Offer explainer
Who this service is for, what is included, and when it is not a fit.
- Stage
- Evaluating
- When to send it
- Send when the prospect needs clarity on scope and fit.
Why this one earns its keep
Saying who it is not for is what makes the rest believable. It also saves you the deals that were always going to end badly.
What a good one has
- An explicit "this is not for you if" section. Most teams cannot bring themselves to write one.
- What is included and what is not, in the same list.
- Priced, or at least banded. "Contact us" reads as "expensive and evasive".
How to produce it
- Write the three characteristics of a customer this works brilliantly for.
- Write the two where it goes badly, honestly.
- List what is included. Then list what people assume is included and is not.
- Decide what you can say about price without a call.
- Produce it, and send it the moment scope comes up.
Start free to turn these steps into a plan with dates on it.
How you know it worked
Proposals get fewer scope questions, and bad-fit deals disqualify themselves earlier.