There are only two methods of communication with your customers, content and conversations. These four steps are how you create the most influential customer communications:
- Define, align, and prioritize the messaging, content, and sales processes required for greater market success
- Create the most persuasive messaging™ possible for customer engagement at every level
- Deploy the most influential go-to-market Content™ – collateral, campaigns, sales tools, and sales/channel enablement training
- Engage customers in the most influential sales conversations™ possible to create and win more business
Here is how you execute each step:
1. Define, align, and prioritize the messaging, content, and sales processes required for greater market success.
Messaging is a summary answer to the prospective customer’s primary and secondary buying questions – the key points that must be communicated to convince a person to engage and buy. Messaging is integrated into content via the copywriting and creative process and integrated into sales conversations by way of the communicator. The two messaging styles are descriptive and persuasive. The categories of messaging can include: company, solution, platform, product, and market segment/role messaging. See the Customer Communication Model™ to learn more about the categories, styles, and types of messaging required for greater market success.
Content is the actual written/vocalized words and support visuals used to persuade a person to do business with your firm. Content can be delivered as documents, audio, and video.
For example, descriptive product messaging is the “what and how” content found in a product brochure. It typically provides a wordy, general, generic, and/or anecdotal answer to the buyer’s secondary buying questions:
- What does the product do?
- How does it work?
- What features are included/optional?
- What are the key benefits?
Persuasive product messaging is the “why” content. It provides clear, relevant, differentiated, and provable business language answers to the buyer’s primary buying questions:
- “Why should I consider your product?” for demand creation
- “Why should I meet with you?” for meeting creation
- “Why should I give up my current solution for a new solution?” for opportunity creation
- “Why should I buy this new solution from your company instead of your competitors?” for order creation
- “Why should I buy now?” for urgency creation
These “money questions” questions are at the heart of every prospective customer communications that Marketing and Sales must persuasively answer to convince a person to engage and buy.
Use the ideas above to help you define and prioritize the required messaging, align your sales process to the customer’s buying process, and identify the content required to move the buyer through each step in the buying process.
2. Create the most persuasive messaging possible for customer engagements at every level.
The logic structure for persuasive messaging should follow this outline:
- Your top three customer business objectives are a) what’s important to the customer, b) a good answer to the customer’s buying question, and c) solved by your offering
- For each customer business objective, identify the top two to three underlying problems that must be improved upon to achieve the business objective
- For each underlying problem, identify the capabilities or capability advantages of your offering that will improve the underlying problem
- Provide proof that your offering includes the required capabilities, improves the underlying problems, and achieves the customer’s business objectives
3. Deploy the most influential go-to-market content – collateral, campaigns, sales tools, and sales/channel support training.
Once you’ve created persuasive messaging, you’re ready to deploy it into your go-to-market content. For example:
- Use each statement (customer business objective story line) and/or underlying problem in advertising and/or demand-generation campaigns. Drive readers to a landing page with more information and proof that the messaging is true.
- When using collateral, create a section called “Three Great Reasons to Replace Your Current Solution” or “Three Great Reasons to Select Us Over the Competition.”
4. Engage customers in the most influential sales conversations possible to create and win more business.
To ensure consistent customer communication, show the field/channel sales teams how the new messaging and go-to-market content is different from what they normally get, and train them on how to effectively use it in their sales conversations–create and win more deals by:
- Getting a meeting
- Qualifying a prospect
- Selling a solution
- Setting landmines for the competition