A few years ago we conducted a research study into the barriers to effective prospecting. The usual suspects revealed their heads as they always do – “no time”, “I don't want to appear too salesy”, “most of my business comes from referral”. While these may be true on occasion, two interesting nuggets also came from this study on “barriers”:
Here are some tips on messaging that have been helping our clients connect a little faster:
Seek Client Input
The best companies know what their customers value in their service, and figure out how to deliver on that consistently. For new prospects, more needs to be said around why customers and clients work with you and the impact you’re having. Prospects want to “see themselves” in the relationship with a provider. Let them know why they might be interested and what it could look like.
So much of what you are selling is not the nuts and bolts of your solution, but the comfort that it’s the right time and investment for it. Customers hate to be wrong with their limited capital. Sell what’s right with stories of where you’ve been successful before. Ask a prospect to describe their ideal scene and continue to align your message with that.
Make it part of who YOU are (Within the realm of compliance of course)
Great messaging comes when you’re not thinking about it. For sellers, it’s about finding a connection to a business problem for a certain client or customer type and aligning your solution to that. Messaging also supports the reason for your solutions’ existence (the why), and the impact that it’s having. Don’t forget to explain the special process, or technology that enables that value.
Client Type focus vs. Niche
A relevant and timely message speaks to a client type, the problems or aspirations they share, and relevant solutions that align. When building a conversation, start with a conversation starter that primes a path for how you help customers, the problems you solve, the impact you’re having and that a special process or technique is behind it.
Download our messaging best practices tip sheet below:
Bill Walton Sales Training has over 60 years of collective Fortune 500 company experience in Sales, Sales Training and Field Sales Management. Our specialty is preparing individuals and organizations to present their value propositions in a way that results in higher close ratios. Our team are un-blurring the lines of differentiation between their client's fiercest competitors.