If you ask someone what they hate the most about sales, they’ll probably say:
And I get it. It genuinely is one of the hardest things about being someone with something to sell. The likelihood of someone rejecting you is the highest it’ll be in the entire sales process.
But have you ever asked yourself WHY?
Why is it that people get rejected so much when they’re cold calling?
It’s not just the call itself, but the OFFER.
Rethinking the offer
At the core of any great sales strategy is the offer — and the better you get at putting together an offer, the better your outcomes.
During a cold call, the offer is the conversation to talk more about their company and yours.
Related: 12 Top Tips for Better, Faster, Stronger Cold Calls
During a discovery call, the offer is getting to the bottom of the issue that led them to want to talk to you in the first place.
During a presentation, it’s the actual product &/or service you sell.
During the onboarding process, it’s how seamlessly your product or service integrates into their life and business.
So wouldn’t it make sense to know how to create a great offer so whether you’re cold calling, presenting, or onboarding a new client, it’s J.U.I.C.Y?
Well, I’m glad you stumbled upon this post because I’m going to share with you exactly how to create J.U.I.C.Y offers for every stage of the sales process.
J.U.I.C.Y. offers: Your key to success
In sales, J.U.I.C.Y. stands for:
Justified
Is what you’re offering and what’s expected from you justified for the investment?
Whether you’re asking for 15 minutes on my calendar or a $15 million capital expenditure, it all boils down to the same thing. You’re asking for me to part with a resource I deem to be valuable.
Make sure you can justify asking me for 15 minutes or $15 million.
Make sure you can justify asking me for 15 minutes or $15 million.
How can you do that?
Be transparent. What are we going to accomplish in those 15 minutes? How is my company investing $15 million into this project going to help us see the change we desire? How are you going to handle the expected hurdles that may come up?
Show your prospects that you get where they’re coming from and what they’re dealing with as a way to help justify what you’re asking them for — whether it’s time or it’s money.
Unique
What makes what you’re offering unique? Why should your prospect spend $1,000 with you and not $1,000 on chocolate?
Why should I give you 30 minutes to discuss my problem… and not call your competitor and ask to discuss my problems with them instead?
Remember, your prospects have a LOT to do with their times and their days.
The resistance to talking with new vendors or service providers doesn’t come from the fact that your prospects don’t have problems that need solving.
It comes from the fact that most people with something to sell… say the same regurgitated garbage.
“Let’s get to know each other…”
“Let’s spend 15 minutes to see if we can save you 15%…”
“We have the best ads platform on the market…”
“The most robust solution out there…”
YAWN.
No wonder prospects don’t care. They’re BORED. If you’re going to stand out with a JUICY offer, you’re going to have to be unique and specific.
Related: 10 Sales Scripts That Get Calls Returned
Irresistible
What’s going to make your prospect want to make a move NOW?
Just because you call someone in the middle of their day or email them for the 17th time this month doesn’t mean you’re going to get the appointment or the sale.
Look at your services and/or offers and see how they can be positioned so they are irresistible to the right client or company.
You’re going to have to put your empathy goggles on and truly understand your future client. Ask yourself things like:
- What are their pressures?
- What could be going wrong that would make them want to make a switch?
- How are you uniquely positioned to handle their issues?
- How can you show them that making the switch won’t cause more problems than it’s worth?
- Why would they want to deal with this issue now?
When you can answer questions like the above, you’re well on your way to making your offer JUICY.
Related: Embrace Rejection in Sales: 5 Ways to Use “No” to Grow
Consequential
When someone works with you, how consequential is that experience on their life, and the life of their business or the company they work for?
How much better is their life for having worked with you? Do you know?
I used to work for a coffee and water company. Pretty boring on the surface.
But one day, I was sitting with a CFO talking about their company’s beverage program. As we were talking, several people left the building and came back 15 minutes later with coffees in hand.
Related: 7 Insider Tips for Selling to CFOs
I mentioned it to him and it was at that moment that he realized the consequential impact of investing in a full-service beverage program for his company.
The bigger the impact, the more people want to be part of what you have to offer.
It was about more than the price per cup or even the morale of people knowing they didn’t have to pay for coffee anymore.
He could see that providing coffee meant people spent more time working in the building.
Pay attention to and know how to communicate the consequential benefit of partnering with you.
The bigger the impact, the more people want to be part of what you have to offer.
Yes
How does the way you present your offer make it easy for a ‘right fit’ potential client to say YES?
Look at things like how you’ll work together, the terms of your contract, the way you take payment.
Make it easy for them to say YES.
I’m kind of old school, so I like when someone gives me two times to decide for us to meet. For example:
Tuesday at 2 pm EST
or
Wednesday at 10am EST
But I also really appreciate it when they also include a calendar link so we don’t have to exchange 7 emails trying to land on a day and time when the two they provide don’t work for me.
You’d be surprised how many people say no just because it was easier than saying yes.
That’s what I mean when I say ‘make it easy for them to say ‘yes.’’’ You’d be surprised how many people say no just because it was easier than saying yes.
In conclusion (aka, the main squeeze)
That’s it. Being J.U.I.C.Y is how you increase your cold call conversion rate AND your close ratio, too.
Anytime you make an offer, make sure it’s:
Justified
Unique
Irresistible
Consequential, and
(easy to say) Yes (to).
Who else loves a good acronym? ♀️
Edited by Kendra Fortmeyer @ Sales Hacker 2022
