By David Wuensch.
“Your company sales story is your most important sales weapon.” Mike Weinberg
The foundation of all sales processes is getting your sales team messaging right. Getting your sales story right will help your salespeople sell better. It will improve their prospecting, qualifying and closing. Good sales team messaging will do the following:
- Give your salespeople confidence
- Help your salespeople connect more quickly with prospects
- Help your prospects better understand how you can help them
Your sales team messaging (sometimes called Company Sales Story) provides a means to introduce your company to your prospect by connecting with them on typical issues and providing credibility by sharing what is different about your company.
Here are seven keys to building powerful sales team messaging.
- Align with your company marketing message.
It is important that your sales team messaging is in sync with the marketing message that is on your website and reinforced in social media and email marketing. Like your sales team messaging, your marketing message needs to more about your customer than you. The StoryBrand framework provides a process to position your customer as the hero, as you demonstrate your ability as a guide in your marketing message. Ensure that your marketing message and your sales team message are talking to the same target audience, covering the same issues and challenges, and providing the same differentiators.
- Connect emotionally with your prospects on issues, challenges, pains and motivators.
The most important part of your sales team messaging are the problems that you solve. Review the past five to ten wins to see what problems you solved for your current customer base. This is a good place to start to identify the typical issues, challenges, pains and motivators that your company helps solve. Seek to find the best six to eight issues, challenges, pains and motivators. Use wording that connects with them emotionally such as “frustrated with,” “striving to,” “tired of,” etc. This will be the heart of your sales team messaging.
- Identify what makes your different.
Look at those past five to ten wins again to determine what benefits your customers gained by choosing you. Look for areas that you differentiate yourselves from others. This will be the culmination of your sales team messaging. It is okay to embellish here. This is where you strut your stuff. Uncover four to six key differentiators.
- Prepare the introduction.
Your sales team messaging opening provides context. You are leading up to those issues, challenges, pains and motivators that connect with your prospect in the heart of your messaging. The introduction starts with a single sentence that says your company is the premier provider of your products and/or services to your target market. Next is a phrase that connects to your list of issues, challenges, pains and motivators: “(your ideal prospect profile) looks to (your company) when:”
- Define what you do.
This is where you tell what you do in one sentence (two max). It is the connective tissue between the Issues, challenges, pains and motivators and your differentiators. No need to embellish here, simply share what you do as a simply as you can.
- Assemble your sales team message.
You have built the elements of your story. Now simply assemble them in this order.
- Issues, Challenges, Pains, and Motivators
- What you do
- What makes you different
- How to use your sales team messaging,
Use parts of this messaging in your emails, voicemails, introductions and sales materials. Combine your introduction with two to three issues, pains, challenges or motivators along with the sentence on what you do and one or two differentiators when you want to send a sales letter. Incorporate one or two issues with a key differentiator in an email or voicemail to seek a conversation.
Your sales team messaging becomes the foundation for all of your sales communication.