4 Ways to Develop Your Sales Messaging

July 15, 2015
min read time
Sam Aparicio
Sam Aparicio
Co-founder & CEO, Ring.io
4 Ways to Develop Your Sales Messaging

Language is important in sales, but it’s also easy for sales messaging to get lost in the shuffle.

The truth is that choosing the right words can make all the difference in how a prospect perceives your products, sales reps, and company as a whole.

Using the right sales messaging at the right time can change the trajectory of a conversation. Optimizing your messaging doesn’t have to be a headache, either. Follow our four simple, effective tips for better sales messaging to get started on the right path.

Not Sure? Test It.

By testing regularly, you can make sure you stay on message, and that the message is one that your prospects want to hear.

Sales calls are the perfect opportunity for testing. Try different terms and phrases to see how your customers respond, and shape your sales messaging accordingly.

Testing should be a continual process, as your messaging evolves over time.

Establish a Feedback Loop

Improving sales messaging isn’t an overnight process for sales reps.

It takes time to learn the right words and phrases, and to make them a natural part of your conversation, so constructive feedback is key. This is a great opportunity to put your sales coaching skills to work.

Take the time to review your team’s call recordings, and offer feedback when your reps are unclear or off-message. Your reps should play an active part in your review, as it will be easier for them to pick up mistakes in the recording than it is during the heat of a sales conversation.

Teach your reps to ask customers if they understand key information, too. Customers often won’t ask for clarification on their own, for fear of looking dumb.

Take Feedback from Existing Customers

Your sales messaging has already helped you land plenty of customers, and those customers are a great resource for further honing your messaging. Interview existing customers to learn how they feel about your messaging, and how your company is positioned in the eyes of your target audience.

Don’t be afraid to encourage honesty when asking what works and what doesn’t. Constructive criticism will help you improve your sales messaging, and you’re sure to get plenty of positive feedback, too.

Create Style Guides Instead of Scripts

Sales scripts have been around forever and while the intention behind them is good, sticking to a rigid script makes it difficult to improve sales messaging over time.

Instead of using a script, develop a style guide. Scripts can be constricting, whereas style guides take a more big-picture view and allow for creativity.

Creating a style guide is all about setting the right tone for your organization. It allows your reps to own their sales messaging, while still working within the parameters you set.

The most important part of your guide might be the section on what not to say. Use your style guide to define a selling style for your team, and give them the information they need to get it right.

Feedback is the key to developing your sales messaging. The feedback you take from customers helps you lock in on the terms they want to hear, and the feedback you give your team allows them to put those lessons into action. It’s a continual process, and taking feedback from different sources ensures that you are always ready to adapt.


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