Strategic Sales Messaging

Regardless of the resources applied and the promotional materials developed for the sales force, in essence sales success for organizations boils down to what happens when the sales representative is in front of the customer. To be effective, sales representatives need to deliver a strategic sales message on every call. Delta Point helps provide that essential understanding of how to effectively engage customers with strategic sales messaging.

When Delta Point works with a brand team on strategic sales message development, our focus is how to optimize the brand performance by concentrating on what will bring the desired results—what words or combination of words will most likely resonate with the customer during any part of the sales conversation and bring your marketing message and your marketing resources to life. We also place a premium on the “economy of words” necessary to be compelling since time with customers is precious.

Our experience is that words matter. Take for example these two questions:

• “Is safety important?”
• “How important is safety?”

Even though the sales representative may emphasize safety, the difference in messaging is what will drive sales results. The first question requires a simple “yes” or “no” response and can be answered by a passive listener. The second question evokes some thought and requires the listener to be actively contributing to the conversation. This is the key to strategic sales messaging. Delta Point helps address that gap between receiving the sales aid and knowing how to message to bring the sales aid to life.

Marketing’s role is to develop promotional assets to use as tools to aid the sales representatives’ communication in the field and to reinforce those messages that will resonate with the customers. The challenge exists after the marketing assets have been delivered to the field. Often there is not incredible clarity as to what excellence looks like in communicating these individual assets with words—words that resonate and change behavior. That is where Delta Point provides value.

It is unrealistic to expect an entire field organization (no matter how small or large) to understand excellence organizationally unless they have seen what it looks like. Therefore a focus on strategic sales message development makes sense because in any marketplace dynamic what the sales representative says in front of the customer has a huge impact on sales results. Strategic sales message development is most significant when a company finds itself in the following situations:

• When launching a product and cannot afford to fail
• In a highly competitive marketplace where the customers’ perception of your brand is not dramatically different from other options
• When the promotion of your brand involves complex message(s)
• When you are experiencing competitive intensity that your sales force is having difficulty dealing with

Delta Point’s success in obtaining demonstrated brand sales results and sales effectiveness is demonstrated by the duration of our partnership with our clients. Because the marketplace is dynamic and constantly changing, our average brand engagement is five years. There is the continuous introduction of new assets that require messaging and new insights that need to be shared with the field on an ongoing basis. Quite frequently, specific new challenges or threats arise that need to be dealt with in real time. All of these factors explain why a partnership with Delta Point results in a better approach for strategic sales message development, attained through uniting the (at times disparate) teams of sales, marketing and training in the objective of creating a culture of sales excellence.

Testimonials

“I have some outstanding feedback on your program in Chicago from my attendees. All of them said it was the most worthwhile sales training they have ever received. I have already seen a difference in their approach to offices. Thanks so much.”-Nate Dingle, Roche DSM

“You are the most impressive sales consultant I have ever met in my over 20 years in the business. I am so impressed how you have boiled the art of selling down. You are the very best and every company would be crazy not to hire you for everything they sell and for every sales leadership team they have.” -Walter Maguire, Division Sales Manager

“Many thanks for the very inspirational and highly effective presentation that you did for the Triax team. Your insight into the selling process is unrivaled. I believe that you provided us with a defining moment that will spark a cultural change in our sales force.”-Leonard Mazur, COO, Triax Pharmaceuticals

“Our partnership with Delta Point has contributed greatly to our success. The Delta Team has done a fantastic job of working with us to train our organization on this new selling philosophy and helping us create compelling sales messages which our sales organization has embraced. Since our work with Delta Point began, our sales have consistently increased—despite significant competitive activity.”-National Sales Director

Click here to arrange for a consultation to learn more about what Delta Point can do for your company.

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