Here’s an offer you can’t refuse!

People are most likely to say “yes” when you offer them something that solves or prevents a problem, makes or save them money or time, or makes them or the people they care about happy. Those three benefits reflect a basic truth about human motivation, especially in business or decision-making contexts.

When my goal is to influence, sell or get buy-in from leaders, clients or prospects, I understand that my offer must do one or more of the following:

1. Solve or prevent a problem – Most products or services that succeed do so because they reduce pain, friction, or risk. If something can ease a present a pain point or eliminate a risk of future pain, that gets their attention.
2. Make or save money or time – Money and time are two of the most valued resources. If something can help someone or an organization do more with less, it’s immediately attractive.
3. Make them or their people happy – The cost to provide a state of well-being that includes high morale, a healthy culture and enjoyable experiences is relatively easy for decision makers to justify. It’s easy to make a case for how such an expense leads to better retention, higher productivity, and increased engagement.

These value levers – or benefits – resonate with your audience when you’re offering your skills, product or service. Variations of these benefits have been discussed widely in sales, marketing, psychology, and leadership.

Even though people may buy things to reinforce who they are or want to be (identity) or to fit in or connect with others (belonging), the primary motivators are survival, efficiency and happiness. These three benefits hit on most of the core emotional and practical drivers behind buying decisions.

You’re reading this article because you anticipate the information helping you do at least one of these three things. Keep reading.

Practical Applications

Here’s how you can apply this information in getting the attention of the people you want to help:

1. Clarify Value Proposition – Ask which of these three motivators your offer addresses and use that answer to shape how you talk about your product or service in your pitch, bio or other communications.
2. Guide Conversations – Listen for cues about what prospects, clients, or stakeholders want and frame your response through one or more of the three benefits.
3. Use as a Checklist – Check how your offer answers the following questions: Does this make or save money or time? Does it solve a real pain point or help someone avoid a future problem? Will it improve someone’s experience or happiness?

If an offer addresses one or more of the three benefits, it makes it easier for the decision makers to decide and often say “yes!”. That, my friend, would be an offer they – or you – can’t refuse.

Got questions I can help with? Let’s talk.