SALES-READY
MAKE IT HAPPEN !
JOHN BARROWS Sales Training Contributing Columnist
hen I first started selling , I had a lot to learn . My first sales role was for a growing MSP , and I was making 400 cold calls a week . If I had been smarter about testing different approaches , I would have found success a lot faster . That ’ s why I eventually got into the business of sales training ; I wanted to help others learn the lessons I wish I had learned earlier .
One of the first things I learned was the difference between sales-ready messaging and marketing messaging . I left voicemails that said , “ Hi , this is John Barrows . We ’ re the leading provider of managed IT … blah , blah , blah .” My calls were so bad . I then realized I saw more success when I messed up the script and said “ We fix computers .”
What I learned from those mistakes was that , while being a leading provider is an accomplishment worth mentioning , it ’ s not what your prospects care most about . Instead , we had to find a true pain point , which was usually their IT infrastructure .
There ’ s a difference between sales-ready messaging and marketing messaging . Unfortunately , too many MSPs and VARs still don ’ t understand the distinction . The unintended consequence is that they hurt their sales team ’ s prospecting efforts .
Marketing Messaging vs . Sales Messaging
Marketing messaging typically focuses on the overall features and benefits of a solution , including requisite buzzwords like “ transparency ,” “ synergy ,” and “ leading provider of .” Sales teams then take this messaging and put it into their emails and call scripts . As a result , sales communications often sound like regurgitated marketing speak .
The easiest way to explain the difference between marketing and sales messaging is that marketing messaging usually sounds like , “ On average , our clients see a 32 % decrease in downtime on their co-located servers .” Sales messaging is more specific . It should convey something like , “ We showed other offices in your building how to have a truly diverse co-location set-up , providing greater security .” See the difference ?
Marketing communicates a broader message . Sales-ready messaging should be specific and focused . Think of a direct-mail campaign versus a personalized thank-you note to a prospect .
To break through the noise , sales reps need to be as precise and targeted with their messaging as possible . This doesn ’ t mean templated communications aren ’ t useful , but a little personalization goes a long way . SalesLoft — a SaaS company focused on sales engagement
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