Research by CSO Insights found there is a direct correlation between the quality of the messages salespeople use in their selling process and their ability to close business.
The problem is, most sales teams do not have the sales messaging, activation tools and training that they need to deliver a consistent corporate story.
According to ES Research Group, one of the biggest problems companies face in the sales process is that the majority of salespeople are left to develop their own messaging. CSO Insights also reports that salespeople spend as much as 50 percent of their time developing sales messages, sales tools and completing other non-selling related activities.
When these things happens — the sales process breaks down, prospects get confused and conversion rates drop.
To deliver a clear, compelling and consistent story throughout the buyer journey, sales messaging activation programs must be intentionally designed to ensure sales reps weave strategic corporate messages into the buying process and have the tools they need to create continuity and consistency throughout the customer experience.
Here are five ways to ensure your sales team is well-positioned to deliver a clear, compelling and consistent story throughout the buying process:
1. Develop and activate a shared Corporate Messaging Platform across your sales organization that can be used to deliver the repeatable building blocks of your story consistently in every customer conversation.
2. Assess daily sales activities to gain line-of-sight into your sales process, surfacing the most effective opportunities to engage buyers and ways to share your story.
3. Design buyer conversation maps that align strategic messages and sales tools with specific stakeholders involved in the buying process — enabling reps to activate the most relevant messages, through the most engaging sales tools in specific buyer conversations.
4. Implement sustained messaging training programs that ensure your team is competent and confident delivering your story in a wide-range of selling situations.
To ignite sales results and accelerate growth, companies must ensure the corporate message remains consistent at every stage of the buyer journey. This can only happen when sales and marketing leaders implement disciplined sales messaging activation programs.
Schedule a briefing with our experts today to learn how we can help your sales team activate a compelling story that will convert more customers and connect the entire customer experience.
That’s Your OnMessage Minute.
