The Five-Step Sales Messaging Checkup
Not sure your sales messaging is delivering what you intend? Give it a check-up to identify where it needs refinement for better buyer traction.
Step 1 – What is the message focus?
Is it all about your offer without including the buyer’s need and challenge? Your targets are short on time and patience, so putting the focus on your own company, instead of their issues, forces them to figure out for themselves if you are relevant.
Step 2 – Who is it addressing?
Many value propositions try to cover all target audiences, ending up very generic. If I were your prospect, is it easy to tell if is addressed specifically to me? If not, develop a core message aimed at your most important target, then create targeted versions that speak to other players in the buying decision.
Fine-tuning your sales messaging comes next!
Step 3 – Is it Understandable?
Use of acronyms, technical language, internal jargon, and “marketing speak” can derail the clarity of the message you are trying to drive home. Keep it clear, crisp, and in simple customer language. If your prospects must translate it to understand – they won’t.
Step 4– Is it Quantifiable?
Many value props include key attributes like increased productivity, lowered costs, additional revenue, etc. If you include these attributes, you must quantify them. Afraid to use a number or %? Then reconsider using that attribute. If you can’t make it specific, then it’s just a generic claim like millions of others
Step 5 – Is it Provable?
The essence of a value proposition is making a “claim” of value. To avoid buyer skepticism, offer objective, third-party proof of the value your offer delivers. Use testimonials, case studies, survey results, research results, or analyst reviews. No proof? Get to work – you need it to stand out.