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Episode Info: In this episode we’re going to be looking at how you can craft your sales messaging, and specifically how you can start to think about how you can apply different types of sales messaging – more impact, deliver greater results. Let’s get started today looking at the different levels. So firstly – we have your Company Level messaging. This is where you position your company as a whole, and the aim is to help your buyers understand where you fit in the market at a company. So what are you known for? What differentiates you? What value are you, as a company, bringing to customers? I also like to think of company level messaging as being about helping customers to place you and figure out where you fit in their ecosystem. So for example: I’ve been following a company on LinkedIn who help businesses with podcasting. So immediately, as a potential customer for them, I am trying to figure out where exactly they fit in the podcasting ecosystem. So, are they helping companies with launching a podcast, or are they helping with recording and editing podcasts, or perhaps they help with marketing podcasts or repurpose content from podcast episodes into other marketing materials? So the messaging helps me to understand who they are, what they do, where they fit, and how they can bring value to me, as a customer. Ok, let’s move on to Solution Level messaging. This is where you’re proposing a method or solution option for the customer. You could also think of it as customer challenge level messaging. If I use an example of outsourcing your IT as a solution, this isn’t exactly a product or service, but it’s a solution to a customer’s challenge. Underneath this solution, you might have multiple products or services that you would use to deliver that solution to the customer. Now another solution might be a completely different method, such as keeping your IT running yourself instead of outsourcing IT. So when we talk about solution-level messaging, we’re positioning a journey to customers – so we want to demonstrate in our messaging how our proposed solution would help them to overcome their challenges and enable them to meet their business’ aspirations and goals. But, the important thing to recognise here is to make sure you’re delivering the right message at the right time – if your customer is still at the solution stage where they’re deciding what route to take, it makes no sense to be positioning your products here. Likewise, if your competitors are positioning their sales messaging at a solution level, you need to make sure you’re not responding with product-level messaging. Take this example: Imagine you’ve decided you want to find an alternative way to get to work instead of using your car everyday. You’ve decided to talk to a company who sells electric bikes, and a company that offers an on-demand carshare service. You’ve not decided which option or which ‘route’ you want to take yet, never mind being in ...
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