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How to Create a Sales Message
The document provides guidance on creating an effective sales message by outlining key elements to include such as the product, target customer, value propositions, pain points addressed, and questions to ask prospects. It also provides examples of value propositions and pain points for different types of targets like sales trainers and salespeople. The document aims to help sellers develop messaging that clearly communicates how the product improves challenges customers currently face.
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How to Create a Sales Message
- 1. Creating Your SalesMessage
- 2. Module 1: Introductionto SMART Module 2: Consultative Selling Module 3: Sales Message Module 4: Sales Scripts Module 5: Sales Process Module 6: Cold Calling Module 7: Cold Emailing Module 8: Voicemail Module 9: Connecting Module 10: Objections Module 11: Gatekeepers Module 12: Qualifying Module 13: Appointments Module 14: Closing Module 15: Rapport Module 16: Mindset
- 3. Chapters 4 -9 Link in Description
- 4. Sales Tools (Scripts) CallScripts Email Messages Voicemail Scripts Objection Responses Meeting Scripts Sales Presentation Sales Message (Sales Pitch) Product Target Buyer Type Value Points Pain Points Questions Customer Examples Sales Tactics and Processes (Tips) Cold Calling Cold Emailing Voicemail Strategy Objection Handling Dealing with Gatekeepers Meeting with Prospects Qualifying Sales Process Networking Closing Level 1 Level 2 Level 3
- 5. PRODUCT TARGET VALUEPAIN QUESTIONS CUSTOMER EXAMPLE
- 6. PRODUCT Product A Product B ProductC Product ABC SalesScripter software Sales training Consulting / Coaching The SMART Sales System The SMART Sales System
- 7. PRODUCT The SMART SalesSystem FEATURES • Web-based sales script generator • Sales script library • Sales role-play software • CRM and email automation • Sales training program • Sales consulting and coaching DIFFERENTIATION • We are the only sales tool that helps with what to say • We are a true consultative selling approach • We provide the only AI-driven sales role-play software
- 8. PRODUCT The SMART SalesSystem TARGET Size: Small businesses, Multinational Corporations, etc. Industries: Manufacturers, Hospitals, Banks, etc. Department: IT, Finance, Human Resources, Marketing, etc. Title: CXOs, VPs of IT, Directors of Operations, etc. Broad: Businesses, Individuals, People, etc.
- 9. Product ABC Businesses Product A Businesses ProductA Manufacturers CRAWL WALK RUN Product ABC Manufacturers
- 10. PRODUCT The SMART SalesSystem TARGET Size: Small businesses, Multinational Corporations, etc. Industries: Manufacturers, Hospitals, Banks, etc. Department: IT, Finance, Human Resources, Marketing, etc. Title: CXOs, VPs of IT, Directors of Operations, etc. Broad: Businesses, Individuals, People, etc. FOR SALES TRAINERS
- 11. PRODUCT The SMART SalesSystem TARGET VALUE
- 12. The improvements theproduct and features creates What the product does WHAT’S IN IT FOR ME? FEATURES / FUNCTIONALITY VALUE
- 13. PRODUCT The SMART SalesSystem TARGET 1. Make something work better 2. Make something easier 3. Decrease the time 4. Increase revenue or income 5. Decrease costs or expenses 6. Improve the customer’s product 7. Decrease risk 8. Improve visibility VALUE FEATURES • Web-based sales script generator • Sales script library • Sales role-play software • CRM and email automation • Sales training program • Sales consulting and coaching DIFFERENTIATION • We are the only sales tool that helps with what to say • We are a true consultative selling approach • We provide the only AI-driven sales role-play software • Make it easier to teach reps what to say • Decrease new hire ramp-up time • Improve the performance for every rep on the team • Make the training department look great SALES TRAINERS IMPROVEMENTS
- 14. • Generate moreleads • Get into new accounts • Increase sales and commissions • Make it easier to teach reps what to say • Decrease new hire ramp-up time • Improve underperforming reps • Make the training department look great THE POWER OF TARGETED MESSAGING SALES TRAINERS SALESPEOPLE
- 15. PRODUCT The SMART SalesSystem TARGET 1. Make something work better 2. Make something easier 3. Decrease the time 4. Increase revenue or income 5. Decrease costs or expenses 6. Improve the customer’s product 7. Decrease risk 8. Improve visibility VALUE FEATURES • Web-based sales script generator • Sales script library • Sales role-play software • CRM and email automation • Sales training program • Sales consulting and coaching DIFFERENTIATION • We are the only sales tool that helps with what to say • We are a true consultative selling approach • We provide the only AI-driven sales role-play software IMPROVEMENTS • Make it easier to teach reps what to say • Decrease new hire ramp-up time • Improve the performance for every rep on the team • Make the training department look great FOR SALES TRAINERS
