Hey, 👋 Scott from The Sales Mastermind here.

Today’s edition only takes 4 minutes.

Did you miss last week's teaser? Click here for Module 1: What are you selling?

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This is the second email on your journey to Close an unexpected deal in 21 days or less. (Unexpected means it wasn’t in your pipeline before this program.)

How this program works:

• For each of the following three weeks, you’ll receive three modules via email
• Each module will contain an explainer video, written content, and Make It Real section with exercises to complete
• Then, each week, there will be a live Q&A where we’ll come together and support you on the journey

Today, we’re going to Create Your Compelling Offer. Then, the last email this week is on your Offer Promise to derisk the purchase. Next week, we’ll focus on generating opportunities to sell to. And in the third week, the focus is on closing a deal (or more).

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Module Two

Theme: Sell what they want to buy, deliver what they need to succeed.

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Agenda:

• What They Need to Succeed
• Create your Compelling Offer
• Send me your Offer for Review

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Before we get started: Your product does not have to change to make your unexpected sale.

This program assumes that you have/had some customers, they have paid you for some length of time, and you have delivered enough value to those customers that your work has the makings of a real business.

To stress my point, the Compelling Offer we’ll create today needs to be new (people love new and novel; more below), but your product and what you deliver do not need to change.

Hence, our theme - Sell what they want to buy, deliver what they need to succeed.

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Onboarding: What They Need to Succeed

Throughout the buying journey, onboarding to first value, and any repeat purchases (or renewals), your buyer will require different inputs, experience various emotions and have a range of expectations. 

During the buying journey, you’re helping the buyer answer the Three Whys, ensure it passes the Sunday Night Test, and ultimately provide enough clarity so they know what they’re agreeing to when they commit.

A major mistake I see in sellers is asking for commitment far too early.

It is unfathomably common to see a seller using a cold call or even the first discovery meeting to ask buying/closing questions, well before the buyer has any idea what a commitment would actually mean. 

When a buyer is unsure what “Yes” means, they will default to No. 

For example, imagine someone walking up to you and asking you to buy a house they have for sale for only $50,000, but only if you commit and pay in the next 5 minutes.

If you’re anything like me, your mind will instantly question what is happening, is it too good to be true, where is this house, is it even in this city? Then you’ll default to No.

Therefore, as the expert in the work you do, and as someone who has done it 1-10-100 times before, it is our responsibility to know what it takes for a buyer to commit, what happens next, and the timing of events.

That is to say, we need to know how we can deliver what the customer needs to succeed. (Frame the Sell What They Want to Buy is below this step)

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Make it Real

Buying requires clarity; we need to have great answers to the question “What happens now/next?” Once we know what actually happens, we can use that information to help frame how we’ll present the Compelling Offer.

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Exercise

Open a new page or create a new document and list out all the things that happen between purchase and (at least) first value.

Example: In my consulting business, the first purchase a buyer commits to is a Sales Audit. Once the customer signs a contract and pays the first invoice:

• We’ll schedule three calls over the next two weeks - a kick-off call, a mid-audit check-in, and an end-of-audit delivery call.
• The customer shares access to their sales tools (for example, CRM, Email Marketing Platform, and a folder with handouts or 1-pagers) and at least eight sales call recordings (either in a folder or in their call recording software of choice).
• During the kick-off call, I will ask many questions about their process (I have usually reviewed most of the material beforehand).
• The Mid-Audit Check In is another opportunity to ask follow-up questions (this call is often skipped)
• During the delivery call, I present two documents:
  • Audit Feedback - a 5-page document with a flow diagram of their sales process, stack-ranked recommendations to update right away, a list of recommended experiments to try in their sales process, and optional continued work either via weekly/fortnightly accountability calls or day-rate deliverables. Template Here (Audit Feedback - Dummy)
  • Call Review - a scorecard for each seller, summary lists of strengths and areas for growth, and a call-by-call strength and area for growth with each call reviewed. Template here (Call Review - Dummy)
• At the end of the Sales Audit process, the customer will have enough information to make an informed decision on how to improve their sales process. And they’ll know if they want to continue working with me based on our interactions and the deliverables.

Now, take the product you want to sell and list all the things that happen after the buyer says "Yes".

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Ready for more when we launch? Click here and add your email address.
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Until next week,
Scott Cowley

PS: Want the first three modules of 21 Days FREE when we launch on November 3rd? Click here.