Offer

In B2B, an offer is the total package you present to a prospect: the core service that solves their problem, the price they will pay, the outcomes you promise, and the extra elements—bonuses, guarantees, timelines—that lower risk and raise perceived value. Alex Hormozi’s book 100 Million Dollar Offers frames an offer as a value equation:

(Dream Outcome × Perceived Likelihood of Success) ÷ (Time Delay × Effort & Sacrifice).

You raise value by amplifying the outcome and certainty, or by shrinking how long and how hard the buyer must work. A strong offer is therefore more than “£10,000 for a new website”; it could be “£10,000 for a fully-launched site in six weeks, plus a year of maintenance, three conversion-optimised landing pages, and a ‘go-live or pay-nothing’ guarantee.”

Cuts through market noise

Every agency can claim “high quality”; every consultancy claims “strategic insight.” Buyers drown in sameness and default to the lowest price. A well-structured offer differentiates by spelling out the precise result, timeframe, bonuses, and safety net. Clear contrast stops the prospect scrolling and starts a serious conversation.

Shortens sales cycles

When an offer bundles scope, outcome, and guarantee in a single sentence, stakeholders need fewer meetings to approve it. Decision-makers see cost, benefit, and risk already addressed, so procurement loops shrink from months to weeks. Faster deals compound revenue without hiring more sales staff.

Protects margin

Adding high-perceived-value bonuses (templates, training, support) costs little but lets you anchor a higher price. At the same time, removing uncertainty with a guarantee (“pay only if we hit X”) reduces discount requests because the client feels protected. Margin rises even as close rates improve.

Powers warm outreach and referrals

A sharp offer is easy for clients to explain. When you ask, “Who else needs this?”, they have a crisp story to share: “They saved us £50k in unused licences and did all the work in two weeks.” Simplicity fuels word-of-mouth and strengthens warm outreach conversion.

Guides delivery focus

Defining the promised outcome and timeline forces operations to build repeatable processes. Delivery teams know exactly what “done” means and can improve speed and quality. As fulfilment tightens, you gain bandwidth to upsell or create new offers—turning delivery efficiency into a growth loop.

Define the exact pain and dream outcome

Interview ideal clients. Capture the single headache they pay to solve and the result they truly want—fewer compliance fines, a full sales pipeline, zero downtime. Phrase the outcome in their words, not in your internal jargon.

Bundle the core service with high-leverage bonuses

Choose add-ons that cost little to deliver but raise perceived value: templates, training sessions, quarterly audits, priority support. Bonuses should remove future effort or amplify the initial result.

Compress time and effort

Map your current workflow and identify bottlenecks you can automate or pre-build. Faster delivery (or progressive milestones) trims the Time Delay in Hormozi’s equation, making the offer feel more valuable without changing scope.

Add a confidence guarantee

Offer a partial refund, milestone-based payment, or “we work for free until it’s done” promise. Guarantees shift risk from buyer to supplier, raising the Perceived Likelihood of Success and justifying a premium price.

Price so the client gains at least a 3–5× return

Anchor against the value created, not your internal cost. If your service can save £200 k in annual legal penalties, a £40 k fee is compelling. Present a single up-front price or a choice of two tiers—never a confusing menu.

Five illustrative offers

Iterate and refine

Launch the first version, gather objections, and adjust bonuses or guarantees. Track close rate, average deal size, and delivery margin. When close rate exceeds 40 % at target price and fulfilment runs smoothly, standardise the offer and move to outbound promotion.

Conclusion

A powerful B2B offer is a crafted package, not a loose list of services. By clarifying the dream outcome, bundling high-impact bonuses, shrinking delivery time, and shifting risk with a guarantee, you transform “hire us” into an irresistible proposal. Follow the framework, test relentlessly, and your offer becomes the engine that turns curious leads into high-margin clients.