SELL LIKE CRAZY: How to Get As Many Clients, Customers and Sales As You Can Possibly Handle

by Sabri Suby

Create Your Offer Next, start thinking about your offer. Your offer is your basic business proposition, and is by far the most important element in your entire sales message. Offer Basics What are you selling? _______ How much does it cost? _______ Who will take immediate action on this offer? ________ How do you claim/buy it? ________

Even if it’s not your whole service, even if it’s a splinter of your core product or service, what could you give prospects that would give them some results right away? Get creative with it. Really think about what your best offer could possibly be. I want you to come up with the most powerful offer you can put down in writing. It should be no more than a few lines. When you’re doing this, it’s really important to remember that no one is going to see this piece of paper except for you at the beginning. This really gives you an opportunity to go over the top and go all out. We want that. Make it outrageous. Now it’s down on paper, start pulling it back to something that you can actually back up and deliver on and that won’t get you sued for false advertising.

Compare this to an offer we created for home building start-up Enso Homes: ‘We’ll build your new home in just 30 weeks or give you $5,000 in cash’. We didn’t just create this offer out of thin air. We found from our research (during the Halo Strategy) that the biggest pain point for consumers commissioning boutique luxury homes was that builders often drag out projects and constantly miss deadlines. And we found that most consumers who are building a new home with a boutique builder are renting, and they really can’t afford to be renting and doubling up on paying repayments on their house and land plus their rental property for an extended period of time. This was the problem keeping them up at night.

Don’t Use These Weak Offers Even if they happen to be valid reasons why people should do business with you, the items listed below are not irresistible offers that motivate people to do business with you: Great customer service Outstanding quality Being innovative Having a great team Being responsive to your customers’ needs Having a great reputation.

I have a saying: ‘If the offer and the guarantee don’t keep the founder up at night, then they’re not strong enough’. You need to create a response from your prospects like, ‘How can they possibly offer this?’ Or, ‘How can they guarantee so much?’ Or, ‘Are these people out of their minds?’ It must look outrageous. It must make the decision a no-brainer for your prospects. A compelling offer is infinitely more powerful than a convincing argument

In the words of the late, great Claude Hopkins, ‘Make your offer so great that only a lunatic would refuse to buy’.

1. Rationale Compelling offers begin with a clear and credible explanation of why you’re making such an outrageously generous offer. Perhaps it’s a ‘Special Introductory Offer’ and you’re so confident that once the prospect experiences the truly amazing benefits your product or service provides, they’ll be a raving fan of your company and a customer for life. Or maybe you have a more efficient business model than your competitors and this allows you to pass the savings onto your customer – exposing a ‘hoax’ or a ‘con’ positioning yourself as a concerned advocate, casting stones at a shared enemy and becoming your new customer’s greatest champion. Whatever your reasoning and rationale for the amazing, truly spectacular and almost unbelievable offer you’re making, put it up in lights and make it abundantly clear to ensure your offer is believable.

2. Build Value First things first: You want to build the value of your offer based on the usual everyday price – this can be what you normally charge or even what your competition is charging. It’s important to establish your regular price and make it seem like really good value. To make your regular price believable, specifics and forensic-like detail are crucial for proof. Tell your prospect where your product has been offered or sold at full price or even how many thousands of people have paid the full price for the product or service. Show, don’t tell: Where possible, it’s very important to include screenshots of other websites and catalogues. This makes it even more believable to the everyday sceptic that this is indeed true and you aren’t building superficial value or hype. Then, illustrate in great detail (sell) why even at full price your product is an incredible deal. Show how your product or service is a mere pittance to what they will make or save, even at the regular price. Then reveal your discount in a way that illustrates your role as your prospect’s advocate and champion. Quantify the monetary benefits the product will deliver and compare it with the almost insignificant price you’re asking in return. Reduce it down to the ridiculous. Breaking the regular price down to a daily or weekly figure and compare it with something far more trivial that they spend more on without even thinking about the expense: A cup of coffee or protein smoothie that’s just $1.33 ...

3. Pricing If the offer you’re making is designed to turn complete strangers into paying clients and customers, the key is to offer a low-end price point that will get you maximum numbers of new customers, plus one or two higher price points to increase your average sale and return on investment. You want to lead with your most aggressive offer and then have two to three upsells after the initial purchase has been made. This makes the first sale as attractive and irresistible as possible and once the prospect has bought the first offer, the additional upsells are met with less friction than if you would have offered a higher price on the front end. You can...