Offers, Pricing and the Customer Journey
Make the offer easy to buy
An offer is the exact thing someone can buy: what they get, the price, the time it takes, and what happens next. Vague offers ("we build software") make people hesitate; clear ones ("a 5-page business website in 2 weeks for $799 plus $49 a month for hosting and updates") make it easy to decide.
A strong offer has:
- A clear result the customer wants.
- A fixed scope or a clear way to get a price, such as a questionnaire or a short call.
- A timeline.
- Risk reducers: a written contract, staged payments, a support plan, examples of past work.
- A next step that is small and easy: book a call, start the questionnaire, ask a question.
Pricing basics
- Value, not hours: price on what the result is worth to the customer, with your costs as the floor.
- Good, better, best: three packages help people choose the middle one and show what more money buys.
- Recurring revenue: monthly plans (hosting, updates, support, monitoring) make income predictable and keep you close to the customer.
- Anchoring: showing the larger option first makes the main option feel reasonable.
- Discounts with a reason: pay-in-full discounts or annual prepayment are easier to defend than random discounts.
The customer journey
People move through stages before buying. Plan what they see and what you want them to do at each stage:
| Stage | What the customer thinks | What helps | Measure |
|---|---|---|---|
| Awareness | "I have a problem" | Helpful posts, ads, referrals | Reach, visits |
| Consideration | "Who could fix it?" | Case studies, pricing page, reviews | Time on page, return visits |
| Decision | "Can I trust them?" | Clear offer, contract, call, guarantee | Leads, calls booked |
| Purchase | "Let us start" | Simple signing and payment | Conversion rate |
| Retention | "Was it worth it?" | Good delivery, monthly reports, support | Renewals, churn |
| Advocacy | "I should tell others" | Asking for reviews and referrals | Reviews, referrals |
The funnel is the same journey seen as numbers: many people become aware, fewer consider, fewer still buy. Marketing work improves the numbers between stages.
Leads and follow-up
A lead is a person who showed interest: they sent a message, started a questionnaire or booked a call. Most leads are lost not because they said no, but because nobody followed up. Rules that work:
- Reply within one working day, ideally within hours.
- Always agree the next step and a date.
- Record every lead and its stage so nothing is forgotten (our Admin → Leads does this).
- Follow up at least three times before closing a lead as lost, and note why it was lost.
Exercise
Write one offer for one service using the checklist above. Then draw the customer journey for it and note one thing you could improve at each stage.
Check yourself
- What makes an offer easy to say yes to?
- Why do monthly plans matter to a service business?
- What is the difference between the customer journey and the funnel?
Tu progreso se guarda solo en este navegador.
Enviar para revisión (10 puntos)