Categories: Sales Messaging
Stop for a minute and think about the departments and the sheer number of people that communicate with your prospects and customers throughout the sales engagement process. If you are selling a complex solution, these buyers may interface with dozens of your people and perhaps hundreds of messages throughout the process. It is up to your organization to ensure that those buyers receive consistency in that message.
We write a lot about what needs to be part of that message - your value, your differentiation, the business outcomes you're able to achieve, etc. ... but the underlying value you get from applying Command of the Message to your entire organization is consistency in those components.
Sales organizations often struggle to create a framework that is actually used not only by the reps, but by managers, customer success, marketing, product and all other customer-facing departments. A Value Framework is the tool that can provide this consistency. We believe that an organization will simply fail to thrive in a competitive environment without this consistency and focus on their buyer message.
When you align your organization around the same messaging framework, it is easily adapted to all components of the customer engagement process. We’ve trained services, marketing, ADRs, and SDRs around the globe because our engagement approach aligns the entire company on the process, mindset, tools and content we roll out in our trainings. Command of the Message applies to these organizations because all of the people within them need to have the same message with a customer.
At your company, how many times has something been promised in the sales process, but not executed? Perhaps, your services or customer success team didn't know that this facet of the project was promised, or it never should have been mentioned because there was no way they could deliver on it. Or, how many times has a prospect seen something on social or on your website and misunderstood the offer or the value they would receive from doing business with your organization? These challenges all come down to an inconsistent message. With a framework that helps command their message, you have a consistent buyer-focused conversation.
How Does Command of the Message Help Marketing?
It ensures return on marketing's hard work and their investments in campaigns, tactics and compelling content. Because those assets are aligned with what the sales team is saying on calls and in presentations, they're used more and are ultimately, more valuable to the consumer.
How Does it Help Services and Customer Success?
The framework ensures that the sales reps are capturing how the customer will measure success throughout the engagement. Defining these metrics in advance helps these departments ensure that they can deliver on the value promised in the sales cycle.
How Does it Help Inside Sales?
There's no better way to get someone's attention than to have a crisp and compelling message on the value you provide and what makes your solution different than others in the market. At the same time, inside sales reps need a simple tool that helps them to deal with objections, ask the right questions and be audible-ready to deliver their message in seconds. When you have alignment across the organization on the content behind that conversation, a BDR's job becomes much easier.
Command of the Message content is customized to your organization and developed specifically with your buyers in mind. This outside-in concentration ensures that it has cross-functional value, ensuring that anyone engaging with those buyers will be able to execute a value-based message.
