One thing seems to be common among most sales organizations; it is difficult to have repeatable success without consistent sales messaging. Do these scenarios sound familiar?
"Too many of our sales calls seem to come down to price. If that’s all we’re judged on, we’ll probably lose the sale.”
Your customer is focusing on price because you aren’t defining the value of your solutions. Your sales reps should focus their conversations on uncovering customer needs, differentiating your value and tying that value directly to customer needs.
Messages without value don't close deals.
"When we get in front of a customer, I wish we could do a better job of really nailing how we’re better than our competition.”
To truly differentiate your offerings from the competition, your sales reps should be armed with sales consumable tools that help them speak clearly about your unique, comparative and holistic differentiators. Tie your sales messaging to the customer’s biggest business challenge. Your sales staff should spend time in front of customers creating value and engaging them in conversations based on a problem/solution framework.
If there’s no business problem, there’s no business.
“We’ve got this great new suite of service enhancements, but our customers don’t seem to be interested in hearing about them.”
If you spend time talking about features and functions that your prospect doesn’t need, then your customers will perceive your product as too expensive, or more than they need. Your sales team needs to understand and articulate exactly how your products and services help customers solve their specific business problems. Then make sure you back it up with real-life examples and customer testimonials.
Get Specific. Hit the nail on the head.
A repeatable messaging framework can help your sales team make their conversations with the customer more effective. A customized framework will arm your sales team with a consumable way to identify and solve customer problems, differentiate your solution and negotiate your value.
Learn why sales messaging is the cornerstone to an effective sales process.
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