#1 Mistake Business Owners Make When Creating Their Offers
Maybe the reason you’re struggling to make sales is because you set yourself up to fail from the very beginning.
Welcome to my channel, and today, we are going to talk about the number-one mistake that businessowners make when creating their offers. Now, this is really, really near and dear to my heart, because as asales trainer, and as somebody who helps people with their marketing and their sales, I often see peoplewho are set up to fail from the very beginning. The fact of the matter is that a lot of times, we just don’tknow it. We’re sort of blinded by this idea that we’ve created, by this offer that we’ve created, and we’relike, “This is going to be it, this is going to be it,” and then we go out there and we try to sell it, and it’snot it. We fall on our face.
And a lot of times, we fall on our face because we don’t know how to sell, and we need to build up thatskillset, because sales is a skill, right? Like, sales, we don’t come out of the womb knowing how to sell. Itis a skill. A lot of people develop a really bad skillset around sales, which is why a lot of people don’t likesalespeople, right? But when you know how to do it correctly and efficiently, then it is a process of love,and it is a process of support for your clients and for yourself, and both of you feel really, really goodwhen you come out of that conversation, and that’s what we want.
So, let’s just talk a little bit then about the offer itself, and what makes that so important to the conversionprocess. You cannot get new clients if you do not have a really good offer, and if you do not have a way toconvert leads and really bring them through, like prospecting into a conversion-selling system of somesort, usually it’s a conversation, and then through their objection-handling process. So unless you have areally strong core offer, you’re going to have a harder time in selling.
Now, it doesn’t mean that you’re not going to be able to sell it. You might be a stellar, stellar salesperson,and so you could sell ice to an Eskimo, and you would be able to do that all day long. But for mostpeople, they don’t have really stellar sales skills. A lot of people think they have really stellar sales skills,and they do not, right? A lot of times, they do not have super-great sales skills. And so, what’s oftenbroken for them, if you have a really amazing offer and you don’t have as good of sales skills, you’re stillgoing to be able to sell that particular offer.
Let’s talk about how to create a great offer. I’ve got three steps here for you. Step number one is to becomeobsessed with the problem that you want to solve, not on how you’re going to solve it. So often, we arethinking about, what do we like to do, what are we passionate about doing, what are we good at doing?Really, we should be thinking about, what problem are we passionate about solving, what problem do welike working on, what problem are we good at solving? Right? Those are two very, very different things,and so the first one really focuses on you, right? What do you like to do, what are you good at doing,things like that. That doesn’t necessarily create an offer that other people are going to want to buy. Weneed to shift that focus into the people that you want to help. What is the problem that you’re going tobecome obsessed with solving, obsessed? Really, really important.
Step number two is to do your research. We create, so often, what we think people need instead ofcreating what we know people want, and that’s because we don’t do our research. We don’t go out thereand actually talk to people. Every single time that we create a new offer in our business, we do a marketresearch questionnaire survey. We go out, we talk to people, we say, “Hey, what is your biggest strugglewhen it comes to sales, marketing, whatever inside of your business? Why do you think that’s the case?”We need to get inside of the potential client’s mindset to know, what do they think is the problem?
And we might say, “Yeah, that’s not actually what you’re struggling with.” So, for example, if people arelike, “Yeah, I’m struggling with sales, so I need to learn how to sell,” or “I’m struggling with sales, and myoffer’s broken.” It might actually be the opposite, right? Sometimes people make assumptions aboutwhat’s wrong, and they’re not quite right, and that’s where you come in as an expert. But we need to knowwhat they’re thinking in order to message that appropriately. We need to know what they’re thinking inorder to step back and say, “Yeah, okay, so, do you have this problem? Well, actually, by this logic, youactually have this problem.” Right? It really helps us to build out that marketing and the messaging, andmake sure that the offer that we’re creating is the right one.
