Build Your Marketing Engine

Session 4 of 10 · assigned by J. Rivera

Session 4: Building the offer set

Map an offer to every stage of the buying journey, then price for lifetime value rather than for the first sale.

Most companies have one offer and hope it fits everybody. Map one offer to each stage of the buying journey instead, then price for the second sale rather than the first.

  • List every offer you have today
  • Put each one against a stage
  • Name the gap you find

If two offers land on the same stage, one of them is a discount, not an offer.

Completed
questions go to your strategist and email them
PA

Priya Ahn · 28 Aug

The offer map made the pricing conversation much easier with two prospects this week.

JR

J. Rivera · Xzito · 29 Aug

Good. Bring the two prospects to Thursday's session and we will pressure-test the pricing.

your strategist is notified

Build Your Marketing Engine

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  • 18 min
  • 26 min
  • 22 min
  • 31 min
  • 28 min
  • 24 min

4 more sessions

Downloads

Offer map worksheet (XLSX)
Session 4 slides (PDF)
Pricing conversation script (DOCX)

Tools for this session

Buyer journey mapTemplate
ROAS calculatorCalculator