Everyone’s talking about the need to have sales-focused messaging. But how do you know you are using the right approach? At Borenstein Group, we recommend that clients follow these tips to create, refine or reaffirm your company’s compelling messaging:
1. Involve key players.
Messaging workshops and strategy definition should include team members representative of departments throughout your organization. Not only will this help create a more robust picture, it also builds enthusiasm for the initiative.
2. Be honest.
Undertaking messaging and positioning should be thoughtful and methodical. It should provide answers to questions on the company’s or product’s purpose, your current and prospective client base, your goals, how clients see you, your differentiators, your competitors, your market characteristics, your sales process, your perception problems and many more.
3. Be consistent.
Use this messaging as the baseline for all internal and external communications. All print and web communications must focus on strategic messaging.
4. Don’t be too general.
All things to all people create nothing to no one. One real life example of a message that’s too general is: “We solve any digital challenge you may have.” Yikes.
5. Lead with benefits.
Positioning can be tricky to craft. Get mired in functions and features, and it will be even trickier to understand. Chances are the people with real decision-making authority are profoundly more interested in the business benefits than the feature details.
6. Know your competitors.
How else can you position yourself against them to compete for sales? Understand how they articulate their value propositions and be prepared to address them head on.
7. Be committed.
The strategic messaging and positioning that results from this exercise should serve the company for at least three years. Commit resources, time and company brainpower to both creation and follow-through.
8. Be aspirational.
Many companies are limited by where they’ve been. Focus on where you’re going. One or two clients in an industry is proof of performance and should be leveraged.
9. Create brand ambassadors.
Once the messaging and positioning for the company, new product, new practice, or other initiative is completed, ensure that everyone who touches prospects, clients, or industry leaders is fluent and can deliver it with consistency.
10. Measure it and correct if needed.
Remember that most sales messaging is a function of trial and error, compounded by anecdotal human experience and feedback that may or may not be accurate and scalable. In order to succeed, assume that whatever is right ‘right now’ may become irrelevant or outdated. Be prepared to listen, make adjustments, and always measure what worked and what didn’t.
Sound overwhelming? It can be. But it can also be extremely effective. To find out more about how to create revenue-driven messaging and positioning that will propel your sales goals, contact Borenstein Group today.