Your offer is obviously important, but one thing people tend to forget in terms of selling it is simply allowing the prospect to be sold on the offer rather than selling the offer.
Few people will understand this, and this is why only few will succeed in business.
One thing we focused on in our coaching offer specifically was making sure that we actually had clients agreeing to our offer rather than spending so much time trying to convince them.
Let THEM come to YOU, not the other way around. The way you operate with the clients is directly responsible for whether or not they will want to work with you.