- 16. Technical Value • Processes •Systems • People Automate manual tasks Make something work better Decrease the amount of time or effort required to do something Make something easier Increase visibility or access to information Improve communications or connectivity Improve the performance of systems, processes, or people Improve the reliability of systems, processes, or people Business Value • Revenue • Costs • Delivery of services Improve revenue, market share, close rate, conversion rate, profitability etc. Decrease cost of goods sold, inventory costs, labor costs, etc. Decrease risk Improve decision-making Decrease product delivery time Improve the delivery of services Improve product quality Improve customer satisfaction Increase customer retention Personal Value • Income • Career • Workload Increase personal income, bonuses, commissions, etc. Decrease personal expenses Create opportunities for career advancement Increase recognition for performance Decrease workload Decrease stress level Increase level of happiness Improve work/life balance Improve personal relationships ADVANCED BRAINSTORMING
- 17. PRODUCT The SMART SalesSystem TARGET • For each improvement, there is an opposite problem that is resolved. • What is the opposite of the improvement? • What problem goes away with the improvement? • What problem starts to happen if this improvement is not provided? VALUE PAIN IMPROVEMENTS • Make it easier to teach reps what to say • Decrease new hire ramp-up time • Improve the performance for every rep on the team • Make the training department look great CHALLENGES/CONCERNS • Difficult teaching reps everything they need to say • Takes a long time to get reps ramped up and producing • Not enough reps performing well • Training does not get enough credit FOR SALES TRAINERS
- 18. Technical Pain • Processes •Systems • People Tasks are manual and time-consuming Things are not working well It takes a lot of time or effort to do something Current processes are difficult It is difficult to see what is going on and access information Connectivity or communicating is difficult Performance of systems, processes, or people is not what it needs to be Reliability of systems, processes, or people is not what it needs to be Business Pain • Revenue • Costs • Delivery of Services Difficult to find ways to increase revenue, market share, profitability, etc. Difficult to close sales and leads Conversion rates are not what they need to be Decision-making process is slow and not as good as it needs to be Difficult to decrease cost of goods sold, inventory costs, labor costs, etc. Long product delivery time Poor product or service quality Customer satisfaction is not what it needs to be Customer retention is not what it needs to be Personal Pain • Income • Career • Work Environment Not making enough income, bonuses, commissions, etc. Lack of financial strength Need to get promoted or advance career Not getting enough recognition Working too much or too much of a workload Job is extremely stressful and chaotic Not a good work/life balance Not happy ADVANCED BRAINSTORMING
- 19. PRODUCT The SMART SalesSystem TARGET • For each pain point the product fixes is a question that could be asked. • What question could we ask to see if the prospect has each challenge or concern? VALUE PAIN QUESTIONS CHALLENGES/CONCERNS • Difficult teaching reps everything they need to say • Takes a long time to get reps ramped up and producing • Not enough reps performing well • Training does not get enough credit FOR SALES TRAINERS PAIN QUESTIONS • How difficult is it to get reps to know what to say and ask? • How do you feel about the time it takes to get sales reps ramped up and producing? • How much of a priority is it to get reps performing better? • How important is it to get more recognition for the training department?
- 20. Try to UseOpen-Ended Questions Try to avoid starting questions with “Do you have…” • Technical Pain: Trouble sleeping at night. • Pain Question: Do you have trouble sleeping at night?
- 21. “How Do YouFeel about…” Questions • How do you feel about the quality of sleep you get at night? • How concerned are you about getting quality sleep at night? • How happy are you with your ability to get quality sleep at night?
- 22. “How Important IsIt for You…” Questions • How much of a priority is it to find new ways to increase your website traffic? • How important is it to find new ways to increase your website traffic?
- 23. Yes/No Questions • Doyou currently have a system in place for error scanning? • Have you ever had trouble synchronizing data across systems? • Is your process for transferring sales data manual?
