In this video, we outline a step-by-step process that you can use for building a sales message. This is a foundational step and video in our SMART Sales System sales methodology.

 

What Is a Sales Message?

Before discussing building a sales message, it is important to note that we are not discussing creating a sales script. More so, we are creating the core set of talk tracks and questions that can be used later to create your sales script, email messages, objection responses, and more.
Your sales message can become the foundation for your entire approach and strategy. Once you have the key points you need to communicate to prospects, it is very easy to figure out what to say in all of the different prospecting situations you find yourself in.

 

Pick the Product

The first step in building a sales message is to pick the product for the sales message or identify the product you are trying to sell. This may be very clear for you and an easy step. But if you sell multiple products or services, it may take a little planning to figure out which product you are focusing on, create a message for, and strategize your sales efforts around.

 

Identify the Target Audience

The next step in creating a sales message is identifying the audience you will be communicating with and trying to sell to. This is an optional step that you can skip when just getting started, as you can create a sales message that works for everybody. But if you sell to different audiences, such as industries or types of individuals, you can tailