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In the make-money-online world, there's this pervasive idea that you just need to pick a "high-income skill" and start selling it to businesses. That's like trying to sell a fish a bicycle – it just doesn't make sense.

Nobody wants to hand over their email list or ad account to some random freelancer they found online. They're scared you'll ruin their reputation or blow their budget. And you know what? They're right to be scared.

So, how do you cut through the noise and create offers that clients can't resist? It all starts with understanding their real problems and fears. And I mean really understanding them, not just making assumptions.

In this no-nonsense guide, I'll break down the essential elements of a killer B2B offer and show you how to position it for maximum impact. We'll cover everything from identifying your clients' deepest pain points to crafting a unique mechanism that sets you apart from the competition.

By the time I'm done, you'll have the tools and strategies you need to create offers that sell like hotcakes. So grab a coffee, buckle up, and let's get to work.

TL;DR

• Foundation of Successful B2B Offers: The four key elements are: addressing a specific, pressing problem; offering a unique mechanism or solution; providing clear pricing and terms; and incorporating risk reversal to build trust.

• Identifying Precise Problems: Start by working backwards, focusing on the core challenges faced by your target market. Ask the right questions and gather data to gain a deep understanding of their pain points and anxieties.

• The Power of Unique Mechanisms: Develop a unique process or system that sets you apart from competitors and demonstrates your expertise. This adds perceived value and builds client confidence.

• Understanding Your Ideal Client: Go beyond surface-level needs and truly understand your clients' motivations, fears, and past experiences. Ask thoughtful questions and actively listen to their responses.

• Pricing and Terms: Consider the type of offer (performative vs. productized) and your target market when setting prices. Focus on providing a strong ROI and emphasize the value-add of your unique mechanism. Avoid undercharging.

• Risk Reversal as an Amplifier: Offer guarantees, warranties, or free trials to reduce perceived risk and build trust with potential clients. Choose a risk reversal strategy that aligns with your business model and financial situation.

• Translating Insights into Marketing and Sales: Craft a compelling value proposition that focuses on the benefits to the client. Emphasize speed and certainty in your messaging. Utilize social proof to build trust and credibility. Qualify leads effectively to ensure they are a good fit for your offer.

Step 1: The Foundation of a Successful B2B Offer

Let's break down the bedrock of any business-to-business offer that actually converts – the foundation upon which your B2B empire will be built.

The Four Pillars

Every killer offer stands on four sturdy pillars:

1. A Specific, Pressing Problem: We're not talking about vague inconveniences or minor annoyances here. We're talking about the kind of problem that keeps your clients up at night, the one they'd pay good money to solve.
2. A Unique Mechanism: This is your secret sauce, your differentiator. It's the how behind your solution, the thing that sets you apart from the sea of competitors offering the same old, same old.
3. Clear Pricing and Terms: No wishy-washy "it depends" nonsense. Your pricing should be transparent, easy to understand, and aligned with the value you deliver.
4. Risk Reversal: This is where you put your money where your mouth is. Guarantees, warranties, free trials – anything that shows your clients you're confident in your ability to deliver results.

The Problem is King

The problem you solve is the KING of your offer. If it's big enough, if it's something your clients are desperate to fix, the other elements become less critical. Think of it this way: if you had a cure for cancer, would you need to haggle over the price? Probably not.

Now, I'm not saying you need to cure cancer (although that would be pretty awesome). But you do need to find a problem that's genuinely pressing for your target market.

No made-up problems allowed

One of the biggest mistakes I see people make is trying to invent problems. They pick a skill they're good at (like copywriting or Facebook ads) and then try to shoehorn it into some vague "pain point" they think businesses might have.

This is backwards. You need to start with the problem and then work your way back to the solution. Don't be that guy trying to sell a snow shovel in the Sahara Desert.

Face the fear

Finally, let's talk about the elephant in the room: fear. Your clients are scared. They're scared of wasting money, of making the wrong decision, of damaging their reputation.

Your job is to acknowledge those fears and address them head-on. Show them you understand their concerns and offer solutions that mitigate their risks.

Step 2: Precision in Problem Identification

Now that we've established the importance of addressing a real problem, let's talk about how to identify those problems with laser-sharp precision.

Work Backwards, Not Forwards

Too many entrepreneurs fall into the trap of starting with a solution and then trying to find a problem to fit it. It's like building a house without a blueprint - you might end up with something beautiful, but it's probably not going to be very functional.

Instead, work backward. Start by identifying the core challenges your target market is facing, and then craft your offer to address those specific pain points.

