“SBG has made our competitive information much more concise; it is information that the salespeople now use. It has taught them how to ask the right questions to steer customers our way. SBG was the “glue” that attached our field sales teams to our factory marketing teams.”

Ed SullivanDistrict Manager, Field Sales, Americas, Agilent Technologies
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Buyer's Guide

6-Question Messaging Effectiveness Test

 

Now that you know “How Is Messaging Different Than Content and Conversations” and “The Difference Between Descriptive and Persuasive Messaging”, use these objective assessment questions to determine if your customer communication is primarily descriptive or persuasive:

  1. What is the primary decision(s) this customer communication (messaging/content/conversation) is designed to influence?

  2. Does it explicitly explain “why” the customer should make the desired decision(s)?

  3. Does it lead with customer business objective(s), e.g., a customer benefit followed by the feature(s)?

  4. Does it use comparative/superlative adjectives or quantification, such as faster/fastest, more/most, better/best, 3x longer, etc.?

  5. Are the customer business objectives highly relevant to the target customer and buyer role?

  6. Is it meaningfully different from what the competition is saying or could say?

 In order to be persuasive the communication must achieve a “yes” on questions 2-6.

 


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