Are you keeping up with the times when it comes to your sales messaging?
Read on to learn the three telling signs that your sales messaging might be outdated:
This factor is so obvious yet, often overlooked. Are your company’s new products and service offerings fully present in your sales messaging? If not, it’s clear that your sales messaging is outdated. When this happens, we typically find that sales reps turn to their own devices for messaging. Most of us are creatures of habit, which is undoubtedly true of salespeople. Salespeople tend to sell what they know. So, if your messaging doesn’t reflect new products and service offerings, we can guarantee that penetration for these new offerings will fall short.
YOUR MESSAGING ASSUMES ONE SIZE FITS ALL.
In the past, resumes – a form of “sales messaging” for those seeking employment – were static instead of today’s carefully tailored documents. It used to be that people seeking employment would generally submit copies of the same master document to each potential employer in hopes of getting an interview and, eventually, a new job. That doesn’t fly anymore. Instead, modern-day job seekers mold and shape their resumes according to the specific role they’re seeking.
The same goes for sales messaging. Sales teams should be creating unique sales deliveries. Your approach is outdated if you’re not altering your sales messaging according to who you’re selling to, i.e., the industry, the role, the specific solution, etc.
YOU DON’T TAKE THE CUSTOMER’S BUYING PROCESS INTO ACCOUNT; YOU DON’T CONSIDER THE CUSTOMER’S BUYING PROCESS
In addition to customizable sales messaging, top-tier sales and marketing organizations align their messaging so that the customer is in their buying cycle.
Suppose you’re using the same messaging for those in the Awareness phase as those in the Evaluation phase… In that case, your sales team is probably doing a poor job of bringing unique insight and provocation to create new opportunities to the top of the funnel, or deals are getting stuck in the Close stage of your sales process. Such issues happen because you’re not clearly articulating why the customer needs to change the status quo. Instead, your sales team should be equipped with the messaging to add value to each phase of the customer’s buying process.
Do you have any ideas to spruce up outdated sales messaging? Leave us a comment. And For more news and insights on sales, visit the Kodiak Group blog.