4 pillars of effective sales messaging

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The Pillars of Sales Messaging that Drives Growth

Your Hosts:

Craig Klein, CEO, SalesNexus.com

18 years as a sales executive. Hiring,

training sales people. Developing lead

generation and business development

campaigns.

Michael Halper, CEO, Launch Pad Solutions,

Inc.

Author of “The Cold Calling Equation”. 20

years as a frontline sales, marketing and

customer service leader.

Forest Cassidy, CEO, LeadFerret.com

Millions of B2B contacts with emails, FREE

2013 Sales GrowthWebinar Series

The Pillars

Sales Messaging Strategy

Cold Call Email

Website Presentation

Introduction

Networking

What is Value

• Transfer of an intangible attribute from one party to another that has a positive net worth

• Could be at a personal level:– Making someone laugh– Teach someone how to do something– Being a good listener– Providing security– Making someone’s day easier

• At a business level:– Helping a business to save money– Helping a business to make money– Proving valuable information– Making someone’s day easier– Helping to save time

• It is not your product, it is what your product helps your clients to do or to achieve

Three Levels of Value

Technical Value

• Processes• Systems• Employees

Automation of manual processesImprove performanceDecrease time to perform workImprove reliability

Business Value

• Revenue• Costs• Services

Improve revenue / market share / close rateDecrease cost of goods sold / labor costImprove delivery of services

Personal Value

• Income• Career• Workload

Increased bonuses, commissionsRecognition and promotionsDecreased/increased workload

Identifying Your Value

Step 1: Identify a product / service, or featureProduct / Service

or FeatureFunction Technical Value Business Value Personal Value

Auto inventory replenishment


Step 2: Identify what your product doesProduct / Service



Automatically submits orders to vendors based on inventory levels


Step 3: Identify how that helps from a technical perspectiveProduct / Service




Decreases time spent ordering


Step 4: Identify how that helps from a business perspectiveProduct / Service





Decreases staff and labor costs


Step 5: Identify how that helps from a personal perspectiveProduct / Service






Improves work life balance


Step 6: Repeat for additional products Product / Service







Predictive demand forecasting

Predicts inventory needed based on historical data

Increases ordering accuracy

Decreases inventory costs

Improves end of year bonus

Management dashboard

Provides visibility across inventory and orders

Decreases time gathering information

Improves decision making and bottom line results

Improves promotion options


Step 7: Summarize to arrive at your core valueProduct / Service







Predictive demand forecasting

Predicts inventory needed based on historical data

Increases ordering accuracy

Decreases inventory costs

Improves end of year bonus

Management dashboard

Provides visibility across inventory and orders

Decreases time gathering information

Improves decision making and bottom line results

Improves promotion options

Inventory management software

Manages inventory levels and orders

Improves the ability to manage inventory

Decreases inventory and labor cost

Improves compensation potential

Qualify the Prospect

• Assessing prospects in two areas:1. How well they fit with what you have to offer

2. How likely they will be to purchase

• All discussions should include qualifying questions

• Soft qualifying questions– First contact

– Determine if it makes sense to keep talking

• Hard qualifying questions– First conversation/meeting

– Determine if the prospect and lead is real

Qualified Prospect vs. Unqualified Prospect

Qualified Prospect

Need to Purchase

Authority to Purchase

Ability to Purchase

Intent to Purchase

Unqualified Prospect

No Need to Purchase

No Authority to Purchase

No Ability to Purchase

No Intent to Purchase

Needs to be medium to strong in all Can have any of the following

2 Step Qualifying Process

Step 1 – Soft Qualifying

•To make sure it makes sense to meet and keep talking•Takes place in first contact

Step 2 – Hard Qualifying

•Identify if you can consider the prospect and lead are real •Takes place in first meeting

What is Pain

• Something not working well – Causing a negative impact

• Something could be working better – Results are not as good as could be

• Are things great, good, ok, or could be better ?

– Great or good: probably no pain– OK or could be better: likely pain

Three Levels of Pain

Technical Pain

• Processes• Systems• Employees

Slow, broken, or manual processesPoor system or employee performanceLack of reliability

Business Pain

• Revenue• Costs• Services

Low revenue / market share / close rateHigh cost of goods sold / labor costPoor delivery of services

Personal Pain

• Income• Career• Work Environment

Low bonuses, commissions, compensationNo recognition, no promotions / career pathHigh workload, poor work–life balance

Four Tactics to Uncover Pain

1. Rating questions

2. Give pain examples

3. Wish list questions

4. Disqualify

What are Objections

• A prospect’s best weapon– Mini stop signs

– Used to take control of the call and take it in a direction of their choosing

• Common Objections:– I am busy right now.– Who are you with?– What is this in regards to?– I am not interested.– Just send me some information.– We already use somebody.– We are not looking to make a change right now.– We do not have budget/money to spend.

Objections Handling Options

1. Comply

2. Overcome

3. Redirect

Building an Objections Map

• Tool to build to use as a guide for dealing with objections

• List out anticipated objections

• Formulate best responses

• Can include redirects and overcome responses

Build Interest

• High level product/service details

• Connect pain with value

• Communicate ROI

• Explain differentiation

• Share client story

• Paint a picture of the future state

• Discuss impacts of doing nothing

• Share company facts

Establishing Credibility

• Name Dropping

• Story Telling

• Lack of Availability

• Lack of Neediness

• Picture of Consensus

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