How to sell more by increasing perceived value – practical examples included

Good morning class! Last time we already talked about generating value, delivering faster and increasing certainty to sell more. This time we will talk about how to present your offers.

Split it up and stack it

That is why you should never present your offer as one offer. The perceived value goes up, if you split it up in individual parts and stack them. List all the things your clients are getting, all the benefits and name them. At the same time you should not give discounts on your core offer. Instead, add more bonuses until they perceive it as valuable enough to buy. Alex Hormozi argues in his book 100 Million Offers that you should present your offer like this and ask for the sale. If they do not buy, add bonuses and ask for the sale again. If they still do not buy, add more bonueses until the perceived value of the bonuses is higher than the cost of your initial offer.

Creating more value and profit with bonuses

When compiling your bonuses, you can throw in things that do not cost you much, but have an added value. You also can and should use bonuses from other providers who have the same target group. For them, this is cheap marketing because they get their try-for-free offer in front of the right target group who are also willing to spend money on these things. So you can use someone else's bonuses to add more value to your offer AND earn a commission. You might even be able to double your profit using these bonuses. After all, you can charge for them but you do not have to pay for them.

Let's brainstorm a few practical examples, I always thought this was missing in most sales books. They just talked about one industry and presented stuff that just did not apply anywhere else.

If you happen to sell home solar electric systems (I have no clue about it, this is just brainstorming)

• your core offer: home solar electric system
• possible upsells: better cells, add-on modules for more power
• complementary sales: maintenance, power storage
• bonuses from other providers: - home windpower plant - insulation - e-bike - electric scooter - electric car - heat pump system - green + organic groceries - water reservoir - wood stove, open fireplace, building and installation -organic red wine and cheese to consume in front of your new open fireplace. - green bank account and credit card (yes, it exists and they got waiting lists of more than six months!) - what about a new roof with more space for more solar cells? - while you are replacing your roof, what about lifting the roof and adding another room or terrace? - heat pump

If you happen to have a restaurant, the food is your core offer. Your extras are fresh ingredients, ingredients from Greece, Italy etc. imported just for your guests. Everything is limited and high quality. The prices are high, but you get antipasti, soup, pasta dish, main dish, dessert, coffee, wine and San Pellegrino water. You can't get it anywhere else and it is just 179,90 € per couple.

Apart from that, you might offer upsells and bonuses:

• sommelier course
• barista course for coffee lovers
• vinyard trip to the South of France, Tuscany, Greece, Portugal
• wine from selected vineries
• fancy food
• glasses with ornaments, limited edition, discount price
• handmade chocolates
• decoration accessories for your home
• extremely expensive Spanish jamon or Italian prosciutto
• wine cruise on a river or coastline in Italy at a discounted price (If nobody is offering it, do it yourself, the boat is 3000€ per week. Get to know your best customers and learn to serve them even better)
• voucher for a 3D rendering of a custom-made kitchen (after all, your clients love haute cuisine and probably cooking)
• hotel vouchers
• spa vouchers
• natural cosmetics

As you can see, you just have to compile a list of other things your target group is already buying anyway. Then you talk to the providers and get samples and a good deal for your clients, while earning a commision for sending clients to your partners. The higher the price of the product or service, the higher your commission. You might even earn more via commissions than through your own business.

OK, lets try something a little more challenging than a restaurant. What about a B2B business? Let's say we are a company that organizes mastermind meetings. This is the first draft of a sample offer:

The Ultimate Executive Experience Core offer: - Come and meet highly influentual executives from different industries

• - make new contacts- get unique insight into the most pressing problems of our time- extra-long Q&A time to discuss the group's questions in detal -3 days at the Marina Beach Resort including gym, spa pass for you and your spouse, tennis court for only 1990€ Upsells:- personal conference with select few participants to exchange ideas about your common challenges -private conference with a mentor, ask whatever you want- workshops on efficiency training, new technical tools, how to use AI, best practices in client acquisition, mergers and acqusitions, selling your company, setting up an international corporate structure, securing your assets, saving taxes, investing for your early retirement, company relocation.- Limited seats, only 200 participants Full package all inclusive only 4.990€.

A few important points:

As you can see here, there is no real difference between the core offer and the secondary offers and bonuses from other providers. Any workshop might be provided by the organizer, be an upsell you have to pay extra for or a free presentation by another provider who wants to get in front of your audience.

Always sell less than there is demand

You have to make sure, there will be demand, when you make your next offer, so you can not accept everybody who is interested now. You have to limit the amount of clients you accept to already create demand for next time.

Offer a guarantee to take away the risk from your clients

Examples:

• test drive our offer for XYZ days to take an informed decision
• cancel at any time
• our service is free if you do not reach a predetermined goal
• if you are not satisfied, money back
• 30 day no questions asked money back guarantee
• if you do not like it, credit for another service from us
• have a revenue share agreement with your clients, they are basically guarantees. If they do not make money, they don't pay.
• Name your guarantee according to what it does and what it is.

Et voilà! That's it. I understand, it is a lot to digest and I also understand that some things are easier to sell than others. Backpain surgery, antidepressants, plastic surgery, fancy phones and fancy holidays are easier to sell. It is the same for insurance. Fear sells.

What about B2B sales of plants and complex systems? Of course, when the sale is about a plant for a few million dollars or a machine that costs hundreds of thousands of dollars, the sales process will change. In this case you have to convince the gatekeeper and advance through two or three consecutive levels of decision-makers until you can face off with the final boss and get the sale. There is a process exactly for that, it is called SPIN Selling. Check out the book here. (Full disclosure: I get no commision, I just read it and found it useful.) https://www.amazon.de/Spin-Selling-Neil-Rackham/dp/0070511136

Since we reached the end of this concept, I would like to propose to you a challenge:

Let's create different grand slam offers for your business and let's do it together!

Every business owner is facing this challenge and to get better at it, we can use the hive mind to brainstorm, get more practice together and reach better results. What do you think? Let us know in the comments.

I hope that helps.

All the best Wolf