When looking to drive sales growth, an area that is often not looked at enough is sales messaging. Not only is this an area where small changes can lead to big results, but neglecting this area can be detrimental to a business and sales performance.
What is Sales Messaging?
Sales messaging is what a sales person will say to a prospect during the early stages of the sales process while trying to generate a lead and build interest. This includes both oral and written messages to the prospect and includes everything from what is said over the phone, at networking events, in meetings, and also in emails.
The Overlooked Areas of Sales Messaging
A very understandable response to this point for a sales manager or business owner is that there is already a strong focus on sales messaging. And what this commonly looks like is training sales people on the products that they sell and what the products do.
What can often be missing are the questions to ask and what to talk about with the prospect before you are ready to discuss products and solutions. When doing sales prospecting and trying to secure sales growth from new clients and net new customers, it is often too early to jump right into product information on the first conversation.
3 Areas to Focus
There are three areas to focus on and include in your sales messaging that can help you to increase your sales growth while prospecting.
1. Value Offered
Does your sales messaging clearly communicate the value that your products and services offer? More often than not the messaging focuses on what the products and services do. But this does not communicate the value offered. Value is what your products and services help your customers to do or to achieve.
By simply being sure to include the elements of value that your products offer to your sales messaging, you will stand to improve your sales growth results.
2. Pain Points Resolved
Does your sales messaging focus on the pain your products help to resolve? One of the main motivators and areas of interest for your prospects will be to fix the areas where things aren’t working well.
By simply discussing these areas in what you say when talking with a prospect or when sending an email can greatly improve your ability to both get their attention and get a response.
3. Qualifying Questions
When we think about sales messaging, we can often think primarily about the points that we make to explain what we do and what we have to offer. What is often left out and in many ways more important are the questions that we should be asking the prospect.
Any time spent talking with prospects is extremely valuable. Not only do you want to get the most out of each interaction and asking questions to extract information will help with this, but you also want to qualify the prospect to make sure that it makes sense to even keep talking. Including qualifying questions in your messaging will help with both of these.
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