Sales messaging is vital to the success of your sales force, so why isn’t yours working? Let’s take a look at five of the biggest problems with ineffectual sales messaging, and why they are destroying your numbers.
1) It’s not authentic and doesn’t speak to the audience.
Too often, sales messaging is overly complex and wordy. Content becomes too technical. . Sales people speak very differently — and more effectively — than what is on the slide. So your sales messaging should play to the reps’ strengths. Even educated and highly professional people may often talk in more conversational tones and vocabularies. So, too, should your sales messaging. State your value in easy-to-understand terms.
Don’t say, “Our team of experts has created and delivers the best product that helps differentiate you in a highly competitive global marketplace,” when you can say “Our product does what no other product can do by (insert a very clear value point).”
Vocabularies don’t make sales — messaging does.
2) It’s not current.
How old is your sales messaging? When you add new product lines or make a competitive shift in your industry, do you rewrite your entire message or just tweak a few words? Your messaging should be updated regularly because even if your product hasn’t changed, the marketplace and audience has.
3) Your sales force isn’t using it.
This is a result of the first two points. Your sales team is paid to make sales, not to recite your message, and if your message isn’t effective, then sales probably isn’t using it. Talk to your sales team; listen in to their calls. Just because they may not be parroting the sales message doesn’t mean the problem necessarily lies with them. Instead, they may have found something that works better than what you are training them to use.
4) Your urgency is wrong.
Are you pushing people for decisions too quickly or even too slowly? At what point in the customer buying process are you equipping the sales team to enter and lead? If the customer is still unsure they have a problem and haven’t begun to evaluate the options that exist yet, the last thing the sales person needs to do is pitch product feature/function. That is wrong the rep is asking the customer to buy something they don’t think they need yet. Understanding where the customer is in their buying cycle is critical. Equipping sales to not only recognize where they are in the buying Process but how to lead effective conversations that uncover need, uncover the cost of not solving them, and telling stories of how your company has solved similar problems is critical.
5) It doesn’t tell real stories that contain results
Don’t get caught making promises — show them results. Buzzwords and grand plans are exciting, but they aren’t good at moving leads through your pipeline. You sales messaging should include specifics, not generalities. They should include real stories, with real people, who experienced dramatic results based on implementing your solution.
Want more? Receive an assessment from Kodiak Group on your Sales Messaging Effectiveness on our website.