Wait... What the Hell IS an Offer?
You think it's just the proposal. A PDF with a price. Maybe your pitch...but that's not what's killing your deals.
Let's start with the answer.
Your offer is how your product is packaged for sale: pain to outcome, scope, price, terms, guarantee.
Restaurants don't close you with the menu. They close you before you walk in—the smell from the street, the reviews you read, the friend who said "you have to try this place."
By the time you sit down, you've already decided to spend money.
Now imagine that same restaurant demands a 12-course tasting menu, $500 upfront, 3-hour commitment—before you've tasted a single bite.
Full product complexity. Full price. Full commitment. Before they've seen a single result. Buyer's brain screams: too much risk.
A Gravity Offer™ flips that.
You give them one bite first. The one that makes them say "I need more of this."
Then you expand.
Now that you know what an offer is... here's how you're probably breaking yours.
How You're Probably Screwing This Up
Every client is 'unique.'
(that's why you can't scale)
Our sales team doesn't get what we sell.
(because your offer doesn't make it obvious)
Buyers don't understand our value.
(they understand—they just don't care)
Why narrowing down—we'd be leaving money on the table.
(the table is empty, my friend)
We can sell a lot of products. Why limit ourselves?
(and now nobody knows what you actually do)
And then you wonder why:
LEADS VANISH AFTER PITCHING
Deals drag for months
You lose to cheaper, dumber competitors
Ops is a fire drill
Margins vanish
That's not a sales problem. Not a marketing problem. Not an ops problem.It's an offer problem wearing a sales problem's clothes.And you've been treating the symptom, not the cause.
Your Offer Is the Hinge. Break It, and Both Pipelines Collapse.
IS IT YOUR BUSINESS BOTTLENECK?
Pipeline 1: GET THE MONEY
Pipeline 2: KEEP THE MONEY
Every deal that stalls? Offer problem.
Every delivery that goes sideways? Offer problem.
Every margin that evaporates? Offer Problem.
"This isn't theory. This is a real case from my time leading market expansion in the USA for Plain Concepts. Same product. Same market. Same team. The only thing we changed? The offer."
— Jose M Bermejo
Before / After: Real Results
B2B Data Platform on Azure, $100K ACV
What They Sold
"Enterprise data platform with real-time analytics, and automated pipeline building in Azure-native architecture"
Entry Point
$100K/year, 12-month contract, 3-6 month implementation
Buyer's Brain
"$100K commitment before I know if this works? 6 months before I see value? Too risky. Let me think about it."
What They Sold
"We unify your data in 4 weeks. You'll save 1 FTE RevOps with safer Microsoft Cloud data storage"
Front Offer — $20K
- → Real PoC. Real users. Real data.
- → ONE use case: margin visibility on top 50 SKUs
- → 4 weeks to live dashboard
- → Guarantee: If your team isn't using it daily by week 5, full refund.
Expansion Offer — $80K
- → Full platform rollout
- → The $20K counts toward contract (first payment, not a pilot)
- → Unlocks after they've seen it work with real users
Buyer's Brain
"$20K to prove it works with my actual team? And it counts toward the full deal? That's not a risk—that's a test drive."
FIRST NEW LOGO IN 5 YEARS.
The product didn't change. The market didn't change. The offer did.
Now that you see the problem, here's the fix.
The Gravity Offer™ Formula
A Gravity Offer™ does one thing: makes buying feel safer than not buying. Here's how you build one.
The Door Opener
Goal
Land the account
Focus
ONE pain. One use case. The urgent one.
Barrier
Low. Feels like a no-brainer.
Risk
On you, not them.
The Value Capture
Goal
Capture full value
Focus
Full workflow transformation.
Barrier
Earned. They already trust you.
Risk
They've seen results. Risk is near zero.
The Recipe: 4 Steps to Build Your Gravity Offer
Find the hair-on-fire pain
Not the 'nice to have'—the one costing them money TODAY
Isolate one use case
The fastest path to proving you work
Engineer a low-risk entry
Pricing, guarantee, scope that makes YES obvious
Design the expansion path
Where the real ACV lives—AFTER they trust you
Your Gravity Offer™ makes buying feel SAFER than not buying.
Start selling the smallest proof that unlocks revenue faster.
This Isn't Just Our Opinion.
It's How Buyers' Brains Actually Work.
Kahneman & Tversky, 1979
Losses feel 2x more powerful than gains.
Your buyer isn't calculating upside—they're calculating risk.
Warren Schirtzinger's Low-Risk Recipe™ (w/ Jose M Bermejo)
Purchase decision speed is governed by perceived risk.
Not features. Not price. Just risk.
A Gravity Offer™ reduces perceived risk to near zero.
That's the gravitational pull. That's why buyers can't say no.
Your Pipeline Is Leaking. You Now Know Why.
The Fix Takes 8 Weeks.
We'll find new revenue. With your same product, same team and same prospects. Just a different offer.
"I've seen CEOs burn millions on ads, funnels, and hires that didn't work. The root cause was never the people or the tactics. It was the offer. Fix that, and everything else falls into place."
— Jose M Bermejo, Founder
15+ years building business growth. IESE MBA. Harvard & MIT certified.
One Fix. Three Wins.
You've been optimizing the wrong things. Ads. Funnels. Hires. Scripts. None of it matters if the offer is broken.
Closes Faster
No friction, no "let me think about it"
Delivers Cleaner
Scope locked, no surprises
Scales Without Bodies
Same playbook, every deal
Revenue. Margins. EBITDA. One fix.
Where's Your Leak? Here's Your Plug.
Every leak has a plug. Here's what we build for you (ONCE WE NAIL YOUR OFFER)
First 30 seconds—you already lost them
The MEMORABLE SALES DECK
A pitch that makes them lean in, not tune out.
You're talking features, they're thinking 'so what?'
The Discovery QUESTIONS
Questions that uncover real pain—and make you the obvious fix.
'Let me think about it' = never hearing from them again
The Objection Handling Bible
Every 'no' mapped to a response that flips it to 'yes.'
Your proposal removes zero reasons to say no
The Killer Proposal Template
A proposal so tight, signing feels like the only logical move.
No guarantee = all the risk on the buyer
The 'Risk-Reversal' Guarantee
A guarantee that makes saying 'yes' feel safer than saying 'no.'
Every deal is custom = scaling means cloning yourself
The Math Model (Unit Economics)
Pricing and packaging that scales without adding headcount.
Now You Know WHAT AN OFFER IS
It's the packaging of your value that makes "yes" feel obvious to the buyer—and "delivered" feel obvious to your team.
Not your product. Not your pitch. Not your price. The package. And if yours is broken, everything downstream breaks with it.
Your offer is what converts or kills your pipeline.
Everything else? Symptom.