It’s tough to charge a premium for the service or product you’re selling, if you don’t align it to the needs of your buyer. A strong sales messaging strategy is built on a sales team that clearly understands how to articulate value and differentiation in a way that has meaning to the buyer.
If your organization is plagued with low average deal size and long sales cycles, you likely need a stronger sales messaging strategy.
Here are some key action steps your team can take to develop a stronger sales messaging strategy.
Dig Deep on the Business Problem
Remember, each buyer has specific business objectives and positive business outcomes. To prepare the most impactful sales message, you need to fully understand the impact of the problem you’re trying to solve. Here are some key questions your front-line managers can use to verify if the rep has truly uncovered enough pain to suggest a solution:
- What is the compelling event? What is the business impact if they don’t take action or take the wrong action?
- What are the business problems the customer is trying to solve? What is the impact to both the individuals and the business?
- How have you calculated the negative consequences? Do you have customer agreement on the quantifiable impact?
- Who benefits from the customer buying your solution?
- Who are the people that are most impacted by the Positive Business Outcomes? Are they involved in the sales process? Are they compelling enough for the buyer to take action?
Outline Benefits and Points of Differentiation
A list of features doesn’t sell a product. Buyers really need to see and hear how a solution deeply addresses a problem that improves the bottom line and what makes it different from competitors’ solutions. Arming your reps with the ability to articulate differentiation in a way that relates to buyers’ needs is a critical component to an effective messaging strategy.
Ask five of your reps what makes you different from your biggest competitor. If you get five different answers, you need a strategy that creates clarity around your differentiation. The more familiar your salespeople are with your solution’s comparative differentiation, the easier it is sell on value, charge a premium and avoid discounting at the close.
Ditch the Early Demos
If you sell software or a SaaS platform, demos can be a crutch for your salespeople. The buyer no doubt wants to see what your solution can do. However, if you do demos too early, you run the risk of showing more than the buyer wants or missing key components that will drive action for the particular prospect. (Listen to this podcast to hear a story about how demos can hurt a salesperson’s ability to move a deal forward quickly.)
Demos can absolutely help you move a deal forward, but only if you’re able to align the demo with the customer’s needs and business pain.
Develop a Framework to Drive Consistency
Taking the time to develop a sales messaging framework can drive consistency across your sales organization. When your reps are aligned on the value and differentiation of your solution, they’re enabled to drive high-level sales conversations. The framework gives your reps an easy tool to leverage no matter the customer conversation. It drives consistency because everyone is using the same tool with the customer.