A Sales Messaging Framework to Support Customer Conversations

A Sales Messaging Framework to Support Customer Conversations

Sales Messaging Framework

Fourquadrant.com/Marketing-Resource-Blog

Persona Lite - Guerilla Marketing Tool

Developing a sales messaging framework is critical for sales and

marketing to have effective meaningful and relevant

conversations with prospective customers. Doing so focuses go-to-

market resources and expedites customer acquisition.

Before Scenario

The before scenario is the business environment a sales rep encounters when they engage with a sales qualified opportunity—the initial state of the customer’s business environment. In the ideal situation, the before picture includes less than optimal accounts of people, process and systems.

Sales Messaging Framework - Before

B

After Scenario

The after scenario is a summary of the company’s business environment one’s solution has been implemented. The unique value proposition offered to the key personas in the buying process should be realized. Some of the benefits or gains derived should be strategic in nature while others will be operationally focused.

Sales Messaging Framework - After

A

Negative Consequences

Negative consequences attempt to quantify the business problem, pain or opportunity and can impact upside (revenue) and or downside (expense) for an organization. The issues described in the Before Scenario should be stated specifically, quantitatively and in a manner which highlights the financial impact to the organization.

Sales Messaging Framework - Negative

N

Positive Outcomes

As opposed to Negative Consequences, Positive Business Outcomes capture the positive impact the organization could derive from using the solution. These outcomes should include some or all of the promises made in the value drivers as well as the proof points offered during the sales process.


P

Category Benefits

Stating the benefits for the category is an opportunity for an organization to prime the pump with a prospect. B2B marketers use this opportunity as a “primer” to prospects by providing a non-technical, non-sales and non-jargon ridden informational piece about what is fundamentally key to a best-in-class solution.


C

Metrics & Proof Points

Metrics are the specific quantitative measures realized by customers, contained in survey data, proven in benchmarking or validated by a third party. Proof Points are endorsements, but unlike metrics they lack specific quantification. Frequently these proof points are anecdotal, paraphrased or quotes from a customer, analyst or subject matter expert.


M

Discovery Questions

Discovery Questions are designed to uncover whether a prospect is someone who will be successful using the solution. Discovery Questions should be built by reverse-engineering out from an organization’s core differentiation and the specific value drivers. Insightful and probing questions will unveil whether a prospect has a business problem that your solution can successfully solve and provide financial benefit.


D

A Sales Messaging Framework to Support Customer Conversations

Read the full post on Sales Messaging Framework

Fourquadrant.com/Marketing-Resource-Blog