Formulating a Sales Messaging Framework
A good sales conversation starts with an effective sales messaging strategy. Having a convincing message and being able to reach your audience will yield more successful results. A good sales conversation is one that resonates with your customer’s needs and promotes the value of your products.
To avoid the risk of lagging sales, you must focus on formulating a consistent sales messaging framework. Consider these useful tips:
Outline Your Value Drivers
Customers rarely buy based on product features alone. More often than not, buyers need to be convinced that your product will fulfill a need in their lives. These are called value drivers or purchase motivators. A compelling sales message is one that clearly states the reasons a potential customer should respond positively to your pitch.
Remember, people do not buy products or services—they buy solutions that solve problems. Outline your product’s value by understanding the answers they give. For instance, people don’t go to McDonald’s because a cheeseburger attracts them. They order a cheeseburger as a means to satisfy their hunger or share a meal with a friend. Don’t sell burgers—sell a mouthwatering and enjoyable experience.
Highlight Your Differences
Taking our cheeseburger example, consider this: In a sea of fast-food chains that sell burgers, what makes yours stand out? These are called differentiators. Your sales message should state what makes your products or services unique and different from your competitors.
Understand Your Audience’s Pain Points
A good seller knows that it’s essential to understand their client’s problems and challenges. If you keep pitching features and functions without knowing the pain points behind them, you may lose the interest of your prospect. They may think that your product is either unappealing, too expensive, or more than they need. They could also feel like you don’t understand why they sought to inquire about your service in the first place.
Show Proof Points
An effective sales message includes proof that doing business with you will result in positive outcomes. Provide examples and show actual outcomes from your previous sales. Include in your emails, newsletters, or websites a list of past clients, online reviews, and testimonials. Make sure these proof points are in place for every sales pitch.
Be Consistent
Your sales messaging framework should show consistency across your company as a whole. Consistency makes the framework a repeatable process for every member of your sales team, enabling them to communicate value in every conversation they’re having with prospects. It is crucial that your entire organization is aligned and that your message is leveraged as a whole.
If you notice steady revenue drops in your company, it is time to review your sales messaging framework and apply these changes. But remember, your strategies are only as strong as your ability to put them in practice. If you need help with your company’s sales and marketing needs, contact us today and discuss your growing business with us!
*********
We understand it can be difficult to know where to start when building a framework for sales conversations, so we’ve developed a Sales Conversation “Cheat Sheet” you can download HERE.