Every entrepreneur and salesperson should understand the elements of an offer. In his book “The Irresistible Offer ” the author Mark Joyner says that every person contemplating a purchase of any kind effectively looks for answers to four big questions from the seller.
1) What is it you are selling? 2) How much it will cost me? 3) What is in it for me? 4) Why should I buy from you?
Therefore, whenever you are selling a product, a service, or just trying to sell someone on a new idea, you would be best served to make sure you answer these four big elements in your sales presentation.
What is it you are selling?
When it comes to what you are selling be sure to remove the technical jargon so the customer knows what it is that you have to offer. Too many small businesses try to impress a prospect and use words that the customer does not understand or can not relate to.
How much it will cost me?
In a crazy competitive market, as we said in No Price No Sale you must make it clear to the prospect what it will cost them if they buy your solution or they will quickly move on.
What is in it for me?
WIIFM or What’s In It For Me drives every buying decision. As part of your sales presentation, you must address the questions that may be asked by the prospect where the benefits are not already self-evident.
Why should I buy from you?
Why should I buy from you is all about building the trust factor with the prospect. Did you write a book to prove you are an expert? Do you have social proof with lots of followers or testimonials? Do you offer a guarantee?
For those not old enough to remember the Columbia House Records offer it was
“10 CDs for 1 Cent”
That simple message covered all four questions in five words.
Q: What are you selling? A: CDs
Q: What will it Cost? A: 1 Cent
Q: What is in it for me? A: 10 CDs
Q: Why should I buy from you? A: What do you have to lose – Low risk at 1 cent.
Before one of its delivery drivers were involved in a few accidents delivering pizzas, Dominos Pizza used to say:
“Pizza hot and fresh to your door in 30 minutes or less or it’s free”
Can you see how Dominos addressed the four big questions in its irresistible offer?
Does your offer include all four elements a customer needs to make a buying decision?
