Marketing Automation Services for
Technology and Service Companies

Un-Refusable Offer

Mafia Offer, Un-Refusable Offer (URO)

Un-Refusable Offer for B2B Lead Generation

Want to truly transform your B2B lead generation into something spectacular? Consider the un-refusable off aka the Mafia Offer. It’s not easy but most companies can do this.

  1. Imagine for a moment that we recorded what each of your salespeople say to your target market and had it transcribed into text. Further imagine if you will that we removed anything that specifically referred to your company’s name or the name of the salesperson.
  2. Now imagine that we did this with all of your competitor’s salespeople as well.
  3. For fun let’s also take all of  text in your marketing, b2b lead generation and your website.
  4. Next, imagine that we put all of these written and transcribed spoken words into one document for you and each of your competitors. From just reading do you think you could pick out which document represented your business?

My bet isthat they would all essentially say some version of the following and that you couldn’t pick your company out from the rest:

  • We provide great customer service
  • Our quality is outstanding
  • We innovate and/or help our customers to innovate
  • We have great employees
  • We deliver results
  • We have a very knowledgeable staff
  • We are responsive to our customers’ needs
  • We have a great reputation
  • Our customers trust us

By contrast, if you had a true un-refusable offer (URO) it would take just a few seconds and you’d easily be able to correctly pick the document that represented your company. Just as easily your target market could pick your company’s offer out of all the noise and blather your competitors’ rain down upon them every day. The ROI on your b2b lead generation would be strong to say the least. Welcome to your customer’s perspective about your industry – you all sound alike. I’ve been doing this little exercise for years and have found very few exceptions to this pattern.  Your offers all sound alike. Your content is similar. Your b2b lead generation messages are similar… and you all have a ceiling on just how much good you can really do for the target market’s businesses. That is, of course, unless you have a true URO. If you have an URO then everything is different. An Un-Refusable Offer is an offer that your customers can’t refuse (80% of the time) and your competitors don’t copy. For most companies outside of insurance, financial services and a handful of highly regulated businesses, such an offer is possible. The creation ofa URO requires a clear understanding and perspective of these business systems:

  1. Yours
  2. Your clients’
  3. Your competitors

There is a very specific processwe use that can provide you with an accurate perspective and clear understanding of these business systems. This new perspective and a bit of creative thinking can then create an offer that:

  1. Benefits you
  2. Benefits your clients
  3. Your competitors don’t copy

Understanding your and your client’s business systems allows you to gage the incremental impact of changes in the following three traditional value drivers(and all their numerous variations) for both parties:

  1. Quality
  2. Price
  3. Service

Without the proper understanding of what is truly possible to change in normal business systems as well as access to certain resources and knowledge, most competitors won’t copy your new offer either because they are unwilling or simply unable. Since different markets value different combinations of value in their own way we usually recommend that each market niche get its own URO. A foundational aspect of the Sixty Days to New Business process is the creation of a URO. Once created we systematically engage the specific target market niche using the URO, nurture the market members who raise their hands to hear more and then, when sufficiently nurtured, turn them over to your sales team to close the sale. What’s involved?You’ll have to meet the following minimum criteria to be considered for a URO with us:

  • The average lifetime value of a client is at least $100,000 in profit.
  • You have some level of  differentiation today.
  • You are not in financial or insurance services.
  • You are willing to involve the entire management team including operations.
  • You are willing to modify operations if necessary.
  • You are ready to learn and do new things.
  • Your management team is willing and able to work with us to gain a clear understanding and perspective of these business systems:
    1. Yours
    2. Your clients’
    3. Your competitors

Also, your management team is willing to make changesin the following three traditional value drivers (and all their numerous variations) for both parties until it is clear that 80% or more of the target market will be unable to refuse the new offer:

