Consistent messaging clarifies marketing messages and elevates sales conversations. If you have a framework that tells you what to say and how to say it, you’re going to be more successful when you speak to your customer.
Every company wants consistent messaging. The challenge lies in creating and implementing it. A key part to making a messaging framework successful is bringing departments together to hammer out how the people in your company are talking about your products.
Bringing executives together makes them all equal stakeholders in the outcomes and that makes alignment a lot easier. As the players become emotionally invested, the environment becomes conducive to alignment and improved sales performance is guaranteed. If everyone is speaking the same language, you’ve set your organization up for positive change. Here are three areas where you’ll see results:
1. Higher Revenue and Margins:
Value-focused conversations with customers and prospects avoids margin-consuming discounting and creates greater opportunities for cross-selling and up-selling. Average deal sizes increase; sales cycles get shorter and win rates improve. Marketing, aligned with sales, delivers messages and materials that show differentiation resulting in sales-ready leads.
2. Positive Customer Experience:
Buyers understand why your solutions are worth their investment. Demonstrating a true understanding of customers’ problems increases credibility, provides a proven track record and minimizes risk. Customers acknowledge, “You do what you promise, and I know what to expect from you.” Loyal customers will be the result.
3. Recruitment and Retention of a More Effective Sales Force:
Demonstrating energetic alignment between sales and marketing shows that your organization is seriously invested in long-term success. Top sales professionals, who know your team will deliver quality leads and provide appropriate sales support, will put you at the top of their short list.
