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A Sales Message Audit Prepares
the Sales Team for a Winning Season
To maximize the success of your professional sales team, they should be trained in the following:
- How to use customer-centric language to skillfully differentiate products and services from the competition's products and services.
What does the customer value--precisely--not generally?
To obtain the specific language that customers use to describe why, when and where they want to have a relationship with a company and/or the service or product, a Sales Messaging Audit should be conducted on an annual basis.
Three Primary Objectives of a Sales Messaging Audit:
- Why to buy: Identify the sales messages that prospective customers need to hear that will motivate them to buy your product or service. Understand their specific wants or needs and what these wants or needs mean to them, along with the messages they are hearing from competition.
- When to buy: Identify the best timing/circumstances for prospective customers to hear the sales messages. Understand the specific circumstances that would cause them to step aggressively into the buying cycle.
- Where to buy: Identify the best places for prospective customers to hear the sales messages.
Understand where customers are influenced--What publications, journals, tradeshows, conferences, e-newsletters, phone calls, etc. play a role in influencing their purchase and decision to buy.
Two Secondary Objectives of a Sales Messaging Audit:
- Identify what prospects currently use and why
- Identify potential sales leads
We will not jeopardize the primary objectives to obtain the secondary objectives, however, the secondary objectives can frequently be achieved.
To avoid disappointing results and wasted resources, any sales, marketing or outbound campaign should not begin until the above type of work has been completed.
We welcome your contact.
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