Building a Foot-in-the-Door Sales Offer w/ JJ Russell

Outbound Sales Lift

#91: Listen as JJ Russell, the Co-Owner and Director of the Best Damn Agency Mastermind, discusses building an offer. JJ helps agencies worldwide grow and scale their organization with a fantastic mastermind program and shares how to make building out a sales organization a lot easier.

Click here for full episode show notes, transcripts, and more!

Don’t feel like listening? Read the Episode Cliff Notes instead below:

Intro (0:00)

Your offer is your differential for any company, especially a sales team at any company in general.

It’s the unique value you’re bringing to the market, how you’re uniquely positioning yourself to me. A solid offer can make or break a sale before it even gets into motion.

Tear down an offer into a “foot in the door” offer or a tripwire offer you could set your sales team with.

If you’re solely competing on price, you’re just trying to do the same thing one iota better than the person standing next to you.

Positioning your offer unique to your market gives you something fresh to sell. Don’t want to sell the same thing as everybody else in the same way everybody else is doing it.

Part of this is really educating your buyer. That’s a rapid way to differentiate yourself from what everybody else is doing.

Now suddenly, you’ve positioned yourself as an authority and somebody who has the goods. You’ve got a process and Intel into this business that will allow you to sell at a much higher ticket than you would otherwise.

Setting Yourself Apart (5:36)

You want to be more strategic with the services you provide. You’re probably running a two-week strategy session. You’re getting into your clients’ tools or whatever that means for you and your industry.

Sending it on the front end makes the full engagement way more enticing.

Your prospects are comparing you against the five other competitors. They’re trying to basically understand the strategy they should be thinking about during the sales process before any money exchanges.

Sometimes people get confused, and they think for this process to feel robust enough for this engagement, they need to feel like it’s worth their time. What they want are results.

If you’re selling to small businesses, what you’re putting into our offer is 1000% of your proposal.

Sales Reps have to understand their market and their services well enough to explain outcomes or soft problems in the sales conversation. They can say- Here’s how we solve your problem. But first, we’re going to step in.

Foot in the Door Offers (14:39)

What they’re doing from day one is sitting in on these backend calls where you, as the founder or as the senior salesperson, are walking them through this massive proposal.

That essentially is the foot-in-the-door offer.

They’re hearing all the questions answered, all of the details of the services you provide, and hearing you go back and forth.

So really, what they’re gaining is very in-depth product market training throughout the foot-in-the-door process. Even if they’re not the ones closing the full engagement on the back end.

So it accelerates the timeline within which they can be selling the full thing.

Another key component to successful delivery is shrinking the cost and shrinking the timeline to actually delivering. Bring in the roadmap or present the roadmap to your client.

JJ Russell’s Bio:

Former senior sales guy for Sales Driven Agency. Co-Owner and Director of The Best Damn Agency Mastermind, the most elite community for growth-minded 7 and 8-Figure digital agency CEO’s.

Important Links:

JJ’s LinkedIn Profile

The Best Damn Agency Mastermind