The Conversation About the Offer
The conversations resulting from the Q2C Selling method allow you to build a framework throughout your sales process. Q2C Selling is a method to better prepare for your meetings, control your sales cycle, and sell more and faster. The conversation about the offer is the second stage of the closing.
In this article, find the definition and the interest of the conversation on the offer and discover how to structure it effectively. At the end of the article, discover the cards associated with this conversation and use them to set up your Deck in Sales Deck. Choose the cards that suit you and personalize them according to your offer and prospects.
To learn more about conversations and successfully implement them, we invite you to download an extract from our book Q2C Selling, written by Gabriel Dabi Schwebel and Nicolas Delignières.
The conversation on the offer, what is it?
You are there! Now that everything is clear for you and your prospect, it’s time to make your offer and close it. The offer is more than just a simple budget question, which you should have already addressed earlier in the sales process. This offer is an opportunity to remind your prospect of the critical elements of his problem, how you will solve them and how the collaboration will unfold.
The right attitude: you already collaborate
The closing is a very emotionally charged stage; it is the same for the seller and the buyer. As a seller, you must display serenity. When you are at the closing, you have already validated that your prospect is convinced that your solution is the right one within his budget. So you’re going to work together; what’s left to do is just paperwork. The closing goes without saying if it is not felt as such.
Bringing out the obstacles to decision-making
Of course, as calm as you are, your prospect will probably have last-minute breaks. Often not entirely rational either. For this reason, you should always be present and not just send your offer by email. You need to detect when your prospect has doubts, and you need to get them to talk about it.
What information do you get from the offer conversation?
The Ultimate Go/No-Go
Here we are! Once this offer is made, we obtain the answer to the question that has occupied their thoughts throughout the sales process: Are we going to do business together? In reality, and as you know, it is not so simple. You have two options: “Let’s go” or “I’ll think about it.” If the first possibility materializes quickly, congratulations, you’ve nailed this sale with a bang. If it’s the other option, hang on, it’s not over yet!
The last brakes
A prospect who thinks is a prospect who has doubts. The worst thing you can do is offer to return to him in a few days. You must understand what is at stake and bring out the source of this doubt to treat it. Very often, at this stage, your adversary is in action! It is always tempting to do nothing. Think about it!
The cards associated with the conversation on the offer
You have understood the principle and the interest of the conversation on the offer, but you do not know how to apply it concretely? Here are the cards that will be very useful for you to structure your conversation and set up your Deck in Sales Deck. You are free to keep the cards that suit you and change the order you use them.
The reminder of the problem
Remind your prospect of the critical elements of his problem, how your offer will solve them and how the collaboration will unfold. You can use the documents co-created during the value proposition at this stage.
The reminder of the offer
What makes my offer a good one? A good offer responds to the customer’s problem and reflects the sales process that led to its drafting. Behind the question of the “good” offer, there is also the format question, which is far from being as trivial as one might think.
There is, I believe, no perfect and indisputable format. Here are two exciting approaches that can fuel your reflection on the format of your offer and allow you to review your offer during the closing.
Exhaustiveness and pedagogy: the video offer
If you are part of the complete and detailed offer team, the trick to use is video synthesis. The advantage of a detailed offer is that it conveys an image of seriousness and allows you to be very precise. The downside is that only a minority will take the time to read it well among the decision-makers. And that’s a problem.
Moreover, writing has flaws in the way it conveys a message. Video is an excellent vector to complete your offer. Easier to consume, it will allow you to insist on the critical points by expressing emotions and convictions more quickly than writing.
The “one-page” offer
So there, it’s another format. The idea is straightforward: make an offer that fits on one page. This has many advantages: limiting the message to the most crucial information is very effective. On the other hand, there will be fewer questions or even negotiations if there are fewer details. In addition, there is a good chance that your offers will look the same from one customer to another if your positioning is precise.
The benefits of problem-solving
Make your prospect fully aware that solving their problem will earn them more than they believe. You can use collaborative documents such as audits, comparisons, videos, articles…