Certain points should be clearly conveyed early-on in the marketing process to drive leads – like your awards, credentials, and overall brand messaging. The points addressed in your sales messaging framework, however, are uniquely created to drive action and must unfold throughout your deal’s life cycle.
While the stages of your sales process may vary from others’ depending on your product or service, as well as the complexity of your buyers’ needs, the following elements are universally important to sales messaging success.
Sales Messaging must present, answer, and persuade “why?”:
- Why does the prospective buyer have a need, challenge, or pain point?
- Why should the prospective buyer change what they’re doing presently?
- Why should the prospective buyer buy from you?
- Why are you the only or best provider to buy from in your space?
Some buyer problems are concrete and straightforward: This machine allows for the creation of the buyer’s product. To manufacture their product and stay in business, the buyer must buy the machine. Other products and services, however, are driven by choice: Is the status quo okay? Or, why would improving help us?
Software sometimes falls into this realm. The buyer’s business can perform its essential tasks, why should they invest in software to automate them? In this case the benefit is an intangible opportunity cost based on what they’re missing out on in terms of waste and time with a manual process, instead of streamlined automation.
Still, your sales messaging needs to define why they should change what they’re already doing? And why with you?
If your sales messaging framework can nail all the unique “whys” for your offerings and your buyers’ triggers and motivating factors – you’re 90% to the close.
No matter whether your buyer comes to you:
- With their “why” in hand: “I need a machine to do these things,” or
- Needs you to demonstrate their “why:” “Automation will save time and create opportunities for these important things,”
If you don’t have proof, your case – and your potential deal – will fall flat.
Data validates why you’re the best and/or why you’re the only solution for the buyer. Your sales messaging framework must showcase what you have done and provide stories, case studies, and facts about why you can do it again for this buyer to alleviate their pain and challenges.
Good sales messaging is adaptable. Your sales team should be able to easily draw from the framework based on the buyer role/persona they are selling to and based on the unique buyer’s “whys.”
A single product or solution may solve many kinds of buyers’ problems. Arm your sales team with a “deck” or other tools outlining each one and how what they’re selling uniquely applies. Additionally, a successful sales messaging framework should include language and messaging tailored to each relevant role/persona within your target’s organization. While the manager-level stakeholder may be most interested in the time your solution will save their team. The c-level stakeholder may be more convinced based on ways you will help them gain competitive advantage or grow revenue.
Ultimately, you should strive for a standard framework that can be adapted to each kind of buyer and buyer problem you face. This will help your internal team understand what “good” looks like and what to apply to each circumstance; and it will help promote engagement and action from the people you’re selling to.
#4. Test & Refine
If you want your sales messaging framework to move the needle for your acquisition goals, it needs to be implemented, tested, revised/refined, and optimized on an ongoing basis. Your industry and those of your buyers will shift and evolve. “Whys” will change, too, over time. You may try certain data and proofs and find they are more compelling than others.
It’s critical that you have tracking and measurement in place, a clear path to identify weak and strong messaging, and a means to consistently disseminate learnings and updates across your sales organization. Taking a responsive and proactive approach to perfecting and evolving sales messaging will drive bigger outcomes and prevent you losing winnable deals.