What Makes a Great Offer

In this episode we discuss ten things that will make your offers better.

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The podcast is about the journey of two friends building a business together. Sharing all their success, failures, and lessons. The goal of the podcast is to inspire you to start your own business or help you improve an existing one.

 Hello and welcome to the Art of Building a Business. I'm Lucas. And I'm Jacob. And in today's episode, we are going to talk about what makes a great offer. And to be specific, because I love to be specific. We are going to talk about professional services and offers in professional services, not about product because there are some differences and.

By professional services, I mean marketing services using services, rebranding services or custom software, things like that. And when we talk about, about specificity, well, we have 10 points for today that we believe, uh, help make a great offer. And number one is specificity. And you wanted to talk about this one, so let's go what we mean by that.

Yeah, is and why is it good for. Offers to be specific. Yeah. Yeah. We can specify who is it for? We can, uh, see the problem that we are trying to solve and we can evaluate if it's a big problem or, or not. A painful problem or not, right? Yes, exactly. Um. So who is it for? Uh, why is it important? It seems obvious to me, but why is it important?

Yeah. Topic is important because you can create an offer that is directed to your niche. It is really important because when you know whose problem you're trying to solve mm-hmm. Size of the problem, uh. Business that you're trying to prepare it for? I mean, the offer mm-hmm. It's much easier to even start with thinking about offering something.

'cause you know the direction that you are coming to and even the language that the client uses, like doctors use patients and some other businesses like, uh, barbers use, uh, customers probably they, they wouldn't say patient. So you have to speak clients' language. It just makes the offer better. Yeah, that's a great thought.

And what about the size of the pain? Why is it important? It allows you to evaluate the price because you know, if you are solving the big problem or painful problem, uh, you are able to set a bigger pricing because mm-hmm. Client is able to pay more for solving painful problem. Yeah. Yeah. Yeah. And they're willing to pay for the problem for solving the problem.

'cause if the problem is small and not painful, they'll probably, they won't spend their money on it. Yeah. Alright. Should we go to number two? Yeah. Let's talk about naming your offers and why it's important. So I believe. When you name an offer, it just makes it more memorable, but also make it seem different.

So without the name, when you offer a, some, let's say, um, from my, uh, case recently I was, uh, talking with a client and I was presenting him, um, an offer and I create a name for the offer, unlimited automation, and I won't get. Into the details, what the offer is about, but it was a good description of it. So I told the client that I prepared an offer that is called unlimited automation, and the client said like, oh, I like the name, the sound of it.

Unlimited value. Yeah, yeah, yeah. There is some limits to it, of course. But the name was good enough to you hype the client. And also later on when we were talking. He recalled the name, he remembered the, the offer. So I believe that what, uh, that's why it's good because it makes the offer memorable and also make it feel different.

Instead of some software service that I, I would offer, it was unlimited Automation just sounds different, so that's why I believe you should name your offers to make it more memorable and make it feel different. And we'll talk about why is it important to be different a little bit later on. So going to number three, scope plus the point, which is you can go very deep into this topic.

Scope. By scope I mean what you will do for the client. So you can think of the deliverables for the client, so like website and what's on the website. And most professional services, um, owners start with scope first. So they think, okay, I'll do a blog on the website. This and that and that. And then they think how much time that they, it'll take for them to deliver and then they make a price based on costs and they, there is no client involved in this, uh, equation.

Mm-hmm. Because they don't think about the client. What I like to think of, uh, my approach is to take the Scope Plus and to do that, I talk with the client about the value of the project, how much they're willing to spend, so how much value in it. Is in it for them. And then I come with some options. We'll talk about options later on, and I start for each option with the price.

So I come with the price first, even though I don't know what I will do yet. Mm-hmm. Uh, in this service. And then having some price, I come up with what I could do for the price for the client. So I have some costs in mind, like how much time it'll take effort, how much stress, et cetera. And having the list of the benefits for the client, the deliverables, uh, I, uh, then, uh, come up with the service for the client with the offer.

So it makes it better for the client because I think of the budget. Mm-hmm. And then I come with the price and it's some percentage of the budget usually. Then I come up with what I'll do for them. So I am never, never over their budget. Um, so that's what I believe, right? How to make a great offer. The client doesn't see the difference in the result, you would say, because it's about the process, how you make the offer.

