Spell out what your customers get

“The faster and more clearly you can demonstrate those benefits, the more valuable your service will be.”

• Alex Hormozi, $100M Offers: How To Make Offers So Good People Feel Stupid Saying No

When I started consulting full-time, I came with over a decade of experience, and was confident in my own abilities to diagnose, strategise, and problem solve digital marketing and team challenges many organisations faced.

Yet my early sales conversations would flop.

“Yeah but what are we getting?”, one potential customer asked.

I knew I could make things rain for them but I hadn’t made it clear at all.

If someone is buying a service they need to know what they get and how in granular detail.

You don’t need to communicate the granular detail but the act of writing it down helps you be clear on how to communicate that service better.

There’s a lot of invisible assumptions on both sides as you try to sell a service.

If you’re selling a product it’s still handy to write it out.

Understanding all of the deliverables, and then whether there are any assumptions at work as well, is going to help make things clear.

This helps prevent any nasty surprises later but also ensures you’re equipped with everything you need to word your offer well.