Step 2: How to Build Your HERO Offer, with Erik Jensen

Episode 28

podcast photo thumbnail
1x
-15
+60

00:00

00:00

Erik Jensen is the chief strategy officer at Predictive and a co-owner. Predictive helps clients build their authority positions in the niche(s) they want to serve — and then — monetize that position in the form of a sales pipeline filled with a steady stream of right-fit clients.

But often — Erik has conversations with agency owners, business coaches, and consultants (that’s our tribe here at Predictive ROI) — and he’s asked questions like…

“Hey — how do I get my list to buy more of my stuff.”

And like we talked about in last week’s episode — anytime we let thoughts of “GETTING” our “LIST” to “BUY” — instead of being focused on helping our clients and prospects solve a business issue or challenge they care about … then our thoughts, words, and actions make it pretty clear that we’re more about selling for our benefit and not helping them for their benefit.

Okay — let’s put a pin in that for a second because what might seem like weird irony — as you’ll hear — the focus of my discussion with Erik is actually about selling.

Weird, right?

But — and it’s an important “but.”

It’s about offering your clients and prospects what we call the HERO Offer — because when you offer it in the right way, at the right time (and candidly — in most cases…you’ll be asked by someone to share the details of what’s included) — then offering up the HERO offer doesn’t feel like selling at all.

Because if you follow the recipe, Erik and I lay out today — you’ll build your HERO Offer in such a way that it’s all about solving an important business issue for your client…not driving revenue for you.

And again — irony — that doesn’t mean your HERO offer is a loss-leader and not profitable. It’s profitable, strategically priced, and strategically linked with your full value ladder.

Okay — lastly — before we dive in — let’s quickly loop back to last week.

Erik and I discussed three variables as the starting point for solving the equation of increasing sales.

The first variable is WHO. We covered “WHO” last week in Episode 27. If you missed it — just go here.

The second variable is WHAT. That’s the HERO Offer and what we’ll cover today.

And the third variable is HOW, which will be our focus next week.

As always — we’ll share specific examples and helpful frameworks in full transparency.

Why are we focusing on these three fundamentals in these episodes?

Because no matter how long you’ve been running your business — no matter how much experience you have — no matter how successful you’ve been — if we lose sight of the fundamentals…we lose our way, and we start showing up as “buy more of my stuff.”

Whether by accident or not – when we show up that way — it feels like a whole lot of not awesome for your clients, prospects, and audience.

So – think of these “WHO, WHAT, HOW” episodes as the Starting Block.

What you will learn about in this episode:

  • The 30,000-foot view of the HERO OFFER
  • What are the key criteria that an effective HERO OFFER includes
  • What are the five outcomes of a HERO OFFER to share with your clients — and in doing so — transition you from selling to only helping
  • What are the measures for success?
  • How best to price the HERO OFFER: loss-leader or premium-priced

Free Resources: