“An Irresistible Offer”
by Gary F. Patton (gfp ’42™)
Peter Drucker says that there are two basic questions every business person must be able to answer …well:
1. What is your business?
2. How’s business?
In my coaching over the years, I have found a high percentage of business folks stumble over the first question. Too often we highlight a feature, describe our product line or describe our customer base.
Today, I want to encourage you to think about your core business offering. I ask you to consider the one that is so clear that it is irresistible!
What might be your irresistible offer?
Mark Joyner defines The Irresistible Offer as an identity-building offer central to a product, service or company where the believable return on investment is communicated so clearly and effectively that its immediately apparent that you have to be a fool to pass up the offer.
There are 3 elements, according to Mr. Joyner, that go into forming an irresistible offer:
1. A high ROI for the customer. This has to do with creating high value in the mind and experience of the client.
2. A touchstone. For example, “Pizza hot and fresh to your door in 30 minutes … or less … or it’s free!” ~ Domino’s classic touchstone. Or consider Federal Express’ touchstone: “When it absolutely, positively has to get there overnight!”
3. Believability. This has to do with proof, credibility, endorsements,
high profile customers and any Awards or Recognitions you have earned.
Are these 3 elements compellingly and engagingly present in your sales and marketing initiatives?
“Give me a lever long enough and I will move the world!” ~ Archimedes (287-212 B.C.) Greek mathematician, physicist, engineer, inventor & astronomer
Archimedes understood the power of leverage. Company owners and organization executives do as well! But we often get sidetracked with small levers e.g. sales campaigns, websites or technological innovation, etc.
The reality is that the biggest lever for any business is the CEO or owner herself or himself. Unfortunately, few business owners and executives really understand this.
We usually are working so hard in the business that we don’t think to take the crucial and valuable time to work on the business. At the core, this means working on ourselves.
Let me check a few things about the state of your business with you:
If I asked you what you do on an elevator could you answer in 15 words or less and elicit the response: “I’d like to hear more. Give me your card!”
What’s your vision?
Can you send me your list of 10 core values, right now?
Are you comfortable sharing your Mission Statement from memory?
If I asked your team to share your customer care philosophy, would each member respond with the same engaging, short answer?
These and related business and people development issues are my coaching specialty. I can specialize because I’ve spent 30+ years as an HR executive and people development consultant including 20+ years leading my own business group as its chief coach.
How can a coach help me best, you ask? That’s a great question!
An experienced professional coach will help you to ferret out false assumptions and limiting beliefs. These are only correctable once you identify them.
That’s the tricky part. And denial regarding our core personal issues is a powerful force in most of us. That’s why most self-help books you’ve read didn’t help you much, eh!
One way to get crucial clarity is through a conversation with a skilled listener who gives you feedback that can help you realize you didn’t have the R-E-A-L facts before. And then, help you turn falsehood and limitations around into empowering assumptions and beliefs.
Check out my credentials at the sites I’ve hyper-linked below. Then, give me a call so we can chat about a complimentary coaching session to get you started on YOU!
Alternatively, can you think of two or three colleagues, family members or friends for whom this article might be helpful and to whom you can recommend me and my work?
© Copyright 2010-17 Gary Patton, PattonAssociates.ca, People Development Coaches & Consultants
“I specialize in business & personal life coaching that easurably improves people’s performance!”
Greater Toronto Area, ON CAN