Grow Your Local Business Podcast
Episode: Offers 101: What You Actually Sell In Your Local Business
Host: Leslie Presnall
Release Date: April 22, 2025
Introduction
In the episode titled "Offers 101: What You Actually Sell In Your Local Business," Leslie Presnall, a seasoned local marketing expert and life coach, delves deep into the foundational concept of "offers" within local businesses. Aimed at helping entrepreneurs and small business owners clarify and optimize what they sell, Leslie breaks down the often misunderstood term "offer," differentiating it from related concepts and providing actionable insights to enhance business strategies.
Understanding “Offers” in Local Business
Defining an Offer
Leslie begins by addressing the common confusion surrounding the term "offer." She defines an offer as the core of what a business sells, encompassing the service or product, its packaging, structure, pricing, and inclusions.
“An offer is what you sell. It's your service and it's how you have packaged it up and structured it and priced it and what all you've included in it that is your offer.”
— Leslie Presnall [03:15]
Practical Examples
To elucidate her definition, Leslie provides concrete examples across various industries:
- A photographer's offer might be a photo package that includes a one-hour session, ten photos, and styling guidance priced at $700.
- A physical therapist could offer a single 60-minute session for $150.
- A personal stylist might present multiple offers like a three-hour closet makeover for $350, a two-hour personal shopping service for $300, and a color analysis session for $350.
“Offers are just things that you sell. It's what you offer your clients.”
— Leslie Presnall [04:10]
Differentiating Offers in Service-Based and Product-Based Businesses
Leslie acknowledges that while the concept of offers is predominantly used in service-based and online businesses, product-based businesses can relate using similar terminology. She advises product-based entrepreneurs to think in terms of "products" or "inventory" instead of "offers" to maintain clarity within their business language.
“The term offer is more commonly a service based term or an online based business term too. My product based people tend to say things like products, inventory, what we carry, what's in stock...”
— Leslie Presnall [07:05]
Making an Offer
What It Means to Make an Offer
Moving from the definition, Leslie distinguishes between having offers and "making offers." Making an offer involves actively presenting what you sell to potential customers, essentially inviting them to purchase or engage with your services.
“Making an offer is simply telling people about what you're selling and inviting them to take the next step to book or buy.”
— Leslie Presnall [09:00]
Effective Offer Presentation
Leslie emphasizes that making an offer can take various forms, from brief mentions to detailed pitches. She illustrates this with her own example of promoting the LocalPreneur Academy:
“If I was going to make an offer, I would say like, hey, do you want to get fully booked with local clients over the next six months? Come join me inside the LocalPreneur Academy.”
— Leslie Presnall [08:30]
Offers vs. Discounts and Promotions
Clarifying Common Misconceptions
A significant portion of the episode addresses the confusion between offers and sales or discounts. Leslie clarifies that while offers refer to the core products or services a business provides, sales and discounts are special, often temporary, promotional tactics designed to create urgency.
“The term offer, the way I teach it, doesn't necessarily mean discount. You could think about it like, my services and the way I package them, package them, and price them are just my regular offers.”
— Leslie Presnall [10:25]
Special Offers as a Supplement
Special offers, such as discounts or bonuses, are presented as supplementary strategies that enhance the primary offers without replacing or altering them. Leslie advises businesses to maintain a clear distinction between their core offerings and promotional activities to avoid confusion.
“Sometimes you may have discounts, sales, promos going on. These could be considered special offers for like, a limited time.”
— Leslie Presnall [10:15]
Recap and Importance of Clear Offers
Summarizing the Core Concepts
Leslie wraps up the discussion by reiterating the key points:
- Offer Definition: What you sell, including service, packaging, and pricing.
- Making an Offer: Actively presenting your offer to potential clients.
- Special Offers: Temporary promotions that complement your core offerings.
“Your offer is what you sell. It's your service, it's how it's packaged, it's what's included and how it's priced.”
— Leslie Presnall [11:05]
Impact on Business Success
Highlighting the critical role of clear offers, Leslie explains how a well-defined offer influences various aspects of a business, including marketing strategies, content creation, sales processes, and overall client acquisition.
“This one concept really does affect everything else. It affects your marketing, your content, your sales, how you show up online or in person...”
— Leslie Presnall [11:50]
Conclusion and Call to Action
Leslie concludes by emphasizing the importance of refining offers to enhance business clarity and client engagement. She invites listeners who feel their offers might be too complicated or unclear to seek further assistance through her LocalPreneur Academy.
“If your offers may be too complicated or unclear or you don't feel confident selling what you have... that's exactly what we work on inside the LocalPreneur Academy.”
— Leslie Presnall [12:20]
Listeners are encouraged to join the LocalPreneur Academy for personalized support in optimizing their offers and boosting their local business growth.
Notable Quotes
- “An offer is what you sell. It's your service and it's how you have packaged it up and structured it and priced it and what all you've included in it that is your offer.” — Leslie Presnall [03:15]
- “Offers are just things that you sell. It's what you offer your clients.” — Leslie Presnall [04:10]
- “Making an offer is simply telling people about what you're selling and inviting them to take the next step to book or buy.” — Leslie Presnall [09:00]
- “The term offer, the way I teach it, doesn't necessarily mean discount. You could think about it like, my services and the way I package them, package them, and price them are just my regular offers.” — Leslie Presnall [10:25]
- “Your offer is what you sell. It's your service, it's how it's packaged, it's what's included and how it's priced.” — Leslie Presnall [11:05]
- “This one concept really does affect everything else. It affects your marketing, your content, your sales, how you show up online or in person...” — Leslie Presnall [11:50]
Final Thoughts
"Offers 101: What You Actually Sell In Your Local Business" serves as an essential guide for local business owners seeking to demystify the concept of offers. By providing clear definitions, practical examples, and actionable strategies, Leslie Presnall equips entrepreneurs with the knowledge to refine their offerings, ultimately driving growth and fostering a steady stream of clients within their local markets.
For those interested in further refining their business offers and enhancing their local marketing strategies, joining the LocalPreneur Academy is recommended.