Choose the buyers and build the offer

Use before building, pricing or rewriting an offer, or when a good offer isn't converting, to make sure the buyer group is worth entering.

When an offer is in the right market at a fair price but still isn't wanted, rate and fix it on four value variables.

Use to turn what a buyer wants into a long written list of possible things to deliver, before choosing what to sell.

Use to cut a long option list down to a high-value offer, pick where to start in the market, and test its margin.

Use to get a buying decision today without cutting price, by splitting the offer into a core plus bonuses and presenting each one well.

When buyers believe you but won't sign because the risk is on them, pick a guarantee type and write conditions that push buyers to succeed.

Use after choosing a guarantee to combine two guarantees, give it a memorable name, and set pay-on-performance pricing.

When buyers say yes eventually but not today, use real limits on units or time to bring the decision forward honestly.

Use to name a program, promotion or bonus so the right buyer knows it's for them, what it solves and how.

Use when you keep chasing cheaper leads, to find your most valuable customers, screen for them and collect data at every touch.

When customers are worth too little because they are small or unstable, move to richer buyers and judge it by metrics suited to pricier leads.

When choosing what new customers see first and what the offer includes, make those choices raise each customer's worth over time.