Cheyenne Carroll #IMSLC: The Art & Science of the Offer

THE ART & SCIENCE OF THE PERFECT OFFERCheyenne Carroll

The Problem• Focus solely on the sale• Only offer value for those who are ready to buy

• No clear calls to action

Why is this a problem?

Create clear paths for all buyers

Want something from someone? Offer them value first. Focus on them. – The Sales Whisperer

How?

Create the right offers and position them the right way:

• Step 1: Know your buyers• Step 2: Understand their buying cycle• Step 3: Match offers to buying cycle• Step 4: Capture leads

Step 1: Know your buyers• Who are my buyers?• What problem(s) are they are trying to solve?• What pressures or obstacles are they facing?• What are their interests?• What is their decision making process?

• What is their role or position?• What questions do they have?• What are they comparing?

• Where are they looking for info?

Step 2: Understand their buying cycle• Awareness - realizes they have a need or need to solve a problem (looking for information/education)

• Consideration - defined their problem and are looking for a solution (looking for options)

• Decision - defined their solution strategy and are looking to buy (comparing options; ready to pull the trigger)

Step 3: Match offers to buying cycle• How-to videos or tutorials

• Checklists • Ebooks• Articles• Blog posts• Case studies• Cheat sheets• Checklists• Ebooks• Email

• Infographics• Podcasts• Reference guides• Slideshares• Surveys• Templates• Videos• Visual content• Webinars• Whitepapers• Kits

• Large definitive guides

• Workbooks• Quizzes• Assessments• Analysis• Demos• Pricing info• Proposal• Bid

Jimmy is new to gym ownership. He needs to buy some gym equipment, but is unsure where to begin, how much he should spend, etc.

• Beginner’s Guide to Buying Gym Equipment [Ebook]

• New or Used: When to Stretch Your Gym Equipment Budget & When to Splurge [Infographic]

• Gym Equipment Budget Template [Excel spreadsheet]

• Purchasing Timeline for Gym Equipment: What Should You Buy First? [PowerPoint worksheet]

• Request a quote

• Phone assessment of equipment needs

Jimmy Gym Owner

Step 4: Capture leads

•Position offer on a landing page•Determine appropriate form fields to require

Step 4: Capture leads• Email only

• Presentation slides• Checklist/scorecard• Podcast

• Name & email• Ebook• Newsletter• Ecourse• Report/whitepaper

• Name, email & company information• Webinar• Consultation• Product demo

• Step 1: Know your buyers• Step 2: Understand their buying cycle• Step 3: Match offers to buying cycle• Step 4: Capture leads