How do you create a compelling offer?

There is no one size fits all when it comes to what an ICP. A good place to start is by evaluating the common attributes of your current customers – questions to help you get going: Who are the highest converting current and past customers? Who are the highest paying customers and why are they the highest paying? What do the highest performing customers look like? Who are your long-standing customers and what makes them stay? What industry are they in? When you’ve established this, look at what these customers have in common, and this should provide you with the information needed to establish your ICP ??

The true magic of cold calling lies in empowering the client to share their challenges and objectives. Encourage them to talk freely without interruptions, and attentively grasp insights that will inform your next steps. Remember, success in cold calling isn't about pushing products; it's about building meaningful connections based on genuine interest in your clients' success. Nurture relationships, demonstrate value, and watch your cold calls transform into fruitful partnerships. If you have any questions or wish to discuss further, feel free to reach out.

If you are trying to grab a prospect’s attention, develop your compelling reasons. Realize they will not include: 1. Your product or service. 2. Features of your product or service. 3. Strategies on how to achieve the desired end result. (The “how, the implementation, etc.”) 4. Unsubstantiated or lofty claims or guarantees. 5 Guidelines to Develop Your Compelling Reasons 1. Include the End Result of the Benefit 2. Your Compelling Reason Must Pass the “So What” Test 3. Speak to Their Ear (Make It Personal) 4. Include Testimonials and Measurable Results 5. Identify Their Greatest Pain The prospect doesn't care who you are, what you do or how you do it. The only thing they care about are the final results they'll experience.

Different market segments will be interested in different parts of your product offerings, will gain different benefits, and will focus on different elements of your competitive differentiation. Therefore, you will need to craft different value propositions. In order to make sense of it all, you can put together a "value proposition matrix", with different versions of your offers, benefits, and differentiations in columns, and different segments in rows (or the other way around). If you do this exercise for a large-enough number of market segments, you will see some patterns emerge, and you will be able to refine your market segmentation across categories that are more closely aligned with your true offers, benefits, and differentiations.

Using the H2H Method, we have created what's called the Value Prop Trifecta. These are supercharged value keys written in a certain way to maximize impact. They actually do include features. Features, benefits, accolades, but a bit extra. We look for a Differentiating feature Tangible benefit Outstanding accolade You don't necessarily have to have all three in order to make an impactful statement. Maybe in the early stages. We don't have everything here. But written artistically, this can be a very powerful offer that resonates with prospects better than other statements.

Rather than think about benefits of your product, shift your focus to your ideal customer. What are their typical pain points? What keeps them up at night. Now think about how your product or service solves these challenges. This will be what sets you apart and gets the results. Prep your Probing questions, these are open-ended questions that aim to gather more information, clarify understanding, or encourage deeper thinking. Probing questions help explore details, uncover motivations, or challenge assumptions. For example (using recruitment); “You mentioned that finding highly skilled candidates has been a challenge. Can you share more about the specific skills you're finding hard to locate in your candidates?“

Crafting an effective pitch requires positioning your solution to the unique needs of the prospect, their business or business category. This starts with research on trends, efficacy of solutions and testing calls to action. Your offer should be timely, contextually relevant and easy for prospects to act upon.

Having a solid online presence also helps with cold calling. People feel like they already know you and are more likely to accept the call!

I created and lead an SDR team for a global SaaS organisation and using a cadence of calls, emails and LinkedIn activity increased our contact rate by 5x! So my advice is don’t just focus on one medium (calling), use all of them. They are all free too! Between 2.5 FTE in 10 months we’d created 120 Enterprise level web demos with senior Marketing contacts ??

Best advice I could ever give when it comes to cold calling is be honest! Tell people why you're calling. People hate being lied to. They appreciate being spoken to in an open, honest and polite manner, so EVEN if you ONLY speak to the receptionist in those first few calls, always be polite and respectful. It will get you far further if you are, I promise.