A good sales message is important because it helps to promote conversation that focuses on the customer, their needs, and how your product or service can meet those needs. A lot of companies make the mistake of devoting all their time to coming up with taglines and descriptions of their product’s features and functions. While this is effective, it’s not always enough to be successful. A company needs to come up with a framework that encourages and cultivates customer conversation.
Why a sales messaging framework is important
A solid framework for your sales message will help drive productivity by showing the customer exactly what you and your product or service can do for them personally. The best way to do this is to come up with a one-page summary, encompassing the most important aspects of your sales message. This can then be used by your sales and marketing team on all platforms. It should be a repeatable process that can be adapted to suit each potential customer.
Lined out below are the aspects you should include in your framework to get the maximum effect from your sales message.
Learning about the customer:
This section details the questions that should be asked to find out if the potential customer can profitably benefit from your product. Looking at your customer’s own core differentiation and unique selling points will help you to figure out questions to ask to see if your product or service is something that they need and that will work in their advantage. This is a good way to discover a customer’s pain points and how your product can lead to a solution for them.
Benefits and capabilities:
This is where you detail what a good product or service should entail in terms of benefits to the customer and capabilities of the product itself. You don’t necessarily mention your own product specifically. You are rather giving the potential customer an idea of what they should be looking for in a solution to their issues. If you can integrate your sales message through the value drivers and differentiation that is needed in the solution, then it will be unconsciously in your prospective customer’s mind, ready to become conscious when you give them the details about your product.
The customer’s business and pain points:
This section looks at the customer as the sales rep finds them, before the sales message has been put across. Ideally this would include some examples of the customer’s pain points that were discovered through the questions in the previous section, as well as how their business may not be running at it’s best, so you can show how your product can improve this.
This section should also detail the core differentiation and value drivers of your product to show how it stands apart from it’s competition, as well as how it could help your potential customer specifically.
Negative impact on the customer’s business:
This next section should include the negative impact of the issues highlighted in the previous section by stressing what may be currently wrong in the business, as well as showing concerns that may arise in the future. You should emphasize the financial effects the issues described could have on the business. Make it known that the customer’s business is not running at it’s highest.
The customer’s business and your product:
This section illustrates the customer’s business after your product has been put in place and your unique selling point has been achieved. It is best to stress in this section that the ‘after’ scenario is exactly what your customer is looking for, and it is through your product that they can achieve it.
Positive effects on the customer’s business:
The positive effects of using your product are outlined here and should include the results of the value drivers promised in the ‘before’ section. The easiest way to show these results is through metrics and proof points.
Metrics can be the quantitative proof that your product does what you say it does. This can include data from surveys or validations from reliable, outside parties. It’s important to make these samples credible so as to make sure that your sales reps have definite data to show your customers.
Proof points can include examples of results from studies that back up the arguments you make or quotes and endorsements from other customers so as to stress how likely the positive effects are to happen. These don’t need to be as specific as the metrics and tend to speak to the customer on a more personal level.
Summary of the sales messaging framework
A strong sales messaging framework will work as your foundation for building solid conversations with prospective customers. By promoting customer-focused conversation, you can get to know your customer and exactly what they need, and can therefore sell your product more effectively.