But I believe it makes, it helps to make a better offers. Yeah. And what I believe, uh. The last thing that you said mm-hmm. About the pricing is well connected to the next point, which is pretty tricky because what makes a great offer is increasing prices and here's why. Uh, I prepared a few points that I want to talk about.

And so it's number four right now. Increasing cost. Yeah, it's, it's number four. Uh, why would you pay more if there is no difference? Right. Um, so I mean your, yeah, yeah, yeah. Go on. Go on. Okay. So, uh, your offer or your product is perceived, uh, that its value increased. This is important thing. 'cause when you're thinking about, let's say buying a computer mm-hmm.

You are thinking about, um, a computer that costs a hundred dollars and 3D let's, let's think with a thousand maybe. Yeah. Let's say a thousand dollars and let's say two and a half thousand dollars. You know which is better and you, you know, actually you can suppose that the highest price will come with better, uh, value.

Value, yeah. So it's not about what you know is better because maybe the cheaper one is better, but you perceive the may be price, the more pricey one as better. Yeah. That's what you are saying here. Yeah. Yeah. Alright. What else? Like prices. Can evaluate, uh, from the first, for the first look. I mean, it's not always true, but they can mm-hmm.

Uh, allow you to, uh, think about the value. Uh, what I want to talk more about it is that the client is more involved when, uh, he will pay more because mm-hmm. The higher price he'll pay, it will, the price will be bigger. And the, uh, his effort, uh, will be more needed. I mean, by speaking needed, I mean. He don't want to waste this money and he will be more involved in the process.

Mm-hmm. He's investing money. He wants to make money on it, so he will be involved. This process. All right. And this helps you also increase profits for your business because if you will. Raise your prices. You will make more money, even if you will lose half of your clients, then it's a simple math. You'll make the same amount of money if I double my prices right?

If you'll double your prices. All right? Yeah, yeah. Sorry, I didn't add that. If you'll double your price and you'll lost half of your clients, it's a simple math, then you can. Uh, make the same amount of money. Yeah. And that's important 'cause you'll gain time for business development. Yeah. But I wanted to go back to the sentence that you said that why would you pay more if there is no difference?

Mm-hmm. And because. You said that you could easily, easily, let's say, double your prices and get, make twice as much money, but if you, even if you lose half your client base, you'll make the same amount of money. But I think there is a risk if you are no different than your competitors, and at least your clients don't see you as different.

That's the most important thing. You can think of yourself as being different, but your clients can see that by what it, it won't work. So. Being different, uh, it's back finishing down. But if you are providing commodity, there's, let's say you are a programmer and you are billing by an hour and you want to increase your prices twice, twice, three, three times as much.

Mm-hmm. Some, someone will ask why an hour of your time costs three times as much as the competitor, and if there is no difference, you are. Some JavaScript developer and the other person is also a JavaScript developer. Yeah. So you're solving the same problem, uh, from the perspective of the client. Yes. And you may be right.

Better call than the junior. That costs small, but the client usually doesn't understand the difference. Mm-hmm. And you have to differentiate somehow. Um, so I believe that's important because raising your prices, we all being different. Can make it, uh, painful for you because you'll probably not get any more clients.

So that's a good advice. But you have to make some steps before. Yeah. Anyway, the fifth point is the interesting one, and I want you to tell something more about it. Right? Um, so it's less about the offer itself, um, more about what happens after you. Offer, send the offer to the client. So I have a rule to never negotiate my price.

Never. And I mean it never negotiate my price. And I believe it's better to negotiate terms, uh, of the offer. But let's talk about why you should never negotiate the prices. When you just, clients often want to get some discount, and when you agree to that, you are risking that they will. Want to get a discount from this time on always.

Mm-hmm. And you don't wanna do that because you are losing money. Yeah. And what I do to decrease the risk of clients negotiating the price, I ask my clients in the offer who pay upfront the full price upfront. For some of my friends, when I proposed them to do that, they were not wiggling to because, uh, they were afraid they'll lose clients when they tell them that they have to pay 100% upfront.

But from my experience, from their experience, when they finally trusted me about it is that all of the clients will just accept it. It's fine for them. Mm-hmm. Some of the clients, uh, have some internal rules about not. Paying some amount of money or paying upfront, um, the full amount. And some clients just want to negotiate so they have more cashflow.

