Program Overview
Sales and marketing teams need more than a strong product to compete. They need a clear, compelling message that resonates with buyers and differentiates from the competition. Richardson’s Solution Messaging Training provides a repeatable and practical methodology for creating and delivering messages that emphasize how solutions address customer problems and create measurable business value. The program helps organizations shift from product- and feature-centric messaging to solution-centric messaging, equip sellers with content that makes customer conversations more impactful, enable marketers to launch and position products more effectively, and align sales and marketing to deliver a unified, customer-focused message.
For Who
Sales Professionals
Marketers
Format
Virtual instructor-led
Blended Learning
Digital Learning
Instructor-led
Duration
2-Day ILT Workshop; Four 4-hour VILT Workshops; Pre and Post Digital Learning
What is Solution Messaging Training
Richardson’s Solution Messaging Training equips sales and marketing teams with a proven, repeatable methodology for creating solution-focused messages that resonate with customers. Instead of relying on product features, participants learn to clearly articulate the unique value of solutions, link them to customer challenges, and differentiate from competitors. The program covers a six-step methodology, including building Solution Messaging Cards, developing Pain Chains, and crafting Results Stories that bring proof of value to life. By aligning sales and marketing around a shared message framework, organizations improve product launches, accelerate buying decisions, and increase win rates. Training is available in live, virtual, or blended formats, with sustainment through Richardson’s Accelerate Sales Performance System.
Why Solution Messaging Matters
Too often, customers face value invisibility — they don’t fully understand what differentiates an offering or how it solves their challenges. This leads to stalled deals, lost opportunities, or decisions to stay with the status quo.
Solution Messaging addresses this challenge by:
- Clarifying the unique value and differentiation of solutions.
- Articulating proof of value with evidence, data, and results.
- Helping sales professionals communicate solutions in a way that motivates buyers to act.
- Enabling marketing teams to deliver campaigns that resonate with decision-makers.
Solution Messaging Program Framework
The training follows a structured, six-step methodology for building differentiated solution messages:
- Determine Value & Uniqueness: Identify what sets your solution apart.
- Define Key Players & Their Pains: Understand the personas and their critical business issues.
- Prioritize High-Priority Pains: Focus messaging where it creates the most impact.
- Produce Solution Messaging Cards: Create concise, repeatable formats for sales and marketing.
- Develop Situational Fluency Tools: Equip sellers with prompters, pain chains, and conversation guides.
- Leverage Results Stories: Use proof points and customer examples to stimulate buyer interest.
Program Learning Objectives
Participants in the Solution Messaging training program will learn to:
- Generate differentiated, solution-focused messaging that resonates throughout the buyer’s journey.
- Align marketing messages with how buyers actually buy.
- Identify and communicate strong, defensible differentiators.
- Develop solution-centric content for both sales conversations and marketing campaigns.
- Enable sellers to demonstrate situational fluency in conversations with targeted buyers.
Expected Business Impact
Organizations that adopt Solution Messaging see measurable impact, including:
- Higher sales across a broader set of offerings.
- Increased win rates by reducing losses to inaction or status quo.
- More successful new product launches.
- Faster buying decisions with clear, differentiated value articulation.
- More efficient use of sales and marketing resources.
- Higher margins by positioning value instead of competing on price.
Connection to Richardson’s Portfolio
Solution Messaging integrates with Richardson’s broader portfolio by equipping marketing and sales teams with the messages that fuel other training programs like Consultative Selling and Consultative Prospecting.
It also connects to the Accelerate Sales Performance System, where digital sustainment tools reinforce skills and ensure adoption across teams.
FAQ: Solution Messaging Training
Q. What is Richardson’s Solution Messaging Training?
A. It’s a program that teaches a repeatable methodology for creating solution-focused sales and marketing messages that clearly show how offerings solve customer problems and create business value.
Q. Why is Solution Messaging important?
A. Most organizations struggle with “value invisibility” — customers don’t fully see what makes a solution unique. Solution Messaging ensures teams articulate differentiation, proof of value, and clear reasons to act, helping reduce losses to competitors or the status quo.
Q. Who should attend this training?
A. Product marketing managers, marketing executives, industry marketing teams, sales enablement leaders, and sales professionals who need stronger solution-centric messaging for customer conversations.
Q. What tools are developed during training?
Participants create Solution Messaging Cards, Pain Chains, Conversation Prompters, and Results Stories. These tools provide sales and marketing with clear, consistent ways to position value.
Q. What business outcomes can organizations expect?
A. Organizations achieve higher win rates, more successful product launches, faster buying decisions, better alignment between sales and marketing, and improved profit margins.
Q. How is the training delivered?
A. Solution Messaging is available as blended learning (live or virtual workshops plus digital reinforcement), fully virtual instructor-led sessions, or in-person workshops
