IMPORTANT OR EMOTIONAL: The 1st Test of a Winning Sales Message - 1 of 3
With the end of the year looming out in front of us all, there is still a lot of time to be successful with B2B sales. But not just ANY activity will move the needle. Many businesses pour millions of dollars into the sales process, but they overlook the most basic principle that will get them more sales: A winning sales message. For the next few weeks, I’ll be covering the DNA of a winning sales message.
There are three common mistakes sales and marketing teams make in promoting their product, especially when the solution is a complex one... leading to confused customers, long sales cycles and demands for discounts because their buyer doesn’t see or understand the unique value of their product or solution. The three tests of a winning sales message directly addresses these common mistakes, which we’ll be diving into this month.
MISTAKE #1: Too Much “Us” – The most common mistake I see in sales and marketing messages is too much information, and that “information” is all about the product. This is a foreign language to the buyer, and it requires them to do all the thinking work to determine if and why they need that product. (I’ll go into the solution more on my webinar and Q&A this Thursday…be sure to sign up and join me live!
https://arrowhead3.zoom.us/webinar/register/WN_oYniFX1YSJiXowV29jV5ig)
MISTAKE #2: Not Differentiated – This common mistake has sales and marketing folks from one company using the same words and phrases as their competitors, in some cases even helping to sell their competitor’s offering.
MISTAKE #3: Lacks Credibility – This is becoming more commonplace with the growth of social media. Claims are made without trusted testimonials, real-world demonstrations or a simple description that makes a complex solution understandable.
It’s amazing the returns from following the three tests when crafting a sales message and getting everyone on your team aligned to it. Your buyer understands your solution’s unique value; your message becomes viral and is easily repeated by your buyer to other stakeholders; your sales cycle shrinks when your buyer doesn’t have to think so hard about your product, and they can get to “yes” faster, and your buyer is less likely to demand a discount.
So, join me this Thursday at 9am MT / 10am CT / 11am ET for a live webinar + Q&A as we discuss the first test of your winning sales message.
Kevan Kjar, Creator of the Story War Academy
https://arrowhead3.zoom.us/webinar/register/WN_oYniFX1YSJiXowV29jV5ig