And what I do, I agree to that. I agree to split the payment. Mm-hmm. So like half is upfront and the other half is, and it's, it's important in 30 or 60 or 90 days. It's never after we finish the project because it tends. Prolong and it just, you don't know where you, when you will get the money. And being aware that you'll get money in 30, 60, 90 days will help you with your cash flow, especially when you hire employees.

So it just makes everything easier. And one point about not negotiating your prices is that it just ruins your relationship. I mean, negotiating prices and giving discount. Experience your relationship because it puts client in the more powerful position. That's what I see. And saying, no can be also powerful.

Make it, uh, like the price, bigger price makes the, uh, service, uh, make the clients perceive the service as more viable. Mm-hmm. Uh, also saying, no. Saying that it's the price for the service also makes the clients believe that the service must be more valuable. So, mm-hmm. So that's something, uh, that I like to do or rather not do Not negotiate.

Yeah. Negotiate my prices. I hear a great responsibility here when I am, uh, hearing, uh, sentences like, uh, this I see. That while preferring an offer, it is important to not only thinking about client, but also about yourself. And great offer is well balanced between. Your profit and your client's profit, and this is great responsibility.

You both, but it's of course negotiable. You both. Yeah. Yeah. You both run businesses, so you both. Both want to be profitable. Yeah. And when you said great responsibility, I felt like great offers come with great responsibility. That can be the title of our, uh, podcast. It sounds, it sounds good, but it is too to, too funny to be like Understandable.

Anyway, guarantees. That's point number six. And you wanted to talk a little bit about guarantees. I love this topic, but I will. You? Yeah. This, yeah. Yeah. The stage is mine right now. And I want to talk a little bit about guarantees. 'cause this is an interesting topic, which where like, I think there is a lot of fun preparing guarantees because you can be as much creative as you want and there are no limits.

So you're saying that there is more to grant this done. If you are not satisfied, I'll return your money. No, absolutely not. Alright. There is only one guarantee that is correct on the market and nothing more. Right? So, so, so what we're cooking here, what do you have? Yeah. What I think about, uh, preparing guarantee is, uh, something like.

First of all, you can change the name, like guarantee, like the word guarantee. It might be boring. Like, uh, everyone suppose that it'll be on your agreement, on your offer and stuff. What about changing the, the naming convention and I prepare something like this? The satisfaction guarantee will be called.

Hell yeah. Or go away guarantee. Right, right. What you think about this? Uh, I think it sounds funny and it comes back to the point of number two, naming your offers. Mm-hmm. Naming is important everywhere and including guarantees. And when I see on an offer satisfaction guarantee, I mean, many of us will probably be like, yeah, yeah.

Okay. Satisfaction guarantee. I have seen that before. When you see and it fits your brand 'cause I believe it needs to, fits your brand. Something like hell yeah. Our go away guarantee or like, wait, what's that? Yeah. Uh, so, so, so that's great. I like it. Um, we can go further with this because this is only the name.

Uh, we have more context in guarantee, like the whole context of the guarantee. Yeah. And, uh. What about changing the description? Description? Mm-hmm. Of it from like, if you are satisfied, actually, what does it mean? If you are satisfied, you didn't make as much money as you want, like you didn't like the cooperation, the atmosphere and the calls were better, or what does it mean you are not satisfied?

Let's make it specific. Niche your guarantee down and, uh, let's put something like this. If you, if we wouldn't deliver something, for example, 20 leads in a month, then. We will work next month for free until we will get this 20 lead. So, okay. This is the description of the guarantee. That might sound interesting because

this is specific, you know what to expect. So let me interrupt. Yeah. You are saying here that let's say we are, uh, running a. Marketing agency and we get our clients more clients. Yeah. And you said leads 20 leads in, uh, a month, in 30 days, right? Yeah. And if we don't deliver that, we'll work for free until we get those 20 leads.

Yeah. I believe I like it. I believe we could make it for next month. Yeah, yeah, yeah. There's more to that, but Sure. Continue. What I was thinking is that you could make it even better. People usually don't need leads. Like you can get many leads, but if you are not a good lead, if they don't turn into clients and they don't turn into money, I don't need leads, I need clients.

Yeah. So, uh, maybe even a better guarantee would be, uh, if you want to offer one like that, we will get 20 paying clients, uh, in next 30 days, or we will work the next month or free until we get those 20 clients. Right? Yeah. And is that is even more specific. Yeah, because usually business can predict how much money will it make from 20 clients.

