WALNUT CREEK, CA — May 6, 2008 — Does this sound familiar? Your company has spared no expense in training its sales force and providing it with a slew of slick, detailed marketing materials. Yet your highly motivated sales team keeps missing its revenue, profit and market share targets.
Internationally recognized sales and marketing effectiveness expert Michael Cannon, CEO of Silver Bullet Group, Inc., and best-selling author, explains why well-conceived and -executed marketing messaging can actually reduce sales and marketing effectiveness in the latest edition of Silver Bullet Group’s quarterly newsletter, Sales Messaging Matters. In the feature article, “Twisted but True: High-Quality B2B Marketing Messaging Dramatically Reduces Sales and Marketing Effectiveness,” Cannon states that “many companies fail to meet their objectives because their marketing initiatives are lacking one essential element: persuasive sales messaging.” When giving their brand, company, and product messaging an analytical look, companies often quickly discover that their messaging to customers is mostly descriptive, rather than persuasive — a vital ingredient in closing sales.
Cannon offers five self-assessments B2B companies can perform to see if their messaging lacks persuasiveness, which reduces effectiveness. The key areas to review are: competitive collateral, sales collateral, customer messaging effectiveness, field sales time-use, and field/channel training.
How time-consuming are these assessments? Not very. For instance, a company can study the amount of time field sales teams are spending creating their own collateral and messaging. If they’re using up valuable sales time to create these materials, then they’re missing something they need from Marketing to make their goals. A simple survey of the sales teams will reveal if there is a need for Marketing to change direction and develop persuasive sales messaging that can be used by the entire sales force.
Receive free practical insights for improving sales and marketing effectiveness by subscribing to the quarterly Sales Messaging Matters newsletter: http://silverbulletgroup.com/subscriptions/
Members of the media interested in scheduling an interview with Mr. Cannon to discuss his remarks
may contact Teri Yazdi at the phone number or e-mail address listed above.
About Michael Cannon
Michael Cannon is an internationally renowned sales and marketing effectiveness expert and
a best-selling author, most recently coauthoring with Jay Conrad Levinson (Guerrilla Marketing),
et al., the just-published Marketing Strategies That Really Work! Promote Your Way to Millions.
About Silver Bullet Group, Inc.
The Silver Bullet Group (SBG) is the global leader in messaging effectiveness, helping Fortune 500
B2B companies increase revenues, profits, and market share. SBG’s proprietary sales messaging system makes order-of-magnitude improvements in messaging quality and marketing deliverables, such as demand-generation, collateral, and training, while simultaneously improving sales and marketing effectiveness. To learn more, visit silverbulletgroup.com.
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