Do you HATE the process of selling?

Do you feel it’s just a painful, compulsory-to-do activity in business that you don’t WANT to do but absolutely HAVE to do?

If so, you’re not alone.

And honestly, it’s NOT your fault.

Almost every consultant with whom I’ve worked at Solo CEO struggles with this feeling. Hell, even I often feel this way and I started my career in B2B sales.

For both of us, it originates from the fact that the business world has a VERY FLAWED approach to sales.

Sleazy sales tactics.
Endless pitching.
Selfish motives.

This “do-it-in-this-specific-way” approach to sales doesn’t work. And IT KILLS YOUR DREAMS

In today’s Solo CEO Skillset Eduletter, I aim to change that. We can re-program your sales mindset by helping you crystallize your “Offer Doc”- what you present to potential clients on the sales call.

After doing this, sales might just become your favourite part of running your expert business (like it did for one of my students).

It’s truly game-changing.

Ready? Let’s get started.

Why Reworking Your Offer Doc Rewires Your Approach To Sales

One of my clients, let’s call her Pam, faced this problem.

Pam is an HR consultant, who comes from a legal background (And she’s very funny because she thinks most of HR is actually really stupid).

But Pam was stuck in the high 4-figure months. Not bad, but also not where she wanted to be.

She knew she could be doing better, but she wasn’t sure what to do.

When we started working together, she straight-up HATED going on sales calls.

“I never know what to say. I feel really uncomfortable. I wind up rambling a bunch. And, I just dread getting on those calls.” - Those were her words.

After diving deeper into the problem, I noticed the core issue. She didn’t have a clear offer, so she didn’t have an clear direction for her sales calls.

I knew that by developing her offer doc, we could help her find the clarity and build the confidence that would make selling a little less miserable.

Pam was making the classic offer doc mistakes.

Firstly, she didn’t have one. Not really.

After years of relying on referrals in her business, she created custom proposals for every single prospect.

So when I pushed her to create a go-to offer and an offer doc to go with it, she created it in a style that I’ve seen a million times over.

General, professional sounding, and vague. 🤢

Pam’s offer doc was this polished version of “how an HR offer doc should be”. It’s exactly what a 10/10 scored AI would spit out if it knew her qualifications.

But it didn’t have SOUL.

• It didn’t speak to her true thoughts (that HR is stupid)

• It didn’t speak to her ideal clients (CEOs & Executives who resonated with her)

I said to her…“Nothing in this offer doc is YOU”.

And then I said - “I want the sass. I want to read this and know that you think most of HR is stupid. And I want this offer doc oozing with peak Pam vibe.”

With permission, she dove in and reworded her offer doc. And what happened next surprised me.

Embracing her unique POV, Pam became a sales monster!

The resistance to pitching was now gone as she was just being herself.

She started networking. She started talking to more and more people about what she was doing. And very soon, she signed a deal with a private equity firm for a tiny due diligence thing.

But she didn’t stop there.

She educated them on what else they needed to do. They loved it. And then she took one of her other longer clients (who was paying a few grand a month) and turned it into a $57,000 contract for 6 months! And she just closed another client, bringing her monthly income up to $70k+.

This overnight confidence she found was a miraculous result of us getting CLEAR on her offer doc and on what she brings to the table.

Witnessing this was truly amazing. It was one of my proudest moments as a coach!

So, how do we do this for you?

Let’s peek behind the magic and see what makes an amazing offer doc.

The 3 Pillars Of An Amazing Offer Doc

Pillar 1: The Offer Doc makes your buyer feel seen.

When your prospects see your offer, they must go: “Oh my god, this person knows EXACTLY what I’m going through”

This is the first litmus test that you need to pass. If they don’t think you understand, they’ll stop paying attention.

So, your offer doc starts with clearly explaining:

• The “Problems” you solve

• The “Pain” of not solving these problems

• The “Outcomes” you unlock by solving them

With this, you set the frame of your project.

Pillar 2: The Offer Doc makes it clear why YOU are the right person for them

Next question they have is “Why should I trust you with this project?”

So, the next section of your offer doc is about:

• Your story

• Your philosophy

• And your “why” behind what you do

This is where they get the confidence that you have faced the same problems, you are like them, and, you work specifically with people like them.

I often joke that this section of the doc is your opportunity for a Humble Brag. Yes, you’re using it to give valuable context into the story behind your offer, but it also gives you a chance to share your credibility and the elements of your journey that prove why you can deliver these results in this particular way for this ideal customer better than anyone else.

It’s often a little scary to write, but it’s empowering as hell when you give it your all.

Pillar 3: The Offer Doc gives them 100% clarity on the project

Finally, remember this: “The tiniest bit of confusion will lead people NOT to buy”.

• They know they want it

• They know you’re the one to do it

Now, to close it, you have 100% clarity on what’s coming next.

• How’s the project structured

• What are the deliverables

• What are the milestones they’ll unlock

• What are the timelines

• Anything else your ideal clients need to know to move forward.

Emotionally, they’re sold. This section is where you help their logical brain justify that it’s making a well-informed decision.

With all 3 pillars nailed, you’ll have an offer doc that’s PAINFUL to say no to!

Let’s put it to action now.

The Solo CEO Offer Doc Process: Creating An Offer Doc That Gives Prospects Clarity & You Confidence

Pre-requisite: Crystallize your Foundations

First, you need a strong base.

• Who do you serve

• What transformation do you help them unlock

If you don’t feel 100% confident in this, take a step back and zoom out. These newsletters will help you figuring out both of these problems.

• How to nail your positioning with the “One thing” framework

• How to use your “One thing” to nail your client transformation

With this clarity, we can move to creating the offer.

The Solo CEO Offer Doc Template

Your offer doc will have 6 sections.

Here’s a quick rundown of all of them.

Here’s a link to notion doc that has template with guidelines.

Have your foundations doc ready.

And then fill out all the sections.

Make them as specific as possible. And don’t hold back from making it as YOU as possible. That’s the whole secret.

The more you lean into your specific background, the better the offer doc becomes!

That’s it!

Understanding this POV to sales and going through this process will change your outlook as the CEO of your business. I promise.

So go do this exercise today. By the end, you’ll start feeling the confidence that Sarah felt after her offer doc.

For any questions- I’m here!

To love & growth,
Kasey

Whenever you’re ready, here’s how I can help you become a Solo CEO:

1. Want to land your first (or next) $10K+ client—without relying on referrals or working 24/7? Get my FREE 5-day email course, The Solo CEO $10+ client blueprint, and learn how to build a high-ticket, repeatable business. 
   

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