Yeah. So if the price for the service for getting 20 clients is X and I'll make more than X, it's probably worth it, especially where you guarantee it. And it won't cost me more than that. Yeah. So you can bill hourly, you have to probably have some fixed pricing or value pricing, but it's. It looks like fixed pricing in the end, so, all right.

I, I like it. What else? You can go risky in guarantee your solutions. Like, let's assume that you are running an, uh, marketing agency. Mm-hmm. And we can all agree that, uh, marketing automation tools. Uh, are not the cheap ones. Alright, so

after, if we won't get the clients, the paying leads, paying clients, even after next month, we can give you money back that you paid us and. We will pay for the tools. Right? Hmm. I would think more of there would be more, even more risk if you were running advertisements on Facebook, on Instagram, and you paid.

Mm-hmm. And the cost of the ads for the client, which would be, which sounds pretty risky. And also what makes it great about guarantees, I believe here. Mm-hmm. That it sounds risky. It's a risk for you now, not for the client. Yes. But it also gives that, uh, sense of confidence. Yes. And it sold the risk.

Mm-hmm. I found a company that propose me that. Mm-hmm. Like there is no risk and there is only a chance to get something. Of course, there, there's nothing to lose here. Yeah. From the client's perspective, uh, I mean, it's very risky for the business, the marketing agency. And I guess the surface itself would cost a lot.

You couldn't make it cheap because the guarantee is so great. Yeah. And that's also the point of guarantees that it lets you increase prices, make premium prices. Yeah. Alright, so, um, I also see that on the list that you have something like, um, being creative with not only giving satisfaction, uh, not only returning money.

But also something that is called buck free guarantee. Mm-hmm. So I know that's something that we talked before. That's what I do. Do you want to talk about it or should I talk about Buck Free guarantee shortly? You want me to talk about it? Yes. All right. So instead of returning money, you can think of what else the client client needs.

So most clients want results. Mm-hmm. They don't want their money back because they waste wasted their time. But sometimes there is something. Other risks involved in terms of, so software, if I'm creating software and I deliver it, and then there is some bug, you feel even before the bug exists, you are afraid that there will be some bug and it will, business will stop.

Mm-hmm. Yep. My client's, clients will be angry and. I offer something called bug free guarantee. Mm-hmm. That says that for X month after we finish working on the system, I will fix any bug for free. And it just makes, that is great idea, but also risky because you are not really, the cost is your time here.

Yes. But you want, for me, I want Yeah. Deliver great software. Mm-hmm. Uh, of course bug happen and, uh. I believe every software has bug, but I try to minimize the risk of the software having bug. Mm-hmm. Bugs are errors if someone is not from the software world. So any errors in, in the, in the code, uh, I want to deliver a software that is great, good enough that doesn't have bug, and what guarantee us, of course it the risks in case there is a bug, but also makes me.

Work better and deliver a better service and also make the client feel before even they even buy mm-hmm. That the service will be great because it wouldn't invol include box if he has to fix them later on. So it's better for me and he understand that, understands that, that it's better to write great software.

Mm-hmm. Yeah. So there is, uh, guarantees are a topic in itself. We could probably make a few episodes about it. So let's move on. Maybe we'll prepare something like that for you. Only about, uh, guarantees. Let us know if you want to hear more about, uh, about it. So we will prepare and, uh, record something about this.

Yeah. Uh, number seven. Yeah. But, uh, one thought about it, uh, about bugs 'cause uh mm-hmm. I heard on non-technology, uh, podcasts saying it's not a bug, it's a feature. So I think it's not that, uh, technology herma or, uh, yeah, yeah, yeah. My clients usually understand bugs. Mm-hmm. Yo, so. Going straight to the point number seven.

Alright, so number seven, options. And to be specific, you should have options in your offer. And why is that? There are a few reasons. Um, the main one, maybe not the main one, but you want to include, I would say three is perfect. Uh, four is less perfect and two is also good. Still better than. Mm-hmm. Why?

Because if you get an offer with just one option, your brain thinks, do I want to work with them? Oh, no. Mm-hmm. There is a decision to be made and there is always that, that decision, but zero one decision. It's like your brain thinks about this one. Mm-hmm. And when you have, when you send an offer with options, or you have an offer on your website with options.