Examples of Precise Problems

Let's look at a few examples to illustrate what I mean by "precise problems":

• Inaccurate ad attribution: Your clients are spending money on ads, but they have no idea which ones are actually driving results. They're flying blind, wasting money, and feeling frustrated.
• Low conversion rates from leads: They're getting leads, but those leads aren't turning into paying customers. They're leaving money on the table and struggling to grow their business.
• Security guard training to reduce insurance costs and employee churn - A Client Ascension Student Story: This one's a bit more nuanced. On the surface, it seems like the problem is that security guards need better training. But dig deeper, and you'll find the real problem is that security company owners are worried about high insurance rates, damage to their reputation, and the constant cost of replacing poorly trained guards.

Examples of Successful Offer Positioning Based on Real Problems

Let's bring all this theory to life with a couple of real-world examples of how to create a b2b offer for maximum impact:

• Client Ascension: The Path to Predictable Growth. At Client Ascension, we don't just teach people how to get clients. We offer a clear path to client acquisition and business growth through our proven Ascension scaling system. We understand the pain points of B2B businesses and agencies struggling to get clients. Many have tried ads that didn't work, coaching programs that fell flat, and cold email outreach that went nowhere. That's why we offer a systematic approach to client acquisition that eliminates guesswork. We provide the scripts, leads, and software—everything they need to start generating sales calls and closing deals quickly.

• Security Guard Training: Protecting More Than Just Premises. Here's another example that illustrates the power of digging deeper into your clients' problems. We had a client who trains security guards. Initially, his offer was simply, "We train security guards to be more aware." But the real problem for his clients—security company owners—was about high insurance rates, damage to their reputation, and the constant cost of replacing poorly trained guards. We helped him reposition his offer to, "We help security company owners keep their insurance rates low, maintain a stellar reputation, and reduce employee churn." This shift addressed the underlying concerns that truly mattered to his clients.

• The Asymmetric Opportunity. In both of these examples, the key is to create an asymmetric opportunity for your clients, where the value they receive far outweighs their investment. It's not just about selling them a service; it's about delivering a transformation. Price becomes almost irrelevant by showing how your unique mechanism can solve their problems, alleviate their fears, and help them achieve their goals. Clients will happily pay a premium for an offer that delivers real results. So, evaluate your own offer: Are you creating an asymmetric opportunity? Are you addressing your clients' deepest pain points and fears? If not, it's time to reposition your offer for maximum impact.

Examples of Not Real Problems:

• Social Media Followers: Many businesses think they need more followers on social media to succeed, but without engagement and conversion strategies, follower count alone doesn't drive revenue.
• Aesthetic Website Design: While a visually appealing website is nice, focusing solely on aesthetics without considering user experience and conversion rate optimization can lead to poor performance.
• Volume of Content: Businesses might believe that pumping out a high volume of content is essential. However, without a focus on quality and relevance, this can lead to wasted resources and minimal impact.

Or Talk to Your People to Find Out Problems

The best way to uncover these precise problems is to talk to your target market directly. Don't rely on guesswork or assumptions. Get out there and engage with them.

Use personalized outreach on social media channels like email, Twitter, LinkedIn, or even Instagram. Craft messages that are genuine and human, not salesy or spammy.

Here's a simple template you can use:

"Hey [Name],

I'm thinking about starting a service specifically for [Target Market]. I don't want to just make something up, though. I'd love to hear from you directly: What are some of the biggest challenges you're facing right now in your business?"

This approach shows that you're genuinely interested in helping them solve their problems, not just pushing your own agenda. And trust me, people respond to that.

The more specific you can get about the problems your clients are facing, the more targeted and effective your offer will be. So get out there, start talking, and uncover those hidden pain points.

Step 3: The Power of Unique Mechanisms

Now that you've identified the specific problems your clients are facing, it's time to unleash your secret weapon: the Unique Mechanism.

This is where you take your skills, your expertise, your magic and package it into a clear, repeatable system. It's the "how" behind your solution, the thing that makes your offer stand out from the crowd.

Turning Skills into Systems

Anyone can claim to be an email copywriter or a Facebook ads expert. But what sets you apart? What's your unique process for getting results?

Let me give you an example. We had a guy join Client Ascension last week who's an email copywriter. When I asked him what made him so good, he didn't just rattle off a list of skills. He walked me through his system – how he interviews clients like a therapist, hypnotizes himself into becoming them, and crafts emails that are indistinguishable from the client's own voice.

