How to Develop Transformational Offers

An eye-opening observation about strategic SaaS deals: Transformation deals don’t have to take 18 months. Here's how to cut big deal sales cycles by 50%: 1/ Create a distinct point of view for your industry (Discovery) Most sellers fail to articulate a broad vision for the industry they work in and focus on what their company does. That will drastically limit your deal size. Instead, become a “performance curator” using your existing largest customers. Leverage their facts and stories to paint a clear picture of the big vision in their space and generate authentic curiosity. This will help with gathering meaningful data during Discovery and move you faster to the Insights stage. 2/ Actively collaborate with the prospect on how to change (Insights) Most sellers take way too long to get to the Insights stage, if it all. They think closing a deal is solely about teaching and persuading, rather than collaborating and co-designing something together. After gathering and receiving the prospect’s data, now will be the time when you bring together their change drivers and your subject matter experts (SMEs). I found the best way to do this is set up a design session, or what’s known as a “Lighthouse Workshop.” The goal of the session is to suspend limiting beliefs and get out of status-quo thinking. This is where both sides can open up on how to ideally tackle big problems and go after “moonshot” ideas.” 3/ Drive home why the prospect needs to change now (Accelerate) After too much time passes on working a large deal, most sellers get frustrated and deal-fatigued. This is when they get sloppy, succumb to the pressures of their management, and default to discounting to try to accelerate deal closure. That leads to an erosion of trust and quickly devaluing your solution. Instead, after completing a successful design session together where you architected the ideal way to operate, develop a narrative proposal and business case to secure (or create) budget. Make sure both executive sponsors (yours and theirs) sign off on it before it gets positioned inside their org. Both sides should have their hands on the proposal, ensuring it includes their specific terminology, initiatives, and realistic KPIs. This will help you accelerate closing the deal without compromising your reputation or cutting costs unnecessarily. If you're struggling to close large transformation deals within a calendar year, these are 3 great ways to enhance your approach. And remember this mantra at all times: "Less, but better." You already know quality is better than quantity at this level of sales... But are you truly living it? Those at the top are. 🐝

Most B2B SaaS companies miss the mark when it comes to messaging and positioning. They try to pack in EVERYTHING, including buzzwords, every feature, every new industry trend and end up with some convoluted SaaS-speak nonsense that most of the buyers don't understand—and certainly don't act on. The biggest mistake? Competitive copycats echo buzzwords no human has ever said aloud. And "final" copy ships without hearing a single customer heartbeat. Companies forget that every line is a promise of a better workday. When the promise feels real, your buyers remember. Here's my 6-step plan, built on research, refined by emotion: 1. Immerse yourself in your customers' day. Note every frustration and workaround. 2. Interview for emotion. "What stressed you out? What would have made you proud by week's end? What keeps you up at night?" Record their exact phrases. 3.. Map the gap. Tear down five competitors to spot the pains they ignore; the problems they're not solving. Plot where your buyers are feeling underserved. 4. Write the narrative from the lens of empathy. Keep it simple: A one-sentence value prop plus three proof pillars. Tie each of these to a concrete benefit (e.g., time back, confidence up, career impact stronger). Keep it simple. Read it aloud. Read it to someone outside of your industry. Do they grasp it quickly? Or do you have to explain it? If you do, this is a big 🚩🚩 and you need to go back to editing. 5. Draft your MVP and test, test, test. Drop lines from your narrative into ads, nurture emails, and BDR scripts. Track not just the clicks, but the RESPONSE. Did your message resonate? Did the prospects repeat your promise back in their own words? 6. Take your test winners and create a one-page playbook with example stories and customer quotes so that every single teammate can deliver it verbatim—and believe it. ⚠️ Pitfalls to avoid: - Buzzwords that sound impressive but echo no real pain - Internal acronyms or lingo that your buyers have never heard - Value props so long your reps need cue cards - Claims with no data or customer voice behind them - Skipping sales and CS feedback—the people closest to the emotional stakes Great messaging is a mirror reflecting your hopes and headaches. Start with their words, show the better life your product unlocks, and they'll feel—and respond—to the truth.

5 steps to a clear offer... Your pitch isn't confusing, but it's also not compelling. Most coaches and creators can explain what they do. But many struggle to explain it in a way that helps people buy. You've got the teaching part down. But not the selling part. Being clear isn’t enough. You also need CERTAINTY. And you create certainty by showing your system, naming the transformation, and painting a picture of the journey. BECAUSE BUYERS WANT TO SEE THE MAP AND THE DESTINATION. This helps us experience your work as real, repeatable, and ready to buy. Here's how to add more certainty to your offer: 1. Name the Transformation You Deliver Instead of saying, "I help people improve their lives," get specific. State the measurable change clients experience. Make it concrete! ❌ "Go from overwhelmed to in control of your time." ✅ "Confidently land your dream job in 90 days." 2. Outline Your Process (Simply) You don't need a complex flowchart. Just 3-5 key stages/steps clients go through when they work with you. This shows there's a clear path and not just random conversations. 3. Use Client Language Look at testimonials and client feedback. What words/phrases do they use to describe the problem you solve? Weave those words into your offer language. 4. Paint the "After" Picture Describe what life looks like AFTER working with you. Focus on feelings and results. Show what their new reality will look like. ✅ "Imagine waking up feeling energized and in control." ✅ "Picture yourself confidently negotiating that raise you deserve." 5. Highlight a Key Mechanism Is there a specific tool, framework, or approach that's central to your coaching? Give it a simple name and mention how it helps clients get results. Show people the map. Sell them the destination. ***** 👋 Howdy, I’m BrianB. 💡 I build language systems that makes your program/offer unforgettable 🎯 Frameworks, processes, and taglines people 𝑎𝑐𝑡𝑢𝑎𝑙𝑙𝑦 remember 💬 DM me if your brilliance needs better packaging