A non-performing sales team can wreck a company’s profitability. Setting wrong goals or ineffective sales messaging often lead to underperforming sales teams, and this underperformance snowballs into a mammoth problem that hits profits harder than one can imagine.
It doesn’t matter if your product is very useful and affordable. It doesn’t matter if your business is ethical. What matters is whether the customers and prospects are aware of your product, its advantages, and how it can help make their life easier.
The only bridge that connects your sales team to customers and prospects is communication – there’s nothing else. If you create a value proposition and communicate it efficiently, your product will succeed. Therefore, there is no replacement for smart and crisp content that is delivered efficiently, and which proves to the customer that the product will truly help him.
Your company must hire a professional copywriter and tighten up your sales copy and other content. Moreover, you must ensure that your sales messaging incorporates an element of empathy and is brief and to the point, and captures the customer’s trust. Here are a few strategies that will help you create killer sales messaging:
Put yourself in the customer’s shoes and craft a personal message
The world is full of heavy-duty buzz. There’s work, home, family, friends, lawn, social media, and so many other duties, responsibilities and events happening that no one has time to read through a stock sales letter.
But if your sales messaging is emphatic and personal and proves that it can solve the reader’s problem, it will be read and acted upon. The message has to go beyond the selling and transaction pitch – it must make the reader nod his head in agreement and make realization dawn on him.
You must stitch together your product’s USP, its affordability, practical use and a money-back guarantee smartly and create a value proposition that sells. This calls for very creative thinking that goes deep inside your product, extracts its usefulness and reconciles it with the customer’s expectations. You must quote some testimonials and statistical data to back your claims. Recent research that speaks in your product’s favor must be included as well.
However, all the information that is built into the sales messaging must be unique and interesting. If your messaging is routine, it will be rubbished. The Internet has made people smarter and impatient – and therefore your content must be tight, valid, relevant, crisp, valuable, and backed by clinching evidence.
Instilling trust, and more
All content published on your site and in all sales messaging must carry the impression that it has been written by an expert. Nothing less will do – there is all sorts of random information available on the net and if people find content that is written by an insider, they start gaining knowledge and end up trusting the business.
The product and its testimonials too inspire a lot of confidence and therefore your sales team must harp on these (in moderation, of course).
Smart sales positioning
How will you tap into prospects? Your sales distribution must combine old-world methods like direct mail, opt-in marketing, and telemarketing with the new-age online viral marketing tactics that exploit social media and Web 2.0 interactivity.
To sum up, if you create a value proposition and build it effectively into some smart sales messaging that leverages all old and new media channels, there will be nothing that can stop your product from succeeding.