The client will think, Hmm, how we want to work with them. We have option one, option two, and option three. And the options again, are topic in itself, but just making, having the options, we'll shift the focus from if we want to work with them, like how we want work with them. Mm-hmm. Instead of if we'll have how, and it also, that's the absolute change.

Yeah. It's. Totally different, and it helps the client choose the option that best fits them. Mm-hmm. What will be most helpful and what fits their budget best. And you have a higher chance of converting the client. Yeah. And on in the option, the cheapest option, you have less of your effort and the most pricey option you'll have, uh, more of your effort probably.

Mm-hmm. Now, or, or maybe some more risk. Involved because you know, bigger price, but you take the risk. Yeah. So let's move to number eight, which could be a subpoint of number seven cooking. And I will go straight into psychology just to give, uh, an image. Mm-hmm. What is hooking? If you own a car, you're a listener, uh, and you drive a car, you are on a highway.

And then you have to go to the city and you, you go to the city, you are moving pretty fast and now you feel low, uh, depending if you are listening. If from Europe on the US I would say just 50 kilometers, which you'll be like, I don't know, 70 miles per hour, something like that. Uh, so 50 kilometers feels slow.

I think it's the opposite. 70 kilometers will be 50 miles. Oh yeah. Right, right. I, yeah, yeah, yeah. Anyway, let's keep with the normal metrics. We just, yeah. So you, um, the, the simplest way I, I think in, in, uh, simple 'cause, uh, running from zero to a hundred in Europe, uh, it's similar to zero to 16 us, so I don't think you go there yet.

My bad. My bad. Anyway. When you're driving 50 kilometers per hour from, and you were driving over 100. Mm-hmm. It feels so slow. It's even painful. Yeah, it feels slow. And just now imagine that you are in a traffic jump and you are moving, almost, not moving like five kilometer kilometers per hour. Super slow.

And you start with this image and now. You start moving 50 kilometers per hour and it feels so fast. Mm-hmm. Suddenly, even though in the first case it was feeling slow. Our brains work like that and it feels funny. Mm-hmm. It's the same with music. You are listening quietly some music, and then you put it on some level X.

Mm-hmm. Uh, it feels loud, but if you are listening to some level over X loudly on your headphones, and you'll again, now listening to Level X, it feels y. Yeah. Our brains are. Mm. Very uh, easy to buy. Yes. And that's a good example is to, is turning from highway to the city where you were traveling like for three or four hours on the highway with some amount of speed.

Uh, and now you are, uh, you are moving really slow and it feels, it feels slow. It feels slow, but then, then you remember, wait a minute, I was. Driving this road yesterday, and I felt like I am moving a little bit too fast and now I am going the same speed, and I feel like I, I almost not moving. Yeah. It's about how we perceive something.

Yeah. And what's funny, um, okay, let's go with the price and then why It's funny because you have, you can give some, uh. Different example that will, will make it work, so. Mm-hmm. Why cooking is great for offers, if you cook the offer, start the offer with some value for the client. So let's say he makes, uh, $100,000, he expects to make from the project $100,000, and then you make some, uh, pricing points, like it'll cost you 30,000.

Um, I don't know, 15,010, 8,000. It just feels quite cheap. Yeah. But if we gave some other number, like we even started with the reverse pricing, so it was 8,000, 15,000 and 30,000. The 30,000 suddenly feels so pricey. Mm-hmm. So you can do hooking in a few ways. Two ways that I like to do it is start with some value in the project.

It, it can be taken from the conversation from the client. So you expect the project to make 100,000 and it puts the number in the brain and then you start pricing your services. Mm-hmm. And they will feel cheaper for the client. So he is more willing to spend the money. Also, what I like to do, I was experimenting with it lately, is instead of putting.

As you often see the options from the cheapest to the most pricey one. Mm-hmm. I start with the most pricey one, then I have the middle one and the cheapest one, and it comes back to options. People usually choose the middle option. Mm-hmm. Because they are risk averse and most people choose the middle option often.

So again, giving option, let options, lets them choose middle option. Yeah. Before that, there was no option. Was just one option. And also if you list the pricey mm-hmm. Uh, thing first, you can even make it so pricey that the client will, you believe that the client won't take it and make the second option feel cheap and the effort option even cheaper.

