TGC #66: How to build your B2B Offer System

First, let’s start with the basics:

What’s a B2B Offer System?

A B2B Offer System is a collection of offers, each highly related to the other, to make the buying decision process smoother.

“A collection of offers”.

Why this collection and not a single one, like a lot of businesses have?

Well, because a buying decision in B2B happens because of one reason:

TRUST.

In a world with 10, 50, or 100+ alternatives to your offering, trust makes someone say “YES” or “Not now”.

(Be aware a potential client will look at alternatives to your offering too)

Usually, companies that understand the importance of trust building try to do this with marketing:

- Social posts

- Blog posts

- Whitepapers

- Lead magnets

And so on.

Which is great! But not enough.

That’s because between content and a $10,000 offer, there is a gap.

A gap that is very difficult to be filled only with a couple of social posts and a blog.

See?

That’s where the Offer System comes in to fill the gap.

Its main job is to make someone say “YES” much easier and go from a “content consumer” to a $10,000 client.

Now let’s see how to build this system:

1. Set up your Onboarding Offer

The Onboarding Offer will be different from business to business, but its goal remains the same:

Make the client say “YES”.

Following the “$10,000 client example” from above, an Onboarding Offer could be something worth $1,000.

Like a 1-week workshop or something.

Saying “YES” to a $1,000 offer is way easier than doing the same for a $10,000 offer.

But after the $1,000 offer has been delivered and the client was happy… things are changing.

The $10,000 offer will become “the next logical step”.

See how easy you can guide them to the Main Offer?

Speaking of the Main Offer:

2. Set up your Main Offer

The name speaks for itself what this offer should be about.

The offer you probably tried selling a lot until now and had mixed results with it.

This is where you want to get your clients to – your “$10,000 offer”.

As I said before, if the Onboarding Offer and the Main Offer are highly related to each other then selling it becomes a piece of cake.

A “general rule” for your Main Offer (and also every offer you will ever make) is to make it clear, specific and outcome-focused.

3. Set up your Lite Offer

I said above that selling your Main Offer is a piece of cake.

And that’s true, but there’s a but:

If your Main Offer simply exceeds the budget your client has it doesn’t matter how much they trust you or not.

They simply don’t have the money.

This is where the Lite Offer comes to save the day.

If you can deliver quality in a different form and your clients want it, this might be your Lite Offer.

Assuming you’re building websites, sell only the design without the Webflow implementation (a Lite Offer).

The offer might suit the client's budget and they will be happy with the “outcome” if they can cover that part.

(I usually suggest using the Lite Offer as a downgrade one – if the budget is an issue with the Main Offer → sell the Lite Offer)

4. Set up your Enhanced Offer

This step is optional and it makes more or less sense depending on the business.

The Enhanced Offer helps you get your client past the “$10,000 barrier”.

(Please note that “$10,000” is just an example. It could be $5,000 or $50,000, it doesn’t matter)

Build this offer as an “upgrade” or “upsell” for the Main Offer.

Some people will always look for “enhanced services” so by having one you simply make more money and give them exactly what they want.

And this is your B2B Offer System.

Every type of offer depends on the type of business.

My advice is to start with your Main Offer (because probably you already have it) and work based on it.

At least build an Onboarding Offer to get that “YES” easier and faster.