Make an unrefusable sales offer… Sorry to disappoint you, but there will be no Godfather references.

You could be selling the best product for free and still have to work hard (Grant Cardone).

You deal with “too much noise” and heavy competition daily. Hell, most of the time, your biggest enemy is the status quo.

Your Offer should be so good prospects would feel stupid to say no (Alex Hormozi).

That’s what we’ll discuss today.

Disclaimer: Creating and presenting amazing offers takes time, effort and focus. If you feel like giving up, you’re probably doing it right.

YOU DON’T NEED AN EXCEPTIONAL PRODUCT TO MAKE AN EXCEPTIONAL OFFER.

What you’ll get in the next two minutes:

  • Common mistakes to avoid
  • A formula to create un-refusable offers
  • The psychology behind it
  • A bunch of examples
  • A checklist for faster use

AVOID LIKE THE PLAGUE

(1) Talking for more than 30-45 seconds.

Seriously, shut up.

Most people think selling is about talking endlessly. Nothing further from the truth.

The best slogans are short and sweet.

No one likes the sound of your voice as you do. Not even your mum.

You should be able to explain your entire value proposition in one sentence.

Yes, ONE.

(2) Make it about you.

The second major mistake.

Me, me, ME, mE, meeee.

Your prospect doesn’t care about you; they’re not your mum.

You’re asking them for money, time, attention, and effort.

You better make it about them.

Example: HR Techs partner with me to boost SDRs performance to create a stronger pipeline.

One line AND focus on the prospect.

(3) Discussing your bloody features.

Does Ferrari explain why the engine is so quick?

Does Armani explain how they make some of the best clothes in the world?

You don’t need to go into the complete description; no one cares.

(and yes, Italian examples, as I’m Italian).

BUILDING YOUR OFFER

Let’s look at the ingredients you can use for your value proposition.

(1) Define your ICP (Ideal Customer Profile).

Having a clearly defined and niche target is fundamental.

The more precise your target, the more your offer will resonate.

Example: When I started consulting, I was targeting the whole of the SaaS market in the UK, all company sizes.

The stupidest mistake I’ve ever made.

I then niched down, first targeting only Recruitment Tech (my background) but still calling from blue-chip to startups. Again, totally insane.

Now, my target is HR Tech startups or scale-ups with HQ in Europe with up to 200 employees.

My offer resonates ten times more, as it is hyper-tailored.

That’s why you need a clear, niche target market.

(2) What are their pains?

If you take someone’s pain away, they will buy from you.

A glass of water has infinite worth if you’re stranded in the desert.

At home, it’s worth next to nothing.

Your offer should clearly address the pains of your ICP; that’s how you get them to listen.

(3) What do they want?

Luckily, life is not only about fixing pain but also finding pleasure.

What will get your prospect promoted?

What will make them happy?

A value proposition should address pains AND desired outcomes.

Give people what they want, and they will buy from you.

(4) Benefits, Benefits, Benefits.

Forget about your features.

Focus exclusively on the end result.

Apple doesn’t sell phones and computers; they sell an easier life.

What is the solution to addressing pains and wants?

Feature: Your SDRs will have better skills.

Benefit: You will get more pipeline.

(5) Numbers

2+2=4.

That’s one of the simplest ways to explain something obvious.

Why?

Everyone gets numbers to some extent; they’re universal.

Numbers will lend credibility to your offer.

PS: Uneven numbers are more believable.

One liner with data: HR Techs partner with me to achieve a 14% conversion on cold outreach which boosts generated pipeline by at least 22%.

(6) Social Proof

I’ve got a great opportunity; 16 people already invested.

Humans are social creatures; if others validated an idea or offer, you’re far more likely to want it.

Have you ever seen a queue and thought: what’s going on there?

The fact others are interested increases your value.

If you have social proof to show, do it.

One liner with data and social proof: 7 HR Techs partnered with me to achieve a 14% conversion on cold outreach which boosts generated pipeline by at least 22% (total of 278K extra).

(7) The Sales Story

Stories are built into our DNA.

Before the written word, knowledge was passed through stories.

All your favourite movies use a similar story framework:

The hero faces an obstacle that stops them from getting what they want.

If you can take the client on an emotional journey (and the best stories are), you can win them over.

Story: A Swiss client had a 2% response on cold emailing. That hurt his growth, and he risked missing the investors’ targets.

After some adjustments with his ICP, pitch and cadence, he’s now at a 12% response rate and 7% meeting rate, without touching LinkedIn or the phone.

He’s now in a positive outlook and on the way to getting the next investment round.

All these pitches are tailored around my particular target’s pains and desired outcomes.

Task: Write down five examples of your offer trying different formats. Then test it across all channels.

FURTHER POINT:

Every offer will face some common objections.

What can you do to circumvent these objections?

Make it impossibly easy for the prospect to say yes.

Are they concerned about quality? Provide proof.

Do they want to try before they buy? Free trial.

Make it stupid for them to say no.

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