Skip to content

Free GTM Skills / Foundation / Playbook 5

Offer and pricing

A packaged offer the first customers can say yes to: what is included, what it costs and how that is worked out, the pilot or first step, the terms that matter, the one-sentence ask, and the proposal template every proposal starts from.

1 skillSOP on GitHub

Why it matters

Prospects stall at what does it cost when the answer changes every time. A written offer with a price anchored to what it replaces, and a first step small enough to say yes to, removes the stall and stops proposals from being rebuilt from scratch.

Order of operations

  1. Name the outcome in one sentence.
  2. List what is included and what is not.
  3. Pick the sizing measure the customer already knows.
  4. Set the price between the replacement cost and the value delivered.
  5. Design the pilot or first step with a number that proves it worked.
  6. Write the terms page, the ask sentence, the offer page and the proposal template.
  7. Sell it five times, then adjust.

Skills in this playbook

  • Play1
Next playbook · BuildWebsite and conversionA homepage that tells the wedge buyer in five seconds that this is for them, what it does and what to do next; the few pages around it; and every form and booking link landing in the CRM with a source.

Find out if we’re a fit.

In a 30-minute discovery call, you’ll get honest, no-strings advice you can act on right away, and a clear picture of what working together would look like.

Book your discovery call