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The “Product” is not the same as the “Offer.”

Make the The product, (or service), is what is ultimately delivered to a customer/client/patient/buyer. But the “offers” to sell the product/service are as numerous as imagination allows. The “offer” may be a “limited time only!” offer, or a “two for the price of one!” offer, or a “credit cards accepted!” offer. The offer is a sweetner to the deal or can deals with objections and must be differentiated from the “product” to increase its own recognition and effectiveness. An otherwise off-putting sticker price can be sweetened by a “Three easy monthly payments” offer.

Ultimately, the product must have merit, but the buying decision will rest as heavily on the offer as the product itself.

When selling anything, goods, services, or even ideas, sellers tend to focus on the product at the expense of the offer in the same way sellers often neglect selling “benefit” over “feature.”

The next time you’re selling a product or a service, think of the various “offers” in which to position the product/service. Finding the right “offer” for the right customer/client/patient/buyer can often make the difference between a sale and no sale. You will discover that “offers” are indeed “special.”

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