Why a Sales Messaging Initiative Will Help You Accelerate Growth

When you are trying to accelerate growth in your sales organization, every component of your sales team and process needs to be maximized for effectiveness. Meeting aggressive revenue goals demands a focus on sales talent, sales planning, sales execution and sales messaging. Time and time again, we’ve seen organizations struggle with which area to tackle first. Indeed, it can be a bit overwhelming. Our customers that have been most successful typically start with aligning their company on the value they provide their customers and what makes them better and different than the competition.

Here’s why a sales messaging initiative lays the foundation for your organization to accelerate growth.

An effective sales messaging initiative ensures your salespeople are equipped to execute where it matters most – in front of the customer. Your entire company needs to be aligned on the problems you solve and how you solve them different and or better than the competition. The impact of not having your sales message nailed affects every component of that sales process – the buyer, the sales teams and the overall revenue goals of your company.

Consider these statistics:

• Forrester research says 20% of sales calls add value.
• 71% of sales leaders told SiriusDecisions that their reps lack the ability to connect solutions to business issues
• Last year only 55% of salespeople actually made quota according to CSO Insights

What do all of these statistics reveal? We need to do a better job equipping our salespeople to articulate value and differentiation to the customer. That’s why a sales messaging initiative lays the foundation for accelerating growth.

It drives effectiveness where it matters the most – at the point of sale with the customer. That’s where the rubber meets the road.  You can have a great sales plan, highly capable salespeople, and a great product, but if your customer-facing teams can’t execute, none of it matters.

Companies will spend millions of dollars creating ROIs and value propositions, but what good are they if your sales organization can’t articulate them in front of the buyer?

• If your sales reps can’t find the need – they can’t demonstrate the value.
• If there is no solution that maps to a need, it has no value
• Both must exist to create a compelling value proposition or ROI

If your sales reps aren’t equipped to build this value, growth is a pipedream. Your sales reps need to draw out and understand that customer need and applying the value of your solutions to it.

Can your reps articulate how you create value for customers and how you do it differently than the competition?

Can they answer these essential questions?

1. What problems do you solve?
2. How do you specifically solve those problems?
3. How do you do it differently and/or better than the competition?
4. What’s your proof?

This isn’t a marketing and branding initiative. This is a company-wide endeavor to ensure that your salespeople are equipped to be successful at the buyer level. This is when all that work of marketing, product, services, etc., comes to fruition in front of the customer

Getting your value message right helps you increase your average deal size, get  more reps attaining quota –and it helps with your customer churn because you are creating and capturing value along that customer engagement process.

An effective sales messaging initiative lays the foundation for the organization to be successful. It’s almost impossible to achieve your growth goals without it.