How Sales Messaging & Qualification Work Together to Drive Scalable Growth
At any company life cycle stage, there are challenges that come with driving scalable growth. Defining where the biggest gaps or opportunities lie within a sales process is one complication sales leaders, their executive teams, and even their investment firms often struggle with.
Determining which sales initiative will drive the most impactful results takes careful consideration.
Depending on your organization's current challenges a sales qualification and/or messaging transformation can improve your sales teams’ ability to increase average deal size and win rates consistently. The truth is one initiative complements the other, and the true power of each is when they’re executed together. However, we’ve worked to break down the positive business outcomes of each initiative below, helping you determine which sales transformation will better enable your organization to drive consistent revenue growth.
Why Sales Messaging:
Organizations with the following challenges can benefit from a new sales messaging strategy, ensuring reps are able to create and capture value in every sales conversation:
- Unable to repeatedly gain access to key decision makers
- Sales reps are constantly being delegated down to someone they sound like (lower in the organization)
- Sales reps are too focused on selling features and functions instead of aligning solutions to the buyer’s biggest problem
- Sales reps are consistently unable to determine the buyer’s biggest problems
- Sales teams are consistently performing with low win rates and incurring too much discounting
When established and implemented correctly, value-based sales messaging can solve these problems for an entire sales organization. Creating buyer-focused messaging and tools can enable sales reps to speak in the terms of solving business problems for their buyer. Having a value-based messaging framework allows sales reps to structure their conversation in a way that focuses on value.
During discovery, a custom messaging framework should enable reps to uncover a buyer’s biggest problems and align the differentiation of a possible solution with what’s important to that buyer.
Through a sales messaging initiative, organizations create sales messaging frameworks and resources that enable their sales teams to create high-value opportunities and move them into the pipeline. But, in order to efficiently qualify, progress and close these opportunities, sales reps will need effective sales qualification tools and coaching to help them keep value in the final deal at close.
Why Sales Qualification:
Sales qualification tools like MEDDICC help organizations solve the following challenges:
- Sales reps spend too much time in deals that they don’t belong in and aren’t going to happen
- Managers and reps are unsure when to walk away from opportunities, leaving deals to draw out too long before losing to competition (or do nothing, do it internally)
- Sales teams spend too much time trying to establish accurate forecasts and not enough time spent on uncovering new opportunities and building pipeline
- Low win rates and margins because of too much discounting
- Managers and sales reps are unsure on how to effectively dissect and analyze current pipeline opportunities to determine what's needed to move forward at a high-value
- Insufficient ways to test the strength of deals
For MEDDICC to successfully enable sales organizations to get as close as they can to 100% forecast accuracy and maintain a healthy pipeline, managers and sales leaders need to instill consistent use of the custom qualification criteria.
Consistency in sales process and qualification language is critical to getting everyone on the same page on where any particular deal lies. When account leaders are saying one thing, the sales team is saying another and leadership has a third language — no one is truly clear on where any deal truly is in the sales process. This miscommunication results in a never-ending cycle of wasting time on the forecast and inaccurately predicting revenue.
Customizing MEDDICC to your sales organization enables it to establish the consistency needed to provide a clear view of the pipeline at any given time. From there, managers and sales leaders play the largest role in ensuring that this consistency is ingrained into the organization and maintained by sales teams, new hires, and organizational leaders.
Through on-going training, customized tools, and manager deal coaching, sales organizations can build consistency around their qualification criteria and sales reps use the criteria to qualify opportunities better and focus all of their time on the highest-value opportunities.
How MEDDICC & value-based sales messaging work together to secure high-value deals consistently:
Elite sales organizations use buyer-focused value messaging to create opportunities and instill value in them throughout the entire qualification process.
Once deals are in the pipeline, sales teams use MEDDICC as a qualification overlay to identify new (and important) buyer decision criteria, drive consistent discovery and qualify in the highest value opportunities. With MEDDICC, sales teams can constantly evaluate where they are in the deal, fill in gaps, maneuver multiple decision makers and test champions in a way that drives accurate revenue forecasts and improves sales leader confidence in the pipeline.
As qualification begins to identify gaps in deals, sales reps can use value-based messaging to fill them and stay audible-ready for new buyer concerns. We define ‘audible-ready’ as being ready to respond and adapt, based on what the customer communicates about their genuine business needs. This ability can be crucial to moving a deal forward at a high-value, especially when new decision makers are introduced and negotiations begin.
Revenue-driving sales teams and organizations understand that negotiations are a process, not a single event. If sales reps have aligned value to their solutions and performed the necessary high-value qualification opportunities, they’ll have an edge during the qualification process because they’ve already gotten buyers to see the benefit of working together. When buyer’s try to narrow negotiation conversations down to price, sales reps can be audible-ready to easily defend the spend for their solution by mentioning value-based required capabilities and outcomes they aligned with throughout the entire sales process.
They’ll successfully charge a premium, and they’ll have a repeatable process they can use to perform similar sales activities in their other deals. Soon, sales teams will be earning more revenue per rep, and increasing their average deal size. All because they are now able to instill value early and often throughout their sales qualifications process.
Make Revenue-Driving Changes & Make Sure They Stick.
The ROI value your organization will receive from moving forward with a sales initiative will directly relate into how well it was implemented into your organization. The best solutions draft into your sales process and support your reps ability to execute in every conversation. Find a partner that will not only help you move forward, but help you drive the consistent and repeatable outcomes you need to scale revenue growth across your organization.