We also go out and ask them, what have they tried in the past? Because here’s the thing. If we create thesame thing that they’ve already tried over and over and over again, we are not going to make it, right?What makes you different? What makes your offer different? A lot of times, people say, “What makes youdifferent is you.” Like, yeah, okay, sure, your personality and things like that, and the way that you handlethings, that’s definitely going to make things a little bit different. But to be honest, if you are selling, let’ssay, a mindset course, and somebody has worked with six other mindset people, even if they really loveyou and trust you, they’re still going to have that uneasy feeling where they’re like, “Okay, at what point isthis a sunken effort? At what point can I just no longer sink money into this? Is this really my problem?”
And so we really want to think about, what have they tried in the past, and what makes our offerdifferent? And that needs to be something different than just you, honestly, and I’m sorry to cut throughthe crap there, and I know that a lot of people are telling you that just the personality and things like thatare enough, but you have to actually know what you’re talking about. Like, you have to actually be doingsomething for someone, and there’s just a lot of bullshit out there that is telling you differently, but let’s behonest here. Let’s be honest here, okay? You have to know what you’re doing. You have to have someform of expertise.
Step number three is that we don’t want to just create something because we think that it’s going to makeus money. This happens all the time. People are like, “Well, I’m going to be a coach, and so I have to dobusiness coaching because that’s how I’m going to make money,” and yet you’ve never actually run abusiness before, this is, like, your first business. Right? You can’t be a business coach if you can’t evenread a profit and loss statement and an income statement. That’s just like … You know?
Do you have the training, do you have the skills necessary to actually solve that problem? This really goesback to that step one, to become obsessed with the problem that you want to solve, because if you havethat problem that you really, really, really want to solve, then the money becomes something that’s goingto naturally follow that. Money is a lagging indicator of success, guys, so here’s the thing: If you arefocusing on the money in your bank account, you are not going to be set up to win, because there are somany things that happen before that money hits the bank account. And once that money hits the bankaccount, it’s too late. You’ve either got a yes or a no, and if it doesn’t hit the account, it is a no, and there’sno going back and changing that, right?
So you have to look at the things that are going to lead into the money. You have to think about, “Am Ibringing people into awareness? Am I engaging people in my community? Are they subscribing to myideas?” “Am I able to convert them into something?” is the last … It’s not actually the last step, but it’s thelast step before the money sort of hits the money in your bank account, and then you kind of excitesomebody, and you send them up the client ladder. We want to make sure that you’re creating somethingnot just because you think you can make money at it, okay? We’re creating something because you love it.
One of my dear friends, she opened an art studio. It’s been her lifelong dream to open an art studio, andshe’s just thriving, she’s doing so, so well with this business. But for years and years, she did all thesethings because she felt like that’s what she needed to do to make money. And so, in doing those things,she was never happy doing any of those things, because she wasn’t making that impact and that differencethat she is inside of that art studio. And so, that’s sort of the flip side of that, is that not only are you goingto be able to really showcase your skills, she never thought she could make money as an artist, and she’sreally, really talented, and she absolutely can make money as an artist.
A lot of times, we think, “I have this talent, I have this skill, but it’s not marketable,” but let the marketdictate that. Do your market research. Is it actually not marketable, or is it not marketable in that form? Orhave you even tried to market it? Are you making an assumption? Assumptions kill us, guys. Peoplemake assumptions all the time, and it just kills your business, it kills your potential, it kills your offers. Iwant to know, comment below, comment below with what your offer is. If you have something really,really great, if you have a problem that you are passionate about solving, comment below. I really want toknow what that is, and who knows, there might be somebody watching who is interested in what youhave to offer, right? And that can be a really great test, like, are there some people commenting back,being like, “Cool, that’s something that I would really, really love”?
I’m here to bring value, so when I’m making these videos, it is for no reason other than I want to really bring value to you, I want to support you, I want to help you grow, because when you grow, I grow, and I believe in the karma that that really does create. And so, I want you guys to comment below. Let meknow what questions you have when it comes to your sales and your marketing, and I will see you in the next video. Okay, bye.