Mm-hmm. And you will be surprised because some clients will choose the most pricey option. Back to your point about increasing prices. Yeah. And you'll have. Some lesson from that. Mm-hmm. But, uh, also it'll help you send, spend, uh, ell more of the option two, the middle one. Mm-hmm. That's all about working.

The middle one is one magic option. It's always, yeah. Most, where our eyes are pointing. Always like the middle one. What will I get from the, the middle one? You don't want the cheapest one because there is some risk involved. You don't want the most pricey one. There is also always also some risk, like mm-hmm.

More money. So people tend to choose the middle one. Yeah. Anyway, enough about options. Never enough about hooking number nine. Social proof. Social proof. Uh, I can talk about, uh, it a little bit. That's fine. Uh, I have two points. Uh, according social proof. The first one is, uh, testimonials mm-hmm. Of the clients that you.

Served you deliver some value for them. Um, you can always ask, uh, about their opinion and ask if they, uh, they will agree to put this opinion in your offer or on your website. Uh, so the business. The next business that you're trying to set up a deal, uh, with mm-hmm. Uh, will know that, hey, look, these guys were, uh, working with this company, this company and this company, and they were, uh, and delivered pretty well.

Value it build based on the opinion. It builds trust. Yeah, it builds, uh, trust. Helps the convert the offer. Yeah. Yeah. What about the, it builds confidence, like we said a few points ago about building confidence. It, the confidence builds trust. Mm-hmm. Mm-hmm. So, mm-hmm. Uh, yeah. And we can say something more about metrics.

Uh, what do you mean by how we help clients? But here again, we want to be specific, like. Not only we help this company do that all, we want to be specific on that. Let's say that we help them to increase their conversion by 30%. It's metric. It's something specific. It's something that you can evaluate, a business result, a business result, and.

Right. I think it's even better when you have a claim that also wants to increase conversion. Yeah. And they see, wow, they improved their conversion for this and this and this company. Uh, ebus even more trust on Yeah, the service is great. That done, done the testimonial. Yeah. All right. All right. I like it.

I think I think about social proof. That's all because it's a simple point, but it's really important. So we can move to the last one, 10th, which is urgency. Urgency. Urgency. Which is often like a dark, uh, tactic people use. I hate. Yeah. That's why it's the last on our list. No, but you can do it Well, um, and.

I just hate when on the website you have those fake timers and when clients realize it's fake, ah, you want to build trust and it doesn't build trust in ruins trust. Mm-hmm. So don't, don't do fake timers and I listed ways to, uh, build urgency depending on the stage of your business and what you're doing.

So I have some established offers in my business. Um, and when I send offers to my client or I propose, uh, so show them the offers on meetings. The offers involve in the terms that they are valid for 50 14 days from now. So two, two weeks from now. And then I can't offer my availability. Mm-hmm. And the price.

Yeah, because I tend to change prices and depending on availability I. Sometimes try small because you know, I'll put more responsibility on me, so why not make more money? Mm-hmm. Um, but also I can't provide the availability. Availability because I, I will probably be talking with other clients and I don't wanna be in a spot when I, I don't know if I can accept the client next client.

I was waiting response. That's why I give the 14 days deadline for mm-hmm. Accepting the offer. It's, it comes from my business. It's not fake. Yeah. If it, let's say client, a client responds a month later, I will tell them honestly, if I can accept them, if I can work with them because maybe I, some other clients to work with.

Mm-hmm. So it's, it comes from honest. That's very important. Yeah. And that's one thing. Other thing is that I like to, when I work with my friends, uh, or I start with some new service and I want test it, I say, I tell my clients or some new, uh, clients that the price is X for mm-hmm. Y amount clients, so.

Let's say the price is 1000 for this service, but only for first five customers. Mm-hmm. And after that, I'm going to raise it and I mean it because yeah, if I see that it's selling well, uh, for this price, I can probably increase the price. Yeah. To your point about increasing prices. But what I do when I want to increase prices.

It works pretty well, and it's still honest. I'm, I really mean it, but I will increase the price. Mm-hmm. And because on every point of, uh, the cooperation with my clients, I try to build trust. I don't even try. And I, I, I would say I trust because I want build the trust. And then that's the first thing, building trust.

