What's the difference between a 'Product' and an 'Offer'?

This distinction is critical to understand in order to deliver the right message to your client. The actual product (or service) you deliver is only one part of an offer. The entire offer includes intangibles such as your delivery method, how it’s packaged, the training, the level of risk, your company image, installation, the ease of consumption and so forth.

The offer, then, is your promise. What is your company actually promising the prospect in order for them to be fully satisfied? Is everyone in your organization keenly aware of the each offer element? Are your sales/customer service reps all delivering a consistent and accurate message about your offer? If not, your offer is morphed with each rep and each sale and it will be impossible for your organization to consistently deliver on its promise to the customer.