  1. Quality
  2. Price
  3. Service

Our guarantee; if approximately half way through the process (we will define the exact point) you don’t feel that you are confident that you will get a worthwhile increase in profitable sales, you will get a 100% refund. Do YOU have an URO now? Let’s see; if I am one of your ideal prospects, why should I do business with you? Jot down a few thoughts now and in a few moments we’ll show you what we thing you probably wrote. Some equate a URO with a Unique Selling Proposition (USP) or Value Proposition (VP). From our perspective a URO is substantially different from any other type of offer USP or VP regardless of the words used to describe them. URO type offers are different from any other offer no matter how powerful they may seem. A great and powerful offer can be an URO but usually isn’t. Some believe the only powerful offer comes from innovation. In our experience most innovations can be quickly replicated. Some say to abandon selling more within your current market focus and inn ovate new products for new markets. Our experience is that this is a high risk strategy. See the graph below for a bit more perspective: UROs don’t require Innovation If the difference between a URO and all other offer types isn’t innovation then you might be asking yourself… what could it be? For now just remember that innovations can be copied and the more competitive the industry are typically copied fairly fast. We are going in a different direction. As you can see from the graph above new products and/or new markets are typically high risk propositions where you are the pioneer. If it works everyone else jumps in and if you fail you fail alone. No, it’s not price either Anyone can mimic a price decrease and most will do so readily despite the leveraged damage in creates in your balance sheet. Any short-term sales advantage you gain from a price drop will evaporate quickly and then you’ll have the long term burden of a target market that has conviction that they can get what you and the rest of your industry offer for less. The core difference is thisThe price to be in the market is actually what most people try to get prospects to believe is what sets them apart:

  • We provide great customer service
  • Our quality is outstanding
  • We innovate and/or help our customers to innovate
  • We have great employees
  • We deliver results
  • We have a very knowledgeable staff
  • We are responsive to our customers’ needs
  • We have a great reputation
  • Our customers trust us

The core difference between a URO and all other offers is that a URO offer is a business proposition. What kind of business proposition?A business proposition with the following characteristics:

  • Uses existing products in existing markets.
  • Requires no particular competitive advantage or innovation – nothing need be patented, unique technology isn’t needed, the same tools and infrastructure, and comparable staffing.
  • No price concessions.

All this and yet it is unlikely that the competition will choose to follow and the offer is so good that the target market would find it to be a URO approximately 80% of the time. In essence we are not selling a product or a service per se but rather a business proposition that has a near certain and meaningfully positive impact on a business – an impact that has an obvious ROI that is higher than all of the alternatives from your competitors. Many, maybe most companies can build an URO offer… really Most companies just don’t know how to build an URO offer. Once they learn the process most companies can build a URO. No “Easy Button” here Building this offer will take a block of time and require participation from 3-5 people in your company. It isn’t necessarily easy but together we can do it. Guarantee If you get half way through the process and you are not confident that you’ll be able to not only recover your investment but also have a URO offer to take to market we’ll refund 100% of you fee. A cornerstone of the Sixty Days to New Business programAn URO is a cornerstone to the Sixty Days to New Business program. While powerful it is not enough. The other parts of the program are as follows:

  • Data that represents the target niche for which URO was developed to serve.
  • The copy and nurture that helps the target niche full understand the offer and its proposed impact on their business.
  • The technology to deliver the offer and other content to a broad market and then distribute lead to your sales team and track the resulting sales cycles.
  • Program execution to assure that everything happens as it should and in sufficient quantity to enable to you to achieve your revenue goal.
  • The methodology to assure that your salespeople can effectively leverage their new URO.

When can I sign up? If you qualify you can start any time we have an opening; we only accept two new customers a month during 2012. The coaching and execution required for success currently limit the volume we can effectively handle at any one time. If we are full you can get on our waiting list. We will notify you when we see a new opening becoming available. How many offers may we build? For your company you may ultimately build as many as you need. Within this program we will build one offer. You can work on more than one simultaneously on your own but we don’t recommend it. In addition to getting an URO you will be learning a repeatable process that you can use to build all the offers you need for your company. If it is imperative that you work on more than one offer at a time you may contact us to arrange for an intensive program that can accommodate that requirement. Are you ready to add a URO to your marketing and sales? If so you can contact us to talk about it, the price and whether or not you qualify  for us to help you build a URO. Call Eric Albertson, President of Albertson Performance Group, Inc. at 503-635-2319 or 503-709-4162 by phone or email: eric@apg7.com.

We challenge you to find another B2B lead generation program that offers a URO as part of their service. If they exist we don’t know about them.

 

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