Before you click ‘send’
Your potential customers are interested only in how you can help them achieve their desired result. That’s what will make your offer stand out.
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Salespeople are pragmatic when it comes to first impressions. This is one area where there are no second chances, so they attach great importance to the first phone call, to the first meeting, to their pronunciation, to their outfit, to the appearance of their car and to the fonts used in the PowerPoint which will be displayed in the conference room. No, I’m not saying that this is a mistake - on the contrary, your first impression shows how interested you are. But most salespeople do not pay attention to the last impression they make on potential customers - and it is the last impression that determines how they’ll be remembered.
The last impression is (most) important
When it comes to sending offers, salespeople often take a dangerous road, paved with hundreds of monotonous templates and predictable offers which are neither effective nor interesting. When they send a proposal by email, they in fact send a document which is practically no different from the many others which the client receives from other sources. They forget about one important thing - the offer they send will be their last contact with the potential client, at least for some time.
Why is the offer so important? ‘How else would the customer know how much my products/services cost?’ - that’s what many salespeople say. If that would be your answer as well, I encourage you to read about the three most common mistakes salespeople make when sending their offer to clients.
Error #1- Your offer doesn’t solve any problem
The vast majority of offers sent by email (or the first page of printed offers) look like this: A short message thanking the client for the conversation/meeting, the words ‘Please find my offer attached. If you have any questions, please contact me,' and an attachment with a product list or service descriptions.
Instead
Show what effects the recipient will receive when they go for your offer, and what they will achieve. A product list is only a ‘tool’ to help you achieve this result. If your recipients are grocery stores, that doesn’t mean they are all interested in exactly the same result! Stores near ski resorts will be most interested in the range of available products and the frequency of deliveries. Stores near hospitals will be interested in low prices for specific products (i.e. necessities: newspapers, sweets, drinks) and delivery speed, while a wide product range will be an opportunity to boost margins. A store owned by an older couple will be interested in unloading the delivery straight to their stockroom (so they don’t have to do it on their own), while younger owners may be interested in warehouse services, so they can sell products directly through their online store. In their case, delivery details and the availability of thousands of products will not matter as much as online data exchange through XML files and high quality product images provided by the warehouse.
Example
You told me about the three things you’re most interested in:
First: price - once a week, I’ll send you an offer of products with the best prices. There will always be at least one product from the category we spoke about. This will help you attract more customers and increase your receipts.
Second: minimum shipments - with me, you can order as little as one box of a given product. This means you won’t have to freeze your money in one particular type of goods. In addition, you can offer a wide assortment of products, and this will attract more customers.
Third: availability - we have a large inventory of all the products on offer. That means your goods will always be immediately available. Of course, you can call me at any time and I’ll check on other products.
These three things are the most important to you, and that means they’re most important to me as well. Please now submit your first order - click on the link and sign in.
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