Improve Your Messaging

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This dramatic gap calls for increased marketing and sales cooperation. But, how can you make this happen?

75^%

of marketing content is not used by salespeople

32^%

of salespeople’s time is spent searching for or creating content

Improve Your Messaging

Create conversational fluency throughout the buying journey

Get access to decision makers and articulate value messages that resonate with their specific challenges to win more deals

Help your salespeople gain access to executive buyers early in their decision process and work in a consultative manner with those buyers to shape a vision of a solution

Understanding buyers’ roles, market and end customer challenges will create conversational fluency throughout the buying journey and provide a winning advantage

Are your salespeople talking brochures?

Message Packaging

Drive action and conversions with insights-driven content, before and after a sales rep enters the picture.

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If your commercial team needs to communicate value, messaging needs to be different than product-focused

Help reps to engage in a differentiated way with deep buyer empathy

If you equip salespeople solely with product-focused training executives will come away with negative perceptions of those sellers, and your company

Build messaging kits that cover “when to say what to whom” in order to have engaging conversations and raise the value of your offering early in the sales cycle

Communicate with executives in a manner that creates a perception of high value

Build Distinct Messaging

Acquiring new customers and developing new accounts require a distinct messaging and customer conversation approach.

There are 3 answers that every sales rep needs to know: why change, why choose us and why stay with us.

Why change and Why us messages will resonate with prospects. Why Stay will foster customer loyalty.

Internally focused messages answer the “why choose us?” question for prospects. But in doing so, they miss a critical first step which is the “why should I change?” This is the key question that prospects need to answer in order to break the Status Quo and initiate their buying journey.

Create a Buying Vision Early in the Process

Most sales pitches are too product focused, leading sellers to act as talking brochures

Train your commercial team with insights-driven content.

Dump your sales process. Focus on the buying cycle

Instead of talking about you and why you are better, create a buying vision that aligns to your distinct strengths.

Raise the Value of Your Offering

Help your salespeople gain access to executive buyers early in their decision process and work in a consultative manner with those buyers to shape a vision of a solution.

Build messaging kits that cover “what to say to whom and when” in order to have engaging conversations and raise the value of your offering in the early sales stages

Train your commercial force with insights-driven content.

Enable them to practice in role plays, share best pitches through videos, practice peer learning and get constructive feedforward from the customer perspective

Avoid Losing Against “no decision”

Staying the same is safe and comfortable, while change is associated with threat and risk.

With many deals in the pipeline lost to “no decision” rather than competition, your real threat is the status quo, i.e. buyers preferring doing nothing (staying the same) instead of changing.

To break through Status Quo Bias and get prospects to change their current situation, you need to speak to your buyer’s current situation and why it is putting their business at risk.

Breaking the Status Quo requires the ability to tell a story that makes a compelling case for why they should change, and why they should change now.

Sales conversations are increasingly more complex.

Equip your field people with sales enablement technology and micro learning tools.