As sales and marketing professionals, we build detailed customer profiles for several reasons. One reason is so that we can target our most lucrative prospects most effectively - reasons we’ve covered extensively in previous articles. But, Building a Microsoft sales offer that actually sells can be tricky, though it doesn't have to be.
Perhaps you don’t know how to articulate you offer on paper, and you want to just “say” it in person. Maybe you like to wing it according to how the customer is reacting in the moment. Or, maybe you think you need a copywriter or marketing expertise in order to create your offer, and this just seems like wasted money when you could be out selling.
At the end of the day, whether it’s a printed flyer or a digital download – people like something tangible that they can share to their management team, keep a record of, or simply keep on their desk to stay reminded of the meeting you had. Creating your offer is one thing, but putting it print – online or offline – in a tailored way that encourages your customer to pick it up again and again is another important step to staying sticky.
Personalisation is a killer app for sales offers and sales in general. Research shows that 65% of buyers in a B2B context will switch brands if their communications aren’t sufficiently personalised. What’s more, around 80% of B2B buyers don’t believe that salespeople make enough of an effort to understand their industry.
Assuming you’ve already spent time learning everything there is to know about your target company, what they want (and need), and how your product or service will solve their problem - your sales offer is the perfect way to demonstrate the value you offer.
Here are a few things to consider when building a strong sales offer;
Why is your target customer looking for this solution? Proving to your target customer that you know their pain points will automatically put you on the front foot.
This is a place to let the knowledge of your customer shine. This is a major strategic differentiator—buyers say that just 54% of salespeople can fully articulate the benefits that their product can offer.
Why should this target customer choose you? They will be interested in knowing who you are and what you offer—but only in the context of what you can do for them.
We can’t over-stress the importance of ending with a clear next step. Whether this is to set up an in-person meeting, schedule a demo, or get a quote, the most vital thing is that should there be a concrete next action that your prospect should take.
Remember to consider your target customer when you choose the format of your sales offer. For example, companies in more highly regulated industries will probably prefer a more detailed sales proposal—with emphasis on experience that shows you can help them maintain compliance.
But, no matter what you choose, it’s worth investing in a well-designed document. Create many drafts of the text until you have it dialed in, then work with a graphic designer—or find an existing well-designed template that you can repurpose—until you have a sleek, professional sales offer that’s ready for print, as a digital download or to stand up on a webpage.
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What’s next?
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