Sales Messaging is all about the potential customer asking the buyer: “why do I need your product or service and why do I need you to sell it to me?”. By answering these important questions, you’re on your way to creating a great sales message. But what about digital sales messaging? Digital selling is fast becoming the dominant way to sell, for both B2B and B2C sales teams. Unless you are going to try to sell to someone in person, sales messaging is going to be conducted either online or over the phone, so digital sales messaging is beneficial for any sales team from any business.
There are a few things you should take note of before creating a sales message, however. Here are a few tips and tricks on how to best construct your digital sales message, whether it’s via email or through your social media profiles!
Target each customer separately
Obviously not all prospects, leads, and customers will be the same, so make sure you are tailoring each sales message to suit each potential customer. Some prospects might prefer one social media platform to another, or they may prefer email to social media for making purchase decisions. Make sure you’re targeting their needs as well. That way, you’re adding value to the message for the potential customer. Try not to sell multiple things in one sales message, unless they’re under one package, particularly if they’re clearly irrelevant to the customer. Targeting separately makes the sales message much more personal, and less generic and automated, which will impress potential customers a lot more!
Answer their questions
If they have primary questions they’ve asked in the past and you haven’t yet answered them, make sure you do so in your sales message. Don’t forget to answer these questions as well: “why do I need your product or service?” and “what makes your product or service more valuable than other competitors’?”. These are the main questions they’ll want answers to in order for them to be interested in what you’re offering, even if they don’t directly ask them outright. When answering their questions, make sure you’re giving sufficient answers so that you make a compelling case. This will be more impressive than just giving a convoluted response. Value is key to sales messaging, so keep reminding your potential customers the value of what you’re offering them!
Use the right language
Using generic email templates, sales jargon and buzz words doesn’t work as it’s not personal to the customer, and frankly, it means nothing to them. You need to make your sales message compelling. Take the subject line of an email, for example. 33% of email recipients open emails based solely on the subject line and emails with subject lines that have more than three words are 60% less likely to be opened. Therefore, the subject line should be specific so that it attracts your customer to the email, making them want to read it by using specific language that’s relevant to them. Otherwise, a very vague subject line will just make potential customers want to delete the email before they’ve even read it!
Provide evidence for your claims
Provide the proof when you make any claims regarding your product or service. This will add validity to your sales message, making it easier for potential customers to invest in what you’re offering. It’ll also showcase your experience and your achievements, giving your product or service even more worth. So don’t be afraid to show off, but just remember to let your potential customer know why they should care about your product or service and its success. While claiming something impressive and having the evidence to back it up is great, always let your potential customer know why they should care about that claim. If it’s valuable to them, it’ll be worth showing them the proof!
Let customers know how you’re unique
Make sure you stand out from all the sales messages other brands are sending. Why is your product or service special or different to the competition’s? What can you offer that others can’t? Communicate the authenticity of your brand in the sales message to the customer so that it’s your pitch they’ll remember when deciding on what company to go with when making their final purchase decision. Sales messaging is the perfect platform on which to showcase your uniqueness, so let your potential customers know why they need you and your product or service!
Figure out where you want to communicate the sales message
You need to choose what platform best suits the type of sales message you want to send. It also has to be suited to the potential customer. Find out their preferred platform for communicating and take it from there. If you’re using social media, send them a tweet or direct message that isn’t overly sales-y. Offer to connect with them first so that you can convert your prospects into leads. Get to know them and respond to any of their queries or comments. Then you can start converting leads to customers by offering them your product or service. Unless you’re using LinkedIn, this should be a very informal sales message as that’s how social media is supposed to be.
Prioritize the customer
Most importantly, don’t forget: this is about them, not you. Despite the fact that you’re attempting to sell your product or service, you need to prioritize who you are selling to. Let your potential customers know how you can make their lives easier with your product or service, not just how great you and your business are. Everything you say should have value to the customer so they’ll WANT to buy your product, and not have to be persuaded to!