documents in the sales process correctly: the sales landing page (a general offer for all prospects to ensure that those with whom you have the highest chance of doing business come to you), the offer (a document that maximizes the trust of qualified prospects to choose you), and technical specifications (which bring you to the negotiating table when the client makes repeat purchases).
Eight out of ten prospects who have the desire to buy from you become customers.
You will sell to prospects who see value in the products you sell and are willing to pay the price that allows you to grow.