Buyers do not understand the value
The product is good; you know that. The customer sees a feature list and does not understand how it relates to their task.
Marketing
Developing and repackaging your commercial offer
We help define exactly what you sell, to whom and on what terms, so the buyer sees the value rather than just the price on the last line. We work with new products and existing ones that are harder to sell than they could be.
What developing and repackaging a commercial offer involves
A commercial offer answers three customer questions: what am I being offered, why do I need it, and on what terms? Development means creating an offer for a new product or business area. Repackaging applies when the product already exists but customers do not understand its value or compare only the price.
Content, not presentation design. We work on what you offer and how you explain it. Attractive design helps, but cannot rescue an offer that is difficult to understand. Design can be commissioned separately.
We change the presentation, not the product itself. Your product remains the same. What changes is how you explain its value, build packages and state the terms.
Packages need to make financial sense. We propose the package structure and arguments; you approve the prices and margins. An attractive but loss-making package helps nobody.
We test the new wording. Rather than take its effectiveness on trust, we look at how customers and salespeople respond.
When to repackage an offer
Customers compare only prices
If the offer does not show a difference, the customer has little choice but to look for a lower price. We show exactly what they are paying for.
Customers get lost in the price list
Twenty line items, five small-print notes and “ask your account manager”. We turn this into a few clear options.
A new product or a new segment
You are launching a new product or offering an existing one to a different audience. The offer should be defined before advertising budget is spent on it.
You may need something else
Need an overall marketing plan → Marketing strategy development
Not sure what really matters to customers → Market, competitor and customer research
The content is ready; you need the design → Advertising and print design
What we change in a commercial offer
Who it is for
We identify who the offer suits best and in which situations people approach you.
Task and value
We translate features into outcomes: what the person receives and which task it addresses.
Contents and packages
We group services or products into options that are easy to compare and choose.
Terms. What is included and excluded, how the engagement works and what happens if something does not go to plan.
Arguments and responses to objections
We gather the questions and doubts that hold customers back and prepare honest answers.
Main message and names
How to explain the offer in one sentence and name packages so the names already convey something useful.
What you receive
Offers for different segments
Separate wording for different customer groups when their needs differ.
Packages and terms
The contents of each option, what is included and excluded, and the terms of engagement.
Arguments and responses to objections
A list of common customer doubts with answers that can be used in sales.
Testing recommendations
How to test the new offer and which indicators to use to assess changes.
The offer before and after: what changes
Before. Professional office cleaning.
High quality, fast and affordable. Experienced staff, modern equipment and an individual approach. Prices on request.
After. A clean office every morning before your team arrives.
We clean offices before 9:00, while nobody is working.
Daily: floors, work surfaces, kitchen and bathrooms.
Three times a week: the same tasks on a flexible schedule.
A monthly deep clean: windows, equipment and hard-to-reach areas.
One manager to contact. If we miss something, we return the same day.
What we changed and why
The headline describes the customer's outcome rather than the service in general.
We replaced “high quality, fast and affordable” with specifics: timing, scope and the contact person.
Instead of “prices on request”, there are three packages that are easy to compare.
We added a condition addressing the main objection: “What if the cleaning is not good enough?”
HOW WE WORK
How we develop the offer
- 01
Product and customers
We speak with you and your salespeople and review existing materials: proposals, price lists, website and presentation. Result: an understanding of the product and how it is currently sold.
- 02
Analysis
We gather customer questions, what holds them back and how competitors present similar offers. Result: a list of strengths, objections and gaps in the offer.
- 03
Offer options
We propose several approaches with supporting arguments. You choose; we develop the detail. Result: an agreed direction.
- 04
Packages, terms and copy
We detail the package contents, terms, arguments and copy for the required materials. Result: a complete offer.
- 05
Refinement after testing
We review customer and sales-team responses and make revisions. Result: a tested version of the offer.
Meet the team
How we check whether the new offer works
Customer conversations
We show the new version to several customers and find out whether it is clearer and what remains unclear.
Sales-team feedback
Salespeople use the new wording in initial conversations and report what worked and what did not.
A website or advertising test
We compare two versions on a website page or in ads to see which generates more enquiries.
Comparing indicators before and after
We agree the indicators in advance and compare them after an agreed period.
Testing reduces the risk of mistakes, but we do not promise a specific sales increase: price, the market and enquiry handling also influence it.
What we need from you
- a description of the products and services;
- current materials: proposal, price list, website and presentation;
- prices and, where possible, product economics, so packages are both clear and profitable;
- a conversation with salespeople or several recordings of typical customer conversations;
- examples of the questions and objections you hear most often;
- one person responsible for approval.
Formats and pricing
One product or a range
An offer for one product or service. For example, a new business area or a product that is difficult to sell.
Repackaging a range or price list. Several products, packages and terms organised around one consistent approach.
What determines the cost
- the number of products and segments;
- the number of materials requiring copy;
- the need for customer conversations;
- the method used to test the new offer.
Design is quoted separately
If the proposal, presentation or price list needs design after the content work, we quote for it separately.
Discuss the offerFAQ
Questions about developing and repackaging an offer
Can’t find your question?
Send it through the form and we will reply.
Go to formCan you work with existing products?
Yes; that is what repackaging involves. The product remains the same, while the explanation of its value, the packages and the terms change. This is often enough to make choosing easier for customers.
How will we test the new wording?
Through customer conversations, sales-team feedback, testing two versions on the website or in ads, and comparing indicators before and after. We choose the method together based on your customer and enquiry volumes.
Do you change the prices?
We propose the package structure and may recommend clearer ways to present prices. You decide on prices and margins because you know your business economics.
Why do you need cost data?
To make the packages both clear for customers and profitable for you. If you prefer not to share this data, we work with prices and you assess the economics of the packages yourself.
How does this differ from a marketing strategy?
A strategy sets the overall direction: audiences, channels, budget and action plan. Offer development examines one part in depth: exactly what you sell and on what terms. If you need the whole plan, start with strategy. Marketing strategy development
Will you prepare materials for the sales department?
Arguments, objection responses and copy for salespeople are part of the deliverables. Sales-team training and detailed sales materials are a separate service. Marketing support for sales teamsAll questions and answers
Where to use the new offer
The offer is ready. Now it should appear where customers make decisions.
Landing pages and website marketing improvements Present the new offer on the website with a short path to an enquiry.
Advertising and print design Design the proposal, presentation or price list.
Marketing support for sales teams Prepare salespeople and materials so everyone describes the product consistently.
Marketing strategy development If the new offer requires a new promotion plan.
Marketing · group 01
Marketing management and strategy
- Full-service marketing
- Outsourced marketing director
- Marketing audit
- Market, competitor and customer research
- Marketing strategy development
- Developing and repackaging your commercial offer
- Marketing launches for products and new business areas
YOUR NEXT STEP
Let’s discuss your task
Tell us what you have, what is not working and what result you expect. We will review your enquiry, clarify the details and suggest the next step.