Yeah. Yeah. We can even add this on the first, as first point on our list building trust. Yeah. Maybe that would be a type of the episode. Yeah. Not really, but yeah, building trust is important. So, uh, summarize the number 10. Urgency. Uh, I even in my office, 30 14 days, um, that make you. For 14 days. And if I start with a new offer or just want increase prices, I tell that for first clients.

Mm-hmm. Let's say five first clients, I increase, uh, at the prices X and then I miss prices. Yeah. I think that's it. And points we had. Yeah. Do we want, and what is really important, if you said. To the clients, you will do something like, you will change the pricing. Do it. Yes. It builds trust. Yes, yes, yes. That this is really thousand the time.

Yeah. Yes. So let's quickly summarize the 10 points. So some, someone who was listening to it can take notes now probably. Yeah. Uh, if you weren't, uh, taking them before. So can I go to them or do you want to go to them? I have one thought to all of them. Like, okay, you probably heard these are all connected.

This is the connected structure. One point will, uh, affect others. Oh yeah. And opposite it is something that you can, uh, it's that. It is complex, but also you have a lot of flexibility in creating such an offer. You can mix this points, you can resign, you can add new ones, which will be well-suited or your specific, uh, intention and the specific problem that you are trying to solve, which we set.

What we said on, uh, at the beginning. Yes. Yes. And I, uh, like that you say that everything is interconnected, that everything is linked together, and I believe like the point number one is the most important one. And specificity because when I know, so let's, let's go today to them. Mm-hmm. Specificity, who is it for?

What is their problem? And. How painful the problem is. Mm-hmm. It sets everything, so you make guarantees for the problems. Yeah. So number two, naming your offers. It makes them more memorable and makes it different. Next scope. Last, you want to start with the value of the service for the client and the price of the service, and then come up with the scope, not the other way around.

Mm-hmm. Just then you start with. Scope costs for you and the price, and it's not really what help the client, and that's not what moves your business. Increasing prices well, you should just increase your prices. Yeah, don't be scared. If you are delivering value, the client will be able to pay for that.

That's if you are delivering value. If you are delivering value. And if you are, uh, different than the competitors, which comes, goes back to the point number one. If you are no different, then why would I pay you more? Yeah. And to summarize some of your points, points in increasing prices is, uh, that it, the perceived value increases Yeah.

Uh, of our service. The clients that we, uh, attract are less demanding. The client is more involved, which helps them achieve their business goal. Mm-hmm. And it, and be part of achieving this goal. Yeah, yeah, yeah, yeah. Yeah. And it also increases, uh, profits of your business. Number five is to never negotiate your prices because it ruins trust.

I would say maybe not. Ruins just makes it worse and it's better to negotiate terms mm-hmm uh, than to negotiate prices. Number six, you should include guarantees. We assume that everybody includes them, but we should say that. You should include guarantees. Yeah. And also be, yeah. I think this is the must have in, uh, preparing offer.

Yeah. And be creative with the naming, with the description, uh, with the, what the guarantee is about. It doesn't have to be about carrying money. And also don't be afraid. Go risk. Yeah. Because if there is no guarantee, then the client takes the risk. Yeah. And. People pay for, derisking them so you can make, offer more, cost more, so you can increase prices.

So points are interconnect. Did you say that? Number seven, options. It's better to offer free options than one option or just more than one option because then the client want bank if they should work with you. Mm-hmm. Uh, it changes the, uh, focus to how do we want to work with them. Number eight. Hooking, which is giving some bigger number before you give your prices to make them feel lower.

And number nine, social proof. So work on testimonials, include them in the office on your website, and also if you can include some metrics, how we help deliver business results. Like we helped increase conversion by 30%. For example, for client X and number 10, urgency. Which can be tricky. What I like to do is to give two weeks, uh uh, and the, the offer is valid only for two weeks.

Mm-hmm. And also, when I try to increase prices, I tell that for some clients, the number of clients, the price will be X and then I will increase it. And I believe that's it. That's it. Thank you all for your time. Thank you for listening. Thank you for watching. If you want to share with us, uh, your thoughts about, uh, preparing an offer or about our podcasts, uh, don't be afraid to DM us or to write comments.

We want to hear your feedback. It is really valuable for us. It'll help us, uh, deliver, uh, better content for you. 'cause we all know what you want to hear about exactly. So thank you all and see you guys in the next episode. Thank you, cao. Bye.