by Jacques Werth and Carl Ingalls
Structure. There are 4 parts to a High Probability Prospecting Offer:
- Identify yourself (full name) and who you represent (name of organization).
- Identify what you are selling in this particular offer.
- Identify a feature about what you are selling.
- Identify a different feature.
Note that the question you ask after presenting the offer is not counted as part of the offer.
Guidelines. Keep these points in mind when creating a prospecting offer.
- Make the offer very specific. Do not try to create an offer that covers everything you sell. You need to be able to call the same prospect again with a different offer.
- Be factual and use neutral matter-of-fact wording.
- Use simple language. Avoid jargon, even when you are certain that the prospect would understand it.
- Avoid persuasion. Do not include anything that sounds like a reason why the prospect should buy.
- Be very brief and concise. Use a maximum of 45 words in the offer. Less is better.
- When you identify yourself, it is best to start with “This is”. The results are better than if you say “My name is”. We don’t know why.
- Don’t say “Hello” and don’t say “How are you”.
- Use your full name. Never use your first name by itself.
- For instance, “This is Jacques Werth of High Probability Selling.”
- When you identify what you are selling, make sure your wording is simple and easy to understand.
- A feature is a concrete attribute that describes part of what you are selling. It is not an expected outcome or benefit.
- A feature can be something that differentiates your product or service.
- A feature can be used to “paint a picture” of what you are selling, in a way that makes it more real or solid in the prospect’s mind.
- Use features to make your offer more specific. Next time you call the same prospect with an offer for the same product or service, use a different set of features.
Having good prospecting offers is important, but it’s only part of the process. How you use your prospecting offers is just as important.
2016-10-28 Update by Carl Ingalls
We now believe that 45 words is far too long, and are now recommending a maximum of 30 words in a High Probability Prospecting Offer. Less is usually better, even if it means that you have to use only one feature instead of two.
When counting the words in your offer, make sure you include all 4 parts of the offer that are listed at the beginning of this blog post (unless you skip part #4). However, do not include the question you ask immediately after the offer.