Wouldn’t it be great if your website visitors were so amazed by your work they felt compelled to take action on your site!?
At Sales Higher, we’ve seen some offers convert as high as 11%. That means for every 10 visitors, at least one took the desired action.
In this article we’ll look at ways companies selling B2B can structure their online offers in a way that encourages prospects to take action and become a lead.
Solve Their Problem (Now)
When your typical website visitor comes to your site, what do they experience?
Does your site solve their primary problems or concerns?
When we look at how to craft an irresistible offer, it’s a good idea to view things through the lens of your prospective clients.
Your potential clients are already overwhelmed with information and offers. Virtually every site they visit wants them to fill out a form. And there simply isn’t any more room in their in-box for another ‘newsletter’ or ‘update’. You’ll only capture their information if they think you can solve their current biggest problem.
So, for an offer to be ‘irresistible’, it has to solve (or partially solve) a big problem. Ideally, it needs to happen RIGHT AWAY.
Irresistible Means Being Different
An ‘offer’ can be anything. For example ‘10% off, this week only’.
But an irresistible offer isn’t something that’s temporary, or transient (like price). It’s how you differentiate your company from your competitors. It’s a permanent way of doing business that’s baked into your company’s business plan. It’s an expression of self that means you are different from anyone else out there.
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What Makes A Great Irresistible Offer?
Buying a B2B solution involves more trust than is ideal. This is because buyers don’t always have a clear, convenient way to resolve service issues.
Imagine you buy a watch that fails to tell time. In that case the store or manufacturer will usually replace or repair the product.
But if you hire a software developer and later discover the software doesn’t perform as expected, there’s often not much you can do.
So the best ‘Irresistible Offers’ specifically incorporate buyer risk, or buyer outcomes into their areas of differentiation.
Irresistible Offers That Convert
Here are a few ways to create an irresistible offer that converts.
Imagine being so ill that you require a complex operation on your brain.
You are given the choice between two surgeons. One is a world famous brain surgeon. The other is a family doctor who sometimes does brain surgery on the side. Which one would you pick?
Yeah, it’s a silly example. But it’s not hard to choose which doctor you want cutting open your brain.
The funny thing is, we see the same thing in business, too. In every industry there are companies that claim broad expertise across a wide range of fields.
Consider a simple accounting firm. Their website might claim they have capabilities in bookkeeping, auditing, accounting, business consulting, and so on. On the one hand, it’s nice to have an ‘all in one’ solution available. On the other hand, it’s worth questioning whether they have the talent available to be expert in all those areas. In reality, some firms just outsource non-core work to niche experts.
Buyers need to know you are great at what you do. And part of being great is focus and niche expertise. For example, Sales Higher is a lead generation company. There are lots of ways to generate B2B leads. But we focus on doing email outreach better than anyone else on the planet.
Pay Nothing Until It’s Perfect
If your business model allows you to charge on the back end then a no risk / low risk offer works well. The prospective buyer KNOWS they are going to get the outcome they want, or they don’t have to pay a cent.
If you go down this route you need to accept up front there will be a few people that take unfair advantage of your offer. But all the other business you receive should (hopefully) offset a few idiots.
Don’t Pay Until (Outcome)
This business model works really well when your inputs are small and results are variable. It’s best when the value of your service is very high.
For example, some legal firms specialize in achieving specific outcomes for their clients. A common example would be, don’t pay anything unless we get you out of your traffic ticket. For drivers, the cost of the ticket itself is annoying. But increases to insurance can be punitive. So it’s worth paying a high fee for a traffic ticket specialist. Especially if they’ll work on an outcome basis.
Entice Entry With A Loss Leader
Some industries have a high lifetime value per client. In which case a loss leader can get new clients in the door and bind them to your firm long term.
For example, an accountant could offer “Free Company Incorporation”. They might lose money initially, but will get ongoing accounting and compliance work. This works especially well in accounting because it’s a ‘sticky’ service. Clients don’t want to change accounting providers unless they have to.
Get [great outcome] Or We’ll [great outcome]
Everyone loves a great deal that addresses their goal, and reduces their vendor risk. With this in mind, promise a specific outcome you know the client wants to achieve. If the target isn’t achieved then other conditions take effect.
For example, when companies need non-executive staff, they usually need them quickly. So an offer like “We’ll introduce 3 qualified candidates in 36 hours or we’ll drop our fee by HALF” is a huge win-win for the client. They solve their urgency issue, or save 50% on the cost of recruiting new staff.
For the staffing agency there is very little risk because the sales cycle is typically more than a week. Which gives them plenty of time to find suitable candidates.
Give Prospects A Peak Behind the Curtain
Show your prospective clients your business processes. When they understand where your costs are, it’s easy to understand your pricing AND your value. For example, an office desk company that uses laminate is going to have lower costs than one that uses oak. But the oak desk will look better and last longer.
When your clients understand your inputs your costs make more sense. And your commitment to transparency will do more to close deals than knocking a few dollars off the price tag.
Make The Client A True Partner
How easy would it be to sell your solution if it was free? Probably not too hard, I imagine.
As crazy as it sounds, sometimes that’s possible. This works especially well in industries like bespoke software development.
Tell the client what you charge. Then ask them if they’d be open to you using the source code. If they agree then you can sell the same software to other companies in the same industry, all over the world.
So how does the client benefit? Simple, offer to cut them in on a percentage of sales. If the program is one that the client needs, then other companies probably need it too. The client could end up making a profit on their bespoke software development project.
She used to look good to me, but now I find her
— Robert Palmer
A truly great irresistible offer is simple. It helps the client solve their biggest problem with the least resistance possible.
So ask yourself, ‘why do they want or need my solution?’ Hopefully the reasons that come to mind are powerful motivators.
Now ask, “what’s stopping them from buying?” Identify points of friction for the decision maker. Maybe there are multiple stakeholders involved. Maybe the buyer doesn’t feel knowledgeable about your solution.
When you understand what’s preventing your buyers from taking immediate action you can explore creative ways to reduce or eliminate their problem. Usually this involves risk mitigation in some form. Try and incorporate risk minimization into your business plan (not just your marketing). Do this, and you may find your sales cycle is shorter than you ever imagined.
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Matthew Murray is the Managing Director of Sales Higher. He knows any company can THRIVE with enough qualified sales leads. So he’s spent the last decade helping companies meet engaged prospects and win new deals.