The digital space is full of noise – TV adverts, Google adverts, social media adverts, emails all trying to target you using the cookies collected from your online browsing. Many of these online efforts with general messages end up as nothing more than an annoyance to consumers because it’s almost impossible for them to address specific issues or problems facing a customer.
For years, we have been bombarded with generic sales messages and brand information which has accumulated to make noise. The digital space now offers more affordable marketing than the traditional TV, radio and magazine advertising – so more companies jump on the bandwagon and before we know it, we are drowning in noise with no clear message.
We have more tools than ever at our disposal to create specific targeted messages but for some, marketing still seems to be a bit of a hit and miss affair. The saying “If you throw enough mud at the wall, some of it will stick” rings true here.
Buyers can now find all the information they need online, so the methods that salespeople use for presenting their value proposition must change.
This is easier said than done, and the inability to communicate value messages is one of the biggest inhibitors to attracting new customers and achieving sales success.
Modern day buyers are only interested in how a product can benefit them.
The features of a product might be interesting, but if it’s not going to provide a direct benefit and help them achieve their desired outcomes, then they’re simply not interested. In a world where consumers have all the information they need at their fingertips, selling has become harder than ever.
Value messaging needs to change to keep up with this evolution of the buyer. Selling a product is no longer about the product. It’s all about the buyer.
Making a purchase is now a journey that involves emotions, feelings, goals and solutions. And a salesperson can only facilitate this journey if they know their customer well. They need to have conversations and truly get to the heart of their problems.
Sales message dynamics
Value messages need to follow a process that changes and meanders with the customer’s buying journey. There is a definite beginning, middle and end in the sales process, and salespeople need to help customers understand their own challenges (because often they don’t) and provide a solution that will achieve a desired result. A proper conversation with a customer opens the lines of communication and can address a problem the customer wasn’t even aware they had.
Creating new business
The inability to communicate value messages effectively not only inhibits sales success, but also impedes the ability to attract new leads and clients and expand existing ones into more valuable clients. This makes sales messaging even more important when it comes to successful business.
It’s imperative that salespeople know how to plan, construct and present their messages effectively. We need to focus more on the customers’ pain points and explain the value they will get from the product. This is where personalized, one-on-one sales techniques make a difference.
What’s the best way to begin the process of communicating value messages that will ensure that the right people sit up and listen? Attract, train and retain exceptional salespeople.
Great salespeople engage prospects and build trust. While many lead generation methods and sales processes involve online communication methods, salespeople provide what digital marketing can’t – a human connection and an ongoing relationship.
Guest Writer: Owen Richards is the Managing Director of Air Marketing Group, an award-winning sales acceleration company in Exeter, Devon. Owen has also worked in Australia where he played a substantial part in the growth of Australia’s most successful telemarketing company. Owen is an expert in sales processes and strategy and his passion for helping people grow their business has enabled businesses and employees to thrive under his leadership. Follow Owen on LinkedIn: https://www.linkedin.com/in/owenjrichards/