That's a unique mechanism. It's not just "I write good emails," it's a process that delivers results. And that's what makes it so valuable.

Client Ascension's 'Unique Mechanism'

Of course, I can't talk about unique mechanisms without mentioning our own Ascension scaling system. It's the backbone of Client Ascension, the step-by-step process we use to help our clients acquire and scale their businesses.

We take them through everything from offer formulation to sales, landing page copy, cold email setup, and content marketing – the whole nine yards. And it works like a charm, time and time again.

The Differentiation Factor

A unique mechanism does more than make your offer sound cool. It serves several crucial purposes:

• Differentiation: It sets you apart from your competitors, making you the obvious choice for clients looking for a proven solution.
• Perceived Value: It adds a layer of sophistication and expertise to your offer, justifying a higher price point.
• Client Confidence: It gives your clients a clear understanding of how you'll solve their problem, boosting their confidence in your ability to deliver results.

So, take a step back and look at your offer. How can you turn your skills into a system? What's your unique process for getting results? The answer to those questions is your unique mechanism, and it's the key to unlocking a whole new level of success in your B2B business.

Step 4: Understanding Your Ideal Client

Okay, you've nailed down the problem, and you've got a unique mechanism to solve it. Now, let's talk about the most important piece of the puzzle: your ideal client.

Dig Deeper

It's not enough to know what your clients need. You need to understand what drives them, what keeps them up at night, what their past experiences have been. You need to get inside their heads and see the world through their eyes.

Ask the Right Questions

When you're talking to potential clients, don't just focus on the surface-level stuff. Ask questions that get to the heart of their motivations and fears. Here are a few examples:

• What have they tried that didn't work? This will give you valuable insights into their pain points and frustrations.
• What are their biggest concerns and anxieties? What are they really worried about? What's holding them back from taking action?
• What are the consequences of not solving their problem? This helps you frame your offer in terms of the impact it will have on their business, not just the features and benefits.

Get the Data

The best way to get this information is to talk to your existing clients. Ask them about their experiences, their challenges, and their motivations for choosing your services.

If you have a sales department, listen in on their calls. Pay attention to the objections they hear, the questions they get asked, and the language their prospects use.

You can also gather data through surveys, feedback forms, and social media listening. The more you know about your ideal clients, the better equipped you'll be to craft offers that speak directly to their needs and desires.

Your clients are people, not just businesses. They have emotions, fears, and aspirations. The more you understand them on a human level, the more successful you'll be at connecting with them and closing deals.

Step 5: Pricing and Terms - The Money Talk

Let's get down to brass tacks, shall we? Pricing your B2B offer isn't just about slapping a number on it and hoping for the best. It's a strategic decision that can make or break your business.

Two Flavors of Offers

First things first, you need to understand the two main types of offers you'll likely be dealing with:

1. Performative Offers: These are all about results. You're promising to achieve specific, measurable outcomes for your clients. Think ad agencies, lead generation services, or sales consulting.
2. Productized Services: These are more about deliverables. You're providing a specific product or service, and the results aren't necessarily guaranteed. Think content creation, video editing, or design work.

Pricing Dynamics

Now, let's talk about the elephant in the room: price. How much should you charge?

Well, it depends.

• Smaller businesses tend to be more price-sensitive. They're often working with tighter budgets and may be hesitant to invest in high-priced services.
• Larger businesses, on the other hand, often associate higher prices with quality and expertise. They're willing to pay a premium for proven results and a sense of security.

The ROI Factor

When pricing a performative offer, think in terms of ROI (return on investment). Your clients are investing in your services because they expect to get a return on that investment. So, your pricing should reflect that.

A good rule of thumb is to aim for a 5x ROI. That means if you charge a client $5,000, they should expect to make at least $25,000 as a result of your services.

Value Adds and Market Rates

For productized services, pricing is a bit trickier. You need to consider both market rates and the value-add of your unique mechanism.

Let's say you're a video editor. You might charge a base rate that's in line with industry standards. But if you have a unique editing style or a particularly efficient workflow, you can add a premium to your pricing to reflect that added value.

Don't Undercharge Yourself into Oblivion

One of the biggest mistakes I see people make is undercharging for their services. They think that lower prices will attract more clients, but that's not always the case.

In fact, undercharging can actually hurt your business. It can lead to:

• Cash flow problems: If you're not charging enough, you won't have the funds to reinvest in your business and grow.
• Overwork and burnout: You'll end up taking on too many clients just to make ends meet, leading to exhaustion and resentment.
• Low perceived value: Clients may assume that your services are subpar if you're charging significantly less than your competitors.

