Changing your organization’s approach to sales messaging can increase margins, improve revenue and create true sales transformation. Here are five ways developing a framework around your sales messaging will help your organization drive sustainable results:
1. Sell Value Rather than Product Features:
When you have the right sales messaging, your sales reps become audible-ready. They’re able to articulate value over product features in a way that resonates with a customer’s problems and business objectives. When a sales team does this consistently, the organization sees more revenue per sales rep and stronger relationships with customers.
2. Gain Valuable Customer Information Using Effective Discovery Questions:
When sellers ask great discovery questions, they prompt prospects to verbalize their pain in a way that gives sellers an opportunity to articulate the value of their solution. Also, when sellers ask great discovery questions, they automatically have better knowledge about their customer. Therefore, they’re able to better qualify opportunities.
3. Ability to Articulate Differentiation:
With the right messaging tools, sellers can truly differentiate their solution from competitors. An effective sales messaging framework gives your sales reps defensible differentiators that describe how your products, services and your company are different from or better than the competition. The win-rate of your sales team improves when they can effectively differentiate your solution in the marketplace.
4. Create a Process behind Sales Messaging:
An effective sales messaging methodology provides a defined rhythm that helps sellers move prospects through the sales process. The process also helps create a bank of proof points that provide tangible results to support your value drivers and differentiation. When you can show success metrics to potential customers, you increase the likelihood they’ll want to do business with you.
5. Make New Hires More Effective in a Shorter Amount of Time:
When you have a repeatable framework that drives your sales messaging, you have a consumable tool that sellers can leverage in their “three-foot” conversations with customers. Since it's repeatable and sales consumable, you’ll see a quicker time to productivity with your new hires.
Our Command of the Message® methodology has helped drive results for customers in a variety of industries. Our client athenahealth has seen the results first-hand. The company gave us reasons why our sales messaging methodology worked for the organization.