- 24. PRODUCT The SMART SalesSystem TARGET • Currently have what you sell? • Current vendor/provider • Current systems and processes • People in the organization • Current contracts and expiration dates • Size details – number of sites, people, systems, etc. • Current performance/stats (technical, marketing, financial, etc.) • Last time evaluated other options VALUE PAIN QUESTIONS CURRENT STATE QUESTIONS • Are you all using any type of sales script or sales playbook? • Do you use any type of sales methodology? • Do you provide sales training to your sales staff? • Do you have a new hire onboarding training program? • How many sales reps do you have? • Are you doing any type of cold outreach? • What is your sales staff turnover rate? • How long does it take to get reps ramped up and performing? • When was the last time you looked at improving your sales training? FOR SALES TRAINERS
- 25. The SMART SalesSystem CUSTOMER EXAMPLE • Someone have we helped? • What problem did they have? • What did we sell to solve that problem? • What are two improvements we helped to influence? PRODUCT TARGET VALUE PAIN QUESTIONS CUSTOMER EXAMPLE • Customer: a sales trainer at a software company • Problem: Difficulty getting their reps to learn the pitch • Product: The SMART Sales System • First improvement: Made it easier to teach reps what to say • Second improvement: Improved performance for every rep on the team FOR SALES TRAINERS
- 26. The SMART SalesSystem FEATURES • Web-based sales script generator • Sales script library • Sales role-play software • CRM and email automation • Sales training program • Sales consulting and coaching DIFFERENTIATION • We are the only sales tool that helps with what to say • We are a true consultative selling approach • We provide the only AI-driven sales role-play software FOR SALES TRAINERS IMPROVEMENTS • Make it easier to teach reps what to say • Decrease new hire ramp-up time • Improve the performance for every rep on the team • Make the training department look great CHALLENGES/CONCERNS • Difficult teaching reps everything they need to say • Takes a long time to get reps ramped up and producing • Not enough reps performing well • Training does not get enough credit PAIN QUESTIONS • How difficult is it to get reps to know what to say and ask? • How do you feel about the time it takes to get sales reps ramped up and producing? • How much of a priority is it to get reps performing better? • How important is it to get more recognition for the training department? CUSTOMER EXAMPLE • Customer: a sales trainer at a software company • Problem: Difficulty getting their reps to learn the pitch • Product: The SMART Sales System • First improvement: Made it easier to teach reps what to say • Second improvement: Improved performance for every rep on the team CURRENT STATE QUESTIONS • Are you all using any type of sales script or sales playbook? • Do you use any type of sales methodology? • Do you provide sales training to your sales staff? PRODUCT TARGET VALUE PAIN QUESTIONS CUSTOMER EXAMPLE
- 27.
- 28. Cold Call Script VALUE POINTS PAINPOINTS PAIN QUESTIONS CURRENT STATE QUESTIONS CUSTOMER EXAMPLE PRODUCT OPEN CLOSE
- 29.
- 30. Cold Email Campaigns Email#1 Email #2 Delay (1 or 2 weeks) Email #3 Delay (1 or 2 weeks) Email #4 Delay (1 or 2 weeks) Email #5 Delay (1 or 2 weeks) Email #6 Delay (1 or 2 weeks) VALUE POINTS PAIN POINTS PAIN QUESTIONS CUSTOMER EXAMPLE PRODUCT VALUE POINTS
- 31. Voicemail Messages Voicemail #1Voicemail #2 Voicemail #3 Voicemail #4 VALUE POINTS PAIN POINTS CUSTOMER EXAMPLE PRODUCT
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- 34. Sales Tools (Scripts) CallScripts Email Messages Voicemail Scripts Objection Responses Meeting Scripts Sales Presentation Sales Message (Sales Pitch) Product Target Buyer Type Value Points Pain Points Questions Customer Examples Sales Tactics and Processes (Tips) Cold Calling Cold Emailing Voicemail Strategy Objection Handling Dealing with Gatekeepers Meeting with Prospects Qualifying Sales Process Networking Closing Level 1 Level 2 Level 3
- 35. Module 1: Introductionto SMART Module 2: Consultative Selling Module 3: Sales Message Module 4: Sales Scripts Module 5: Sales Process Module 6: Cold Calling Module 7: Cold Emailing Module 8: Voicemail Module 9: Connecting Module 10: Objections Module 11: Gatekeepers Module 12: Qualifying Module 13: Appointments Module 14: Closing Module 15: Rapport Module 16: Mindset
- 36.
Editor's Notes
- #17 The value that we deliver can typically impact our clients on three different levels. At the lowest level, we offer technical value. These are the benefits and improvements that we can deliver that make things work better and are realized in the areas of processes, systems, and people. Examples are helping a business to save time, automate certain tasks, improve performance, improve reliability, etc. As a business begins to realize value at the technical level, those benefits will trickle up and be realized at the business level and be seen as a decrease in costs, increase in revenue, or decrease in risk. For example, if manual processes are able to be automated, that will lead to a decrease in the labor that is needed and as a result, there could be a decrease labor costs and this is an example of realizing business value. When we help clients to realize business value, that can also continue to trickle up to impact the clients on a personal level and be realized in the form of recognition, compensation, decreased work load, etc. For example, if processes are automated and that decreases costs, that could lead to a promotion for the person that is responsible for that area. Or they could get an extra bonus for the year. Or maybe it means that they no longer have to work over the weekend and are able to spend more time with their family and this is realizing personal value. So when your clients consume your products and services, they are likely going to realize some sort of value and benefits in these three areas.
- #19 Now let’s dig a little deeper into what pain can look like. There are actually three levels of pain. At the lowest level, you have technical pain. This is when things are technically not working well or could be better, and can be often found at the areas of systems, processes, or people. When pain is experienced at the technical level, that will usually trickle up and cause pain at the business level. This is where a prospect begins to feel negative impacts in the areas of revenue, costs, and the delivery of services. The pain does not stop their as it can continue on work its way up to impact your prospects at a personal level. This is when the technical and business pain starts to impact the individuals in areas like workload, compensation, job security, career growth, and even spill over into their personal life as well.