Set prices that allow you to run a profitable business, pay yourself a fair wage, and deliver exceptional value to your clients. Don't be afraid to charge what you're worth.

Step 6: Risk Reversal as an Amplifier

Alright, we've covered the core components of your offer: the problem, the unique mechanism, and the pricing. Now, let's talk about the cherry on top – risk reversal.

Turning Fear into Confidence

Risk reversal is all about building trust and reducing the perceived risk for your potential clients. It's like saying, "Hey, I'm so confident in my ability to deliver results that I'm willing to put my money where my mouth is."

When you combine risk reversal with a strong problem-solution fit and a unique mechanism, it creates an unstoppable offer. It's like a one-two-three punch that knocks out your clients' objections and leaves them eager to sign on the dotted line.

The Risk Reversal Toolkit

There are a few different types of risk reversals you can use, depending on your business model and the level of confidence you have in your ability to deliver results.

• Performance-Based Pricing: This is the classic "don't pay until it works" or "pay as it works" model. It's a great option if you're confident in your ability to deliver results, but your clients are hesitant to invest upfront.
• Guarantees and Warranties: These offer a more traditional form of risk reversal. You might guarantee a certain level of results or offer a money-back guarantee if your clients aren't satisfied.
• Free Trials or Consultations: This allows potential clients to "try before they buy." It's a great way to showcase your expertise and build trust.

Choose Wisely

The type of risk reversal you choose will depend on several factors, including:

• Your business model: Some business models lend themselves more naturally to certain types of risk reversals. For example, a performance-based model might work well for an ad agency, while a free trial might be more suitable for a software company.
• Your financial situation: Be realistic about what you can afford to offer. Don't promise something you can't deliver.
• Your confidence level: If you're just starting out, you might not be ready to offer a full money-back guarantee. Start with something smaller, like a free consultation or a limited-time warranty.

The Client Ascension Guarantee

At Client Ascension, we're so confident in our Ascension scaling system that we offer a bold guarantee: we'll help you add a minimum of $10,000 per month in new business, or you don't pay.

That's how much we believe in our system. And it's that kind of confidence that attracts clients and closes deals.

So, don't be afraid to put your money where your mouth is. Offer a risk reversal that shows your clients you're serious about delivering results. It's a small investment that can pay off big time in terms of trust, confidence, and, ultimately, sales.

Step 7: Translating Insights into Marketing and Sales

So, you've got a killer offer, you understand your ideal client, and you've even thrown in some risk reversal for good measure. Now, it's time to put it all together and start attracting those high-value clients.

Craft a Compelling Value Proposition

Your value proposition is the heart of your marketing message. It's the one sentence that sums up what you do, who you do it for, and why they should care.

But here's the thing: your value proposition shouldn't be about you. It should be about your clients.

Use the language and concerns you uncovered in Step 4 to articulate the benefits of your offer in a way that resonates with your target market.

For example, instead of saying, "We offer social media marketing services," you might say, "We help e-commerce businesses increase their online sales by 20% in 90 days."

See the difference? The first one is about you. The second one is about the client and the results they can expect.

Speed and Certainty: The Dynamic Duo

In today's fast-paced world, people want results now. They don't have time to wait around for months to see if your offer is going to work.

That's why it's important to emphasize speed and certainty in your marketing. Show your clients how quickly they can expect to see results, and give them the confidence that your solution will actually work.

At Client Ascension, we guarantee results and showcase testimonials from clients who are actively getting results right now. It's a powerful combination that helps us attract and convert high-quality leads.

Social Proof Are The Trust Builder

People are more likely to buy from you if they see that others have had success with your offer. That's where social proof comes in.

Testimonials, case studies, and client success stories on the social media presence are all powerful tools for building trust and credibility for your customer's business. Make sure to feature them prominently in your marketing materials.

Qualifying Leads: The Art of Saying "No"

Not every lead is a good fit for your offer. And that's okay.

In fact, it's better to qualify your leads upfront than to waste time and energy on clients who aren't a good match.

Ask questions, listen carefully, and don't be afraid to say "no" if you don't think your offer is the right solution for their needs.

Keep in mind, the goal isn't to close every deal; it's to close the right deals.

Bringing it All Together

By combining a compelling value proposition with a focus on speed and certainty, social proof, and lead qualification, you'll create a marketing and sales machine that attracts high-value clients and drives sustainable business growth.

So, go out there and start putting these strategies into action. And remember, the best way to create offers that sell is to focus on solving real problems for real people. The rest will follow.

