How to craft the right offers for your B2B service business

You can do several marketing activities to create awareness, get traffic, or nurture potential clients.

You can do several sales activities to capture intent, get sales meetings, or identify interested people.

But in the end, no matter what you’re doing, the goal is to get a new client. And without a solid offer, that will be difficult to happen.

That’s why this issue is about crafting the right offers for your business:

• The Primary Offer

• The Secondary Offer(s)

• The Downgrade Offer(s)

1. The Primary Offer

Every business needs a primary offer that should align with its unique value proposition.

For most of the companies, this offer would drive the most revenue.

Think of the way you can best service your customers and put everything under one umbrella — The Primary Offer.

For example, if your company is good at building MVPs, you have everything you (and your clients) need, and you can also match their expectations, then this might be your primary offer.

2. The Secondary Offer(s)

The goal of a secondary offer (or even offers) is not necessarily to drive you the most of the revenue, but more to prove how good your company is more affordably.

Based on the example from before, a secondary offer could be consulting services for companies looking to build their MVPs.

Your company would still fix a problem for them, but the entry barrier would be lower in terms of pricing.

That’s how you can build the trust needed to move them in a short time frame from the secondary offer to your primary offer.

3. The Downgrade Offer(s)

Doesn’t matter if it’s a real pricing problem or it’s just about trust, there will be cases when potential customers will not accept your offer.

A good downgrade offer can save the day for your company and do a similar job as your secondary offer(s).

For example, if you’re selling a “full package” of building the MVP, from design to development, you could start only with design, and move further after the client is satisfied.

The entry barrier for the client will be lower, so the chances of them saying “yes” will be higher.

Now, 2 things worth mentioning:

1. Your secondary offer(s) can play the role of a downgrade offer too, but that’s not mandatory in every case.

2. Downgrade offer(s) can be “live”, but they can be used only for the downgrade purpose too.

The right choice depends on the business, the way of working, and definitely the company goals.

There isn’t a unique recipe for all B2B service businesses, but the concept is the same, and having all these 3 implemented can have a huge impact on your sales meetings to customers conversion rate.