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A New Approach to Sales Messaging

Sales messaging is everything that you and your sales people say when communicating with prospects. You could just go with what naturally pops in your mind or you could take a different approach.

Conventional Sales Messaging Approach

Before we look at some things to do with your sales messages, let’s first look at a conventional approach or what many companies are doing for messaging. Most companies will often train their sales people in the areas below:

Company: details around the company, history, number of offices, etc.
Products: details around the products and portfolio.
Functionality: what the products and services do.
Features: the features that are available.
Benefits: the benefits that can be achieved.

These categories will often be the bulk of a new hire sales training program and the majority of the content that a person will be trained on.

What is wrong with this approach? Answer: It is an “all about me” approach. All of these categories are basically about you and when you train your sales people on this, the will go out and have an “all about me” approach when communicating with prospects.

The challenge with that is that when you are at the very beginning of the sales cycle and prospecting to generate leads, you might not be at a point where you have earned the right to talk about yourself yet. Or in other words, the prospect might not care yet about you or anything about you.

Alternative Sales Messaging Approach

If you agree that it might not be best to talk so much about yourself when first talking with a prospect, it can be a simply solution to shift the sales messages to focus more on the prospect. So how do we do this?

Here are some other categories that we can focus on when either developing our own messaging or developing our sales training for new employees:

Value: the value that is transferred to the prospect when they purchase and use your products.
Pain: the challenges that prospects are typically experiencing that you help to resolve.
Qualify: the questions that you should be asking your prospects to find out what is going on.
Objections: how you respond to the objections that you are guaranteed to face.
Interest: what you say to trigger interest on the prospect’s side.
Credibility: what you say that will establish credibility and make you seem reliable and not so much of an outsider.

The main difference with these categories is that the majority of them are about the prospect. Value is how you help the prospect. Pain points are the prospect’s challenges. Qualifying questions will certainly be about the prospect as they questions directly directed to them.

If you incorporate these fundamental sales messaging areas either into your personal preparation, or into your corporate sales training, these will impact everything that you say. And with these being more about the prospect than about you, you will be completely shifting away from an “all about me” frame to one that is “all about you”.


Launch Pad Solutions provides tools to help sales pros with sales messaging.


This article was published on Monday 13 May, 2013.
Back to main topic: Sales Script
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Tips for Sales Script Writing
Benefits of Using a Sales Script
Sales Script Sample
How to Build a Sales Script for Sales
Should You Script Sales Conversations?
Keys to a Sales Pitch Script
Making Your Phone Script More Powerful
Qualify in Your Phone Sales Script
Sales Script Example
Writing a Follow-up Sales Email
Sales Scripts that Sell
Do’s and Don’ts of Phone Call Scripts
Developing the Sales Message
Building a Marketing Script

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