Example Offers from Entrepreneurs that Scaled to 7-figures

Now let's break down some real offers using this formula by 7-figure entrepreneurs (who are Client Ascension students!) on how their offer is generating tens of thousands of dollars per month.

Matt Lucero's B2B Appointment Setting Offer @ Anevo Marketing

Screenshot of Anevo Marketing's Homepage Offer

Offer: Add 10-20 qualified sales meetings to your calendar completely done-for-you, guaranteed or you don't pay. We set up a cold email system, scrape the leads, write the emails, and book you calls with your dream prospects.

1. Specific Problem:
   • Problem: Businesses struggle to consistently book qualified sales meetings.
   • Impact: Lack of meetings hinders growth and revenue.
2. Unique Mechanism:
   • Approach: Done-for-you cold email system.
   • Differentiation: Comprehensive service that includes lead scraping, email writing, and call booking.
3. Strategic Pricing and Terms:
   • Model: Pay only if the guaranteed number of meetings is met.
   • Flexibility: Clients pay based on results, aligning incentives.
4. Risk Reversal:
   • Guarantee: “Guaranteed or you don't pay.”
   • Trust Building: Reduces risk for clients, making the offer irresistible.

Ayman Arab's YouTube Marketing Offer @ Tikscale

Screenshot of Tikscale's Homepage Offer

Offer: We will build you a YouTube sales funnel that adds 10-30 qualified calls every month (or you don’t pay) without any paid ads, cold emails, or making cringey videos.

1. Specific Problem:
   • Problem: Difficulty in generating qualified sales calls through traditional methods.
   • Impact: Inconsistent lead flow and reliance on ineffective channels.
2. Unique Mechanism:
   • Approach: YouTube sales funnel.
   • Differentiation: No paid ads or cold emails; focuses on organic traffic and engaging content.
3. Strategic Pricing and Terms:
   • Model: Pay only if the funnel delivers the guaranteed number of qualified calls.
   • Flexibility: Aligns cost with performance, reducing client risk.
4. Risk Reversal:
   • Guarantee: “Or you don’t pay.”
   • Trust Building: Eliminates financial risk, encouraging clients to commit.

Max Sturtevant's Email Marketing Offer @ Well Copy

Screenshot of Well Copy's Homepage Offer

Offer: For eCommerce brand owners: We’ll add $50k-250k to your MRR in 60 days (or your money back) without sending extra ad-spend to Zuckerberg and without sending monthly discounts. Utilizing eDirect Response to scale your email & SMS lists fully done for you.

1. Specific Problem:
   • Problem: Difficulty in increasing monthly recurring revenue (MRR) without high ad spend or constant discounts.
   • Impact: Limited profitability and reliance on paid advertising.
2. Unique Mechanism:
   • Approach: eDirect Response to scale email and SMS lists.
   • Differentiation: Focuses on organic growth through direct response marketing.
3. Strategic Pricing and Terms:
   • Model: Money-back guarantee if revenue targets aren’t met.
   • Flexibility: Aligns payment with results, ensuring client satisfaction.
4. Risk Reversal:
   • Guarantee: “Or your money back.”
   • Trust Building: Reduces financial risk, enhancing client confidence.

Having Trouble With Your B2B Offer? Client Ascension Can Help

That's the blueprint for crafting B2B offers that seamlessly guide prospective clients through the buying process, turning them into loyal customers. Forget flashy sales tactics or empty promises; the key to success lies in understanding your target market, addressing their pain points, and delivering a value proposition that resonates.

Whether you're refining your social media marketing strategy, streamlining your sales process, or enhancing your business proposal process, remember that it's all about building genuine connections with other businesses and providing solutions that truly make a difference in their operations. Understanding the buyer's journey and crafting offers that speak directly to your buyer personas will elevate your B2B sales game and watch your business soar.

Key takeaways

• Identify the problem: Find the pain points that keep your clients up at night.
• Craft a unique mechanism: Develop a system that sets you apart from the competition.
• Price strategically: Align your pricing with the value you deliver and your target market.
• Embrace risk reversal: Build trust and reduce perceived risk for your clients.
• Understand your ideal client: Get inside their heads and speak their language.

If you're ready to take your B2B offers to the next level, Client Ascension is here to help. We'll guide you through the entire process, from identifying your ideal clients to crafting irresistible offers and closing deals with confidence.

We don't just teach you the theory – we give you the tools, the strategies, and the support you need to achieve real results. So, what are you waiting for?

Join Client Ascension today and start creating offers that sell.

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