How do you structure an offer?

When structuring an offer, especially in a business context, there are several key elements to consider. The offer should clearly explain what is being offered, the key terms and conditions, pricing and payment details, timeline, and next steps. Structuring the offer in a clear, logical manner helps ensure all parties understand what is being proposed.

What are the main elements to include in an offer?

Here are some of the key elements to include in a structured offer:

  • Description of goods/services – Provide a detailed overview of exactly what is being offered – the products, services, scope of work, deliverables etc.
  • Pricing/fees – Clearly specify the total cost, breakdown of fees if applicable, any upfront payments required, payment schedule etc.
  • Terms and conditions – Outline important T&Cs such as timeframes, delivery, approvals process, quality and performance guarantees, liability and limitations etc.
  • Timeframes/milestones – Include key dates, project milestones, timelines for delivery, contract duration etc.
  • Contact details – Provide contact information for the person/company making the offer.
  • Instructions for acceptance – Specify how the receiving party can accept the offer – digitally, signed contract etc.
  • Expiry date – Include a deadline for accepting the offer.

Including these key details ensures the recipient has all the necessary information to properly evaluate and potentially accept the offer.

Why is it important to structure an offer clearly?

There are several key reasons why clearly structuring an offer is important:

  • Avoids confusion – A structured offer helps prevent misunderstandings about what is being offered, terms, pricing, timeframes etc. This reduces back-and-forth communications to clarify details.
  • Looks professional – A well-structured offer looks polished and business-like, which builds credibility.
  • legally binding – The offer may form part of a legally binding contract, so clarity of terms is essential.
  • Easy evaluation – The recipient can easily evaluate and compare offers when key details are clearly presented.
  • Converts leads – Structured offers are more likely to convert prospects into customers.
  • smoothes negotiations – The offer provides a solid base for any further negotiations required.

Taking the time to organize an offer and present information logically demonstrates professionalism and respect for the prospective client or partner.

What are some best practices for structuring an offer?

Follow these best practices when putting together a structured offer:

  • Lead with the most critical details first – Don’t bury key info like pricing towards the end.
  • Use clear, simple language – Avoid overly complex or vague language.
  • Use bullet points, numbered lists, and headings – Break up blocks of text to enhance readability.
  • Include charts/graphs if helpful – Visualize complicated pricing or timelines.
  • Follow a logical order – Flow from overview to specific details.
  • Use a professional format – A polished, branded template builds credibility.
  • Proofread thoroughly – Fix any spelling/grammar errors which look unprofessional.
  • Highlight action steps – Make it very clear how to accept the offer.
  • Keep it concise – Avoid overly long or wordy offers that lose the reader’s attention.
  • Send digitally if possible – For ease of sharing, evaluation, tracking etc.

Adhering to best practices helps ensure the offer is structured in the most compelling and user-friendly way possible while looking polished and professional.

What are some common mistakes to avoid when structuring offers?

Some mistakes to steer clear of when putting an offer together include:

  • Not proofreading – Typos or grammar errors look amateurish.
  • Using confusing language – Overly complex verbs, adjectives, acronyms etc.
  • Burying the lead – Putting critical info like pricing towards the end.
  • Incomplete information – Forgetting key details like payment terms, delivery dates etc.
  • Unclear instructions – Not specifying how/when the offer can be accepted.
  • Disorganized structure – Jumping around between topics randomly.
  • Overwhelming length – An overly long offer that drags on.
  • Too many options – Giving excessive product/package/customization options can paralyze decision making.
  • No contact details – Not including info on who to contact with questions.
  • Using boring template – A visually unappealing template reflects poorly.

With attention to detail and focus on clarity and completeness, these common mistakes can be avoided.

What are some tips for writing persuasive offer text?

Tips for writing compelling offer text include:

  • Highlight benefits – Focus on the how the offering solves problems or adds value rather than just features.
  • Use emotional hooks – Triggers like exclusivity, urgency, or popularity create excitement.
  • Tell a story – Paint a picture of success customers have experienced.
  • Social proof – Mention business names or numbers of existing happy customers.
  • Brief testimonials – Pull-quotes reinforce satisfaction from others.
  • Bold guarantees – Money-back, satisfaction or price guarantees reduce perceived risk.
  • Concise sentences – Avoid dense paragraphs. Go for short, punchy value statements.
  • Active voice – “Get” is more compelling than “you will receive.”
  • Avoid over-hyped claims – Using too many exclamation points or exaggerated language looks amateurish.
  • Personal pronouns – “You” and “Your” help the recipient feel individually addressed.

Balancing compelling messaging with clear structure and details is key to offers that generate high conversion rates.

What are some common pricing models used in offers?

Some of the most common pricing models used in structuring offers include:

  • Flat fee – Single fixed total price for product/service.
  • Per hour – Time-based rate for open-ended projects.
  • Tiered – Price increases at certain volume breakpoints.
  • Bundled – Discount for purchasing multiple products/services.
  • Upsell – Lower price for base model with options to upgrade features.
  • Freemium – Basic product free, advanced capabilities require upgrade.
  • Retainer – Fixed recurring fee for ongoing access to services.
  • Commission – Percentage of sales value.
  • Volume discounts – Lower per-unit price for higher quantities.
  • Pay-as-you-go – Metered utility pricing based on usage.

The pricing model should align with the type of product or service being offered and the customer segment targeted.

When is it appropriate to use a flat fee pricing model in an offer?

A flat fee pricing model tends to work best when:

  • The scope of work is very well-defined upfront.
  • It is for a one-time project rather than ongoing services.
  • The required effort and costs are relatively fixed and predictable.
  • Customers are buying a standalone product.
  • The audience expects predictable pricing.

Flat fees give the customer price certainty upfront while allowing the business to fix costs. But flat fees require accurately estimating the required effort – underestimating can lead to losses.

What are some tips for presenting pricing information in an offer?

Tips for presenting pricing details in an offer include:

  • Lead with the total cost whenever possible.
  • Breakdown costs by line item or phase for added transparency.
  • Bundle pricing tiers from good-better-best if offering multiple options.
  • Note any opportunities to save by purchasing upfront or in bulk.
  • Use tables or bullet points to present pricing components clearly.
  • Include any available financing options like payment plans.
  • Specify currency and tax implications.
  • Highlight what is included at each pricing tier.
  • Use bolding, underlines, or text size to draw attention to prices.
  • Note any conditions around listed prices such as limits or exclusions.

Well-formatted pricing information minimizes confusion, builds trust in the offer, and makes the customer journey easier.

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What are some common terms and conditions to include in an offer?

Common terms and conditions in an offer include:

  • Payment terms – Payment amounts, schedule, methods, penalties for late payment.
  • Delivery – Deadlines for delivery of goods or services, lead times, delivery instructions.
  • Support – Details of technical support offered, response times, availability.
  • Warranties – Types of product, workmanship or service warranties.
  • Liability – Limitations on liability for defective products/work or consequential damages.
  • Approvals – Any client review/approval stages required before proceeding.
  • Ownership – Who retains ownership of intellectual property, source code etc.
  • Confidentiality – Non-disclosure agreements regarding sensitive information.
  • Term – Length of any contracts or subscriptions.
  • Termination – Conditions under which contracts can be terminated.

Precise T&Cs protect both the buyer and seller’s interests in the deal. They should be written clearly and given proper emphasis so customers review them.

What are some tips for getting an offer accepted?

Tips for getting an offer accepted include:

  • Build rapport with the prospect before presenting the offer.
  • Time the offer strategically based on the prospect’s buying signals.
  • Highlight the unique value proposition and competitive advantages.
  • Focus on how the offer solves the prospect’s specific pain points.
  • Emphasize the importance of acting quickly before the offer expires.
  • Offer incentives for accepting early like discounts or bonuses.
  • Provide social proof through testimonials from current satisfied customers.
  • Clearly explain the next steps for accepting and getting started.
  • Ask for the prospect’s feedback on the offer and resolve concerns.
  • Follow up promptly to answer any questions the prospect has.

Personalizing the offer to the prospect and presenting it at the right time in the buyer’s journey dramatically improves the chances of converting the offer to a sale.

Should you include an expiry date on an offer? Why or why not?

Including an expiry date on an offer has advantages and disadvantages:

Potential benefits:

  • Creates a sense of urgency which encourages quicker decisions.
  • Signals limited availability of pricing, bonuses, or terms.
  • Ensures offer validity doesn’t drag on indefinitely.
  • Allows salespeople to focus efforts elsewhere after the expiry.

Potential disadvantages:

  • Arbitrary deadlines can frustrate and alienate buyers.
  • May lose sales from prospects who need more time to decide.
  • Can train buyers to wait for better offers after expiry dates.
  • Ongoing negotiation and exceptions after expiry dates dilute their purpose.

In general, including an expiry date is recommended, but it should allow sufficient time for complex B2B sales cycles or due diligence. The date should motivate action without pressuring the prospect. Flexibility can be built in as needed on a case-by-case basis.

Should you include examples or case studies in an offer? Why or why not?

Including relevant examples or case studies can be highly effective in an offer because:

  • It makes the offer more tangible through real-world demonstrations.
  • Helps buyers understand specific use cases and applications.
  • Enables showing how other customers have benefited.
  • Builds credibility through social proof.
  • Visual examples improve engagement and understanding.
  • Storytelling elements enhance persuasiveness.
  • Case studies address buyer concerns about risk.
  • Builds confidence that their needs can be addressed too.

Examples do require having suitable reference customers willing to share details publicly. If not, generic industry examples or hypothetical demonstrations can still be useful. But real customer examples should be included whenever possible as they are often the most compelling.

What are some closing techniques to finalize an offer acceptance?

Some effective closing techniques include:

  • Summarizing – Recap key benefits, pricing, and terms to reinforce value.
  • Asking for commitment – Directly asking for the sale or next steps.
  • Handling objections – Addressing any final concerns concisely.
  • Setting a deadline – Proposing a specific decision date.
  • Limited availability – Implying scarcity of the offer terms.
  • Sweetening the deal – Throwing in a special bonus or discount.
  • Trial close – Getting minor commitments during the sales process.
  • Shut up and wait – Pausing after your pitch to let the prospect respond.

Savvy salespeople will guide the prospect through the final acceptance process. But avoid being overly pushy or aggressive when closing the deal.


Structuring an effective offer requires balancing compelling messaging and clarity of details. Lead with the most critical information, use clear language, follow a logical order, and visually organize pricing and terms for quick comprehension. Proofread thoroughly and highlight action steps required. With attention to best practices in offer creation, you can present proposals that make it easy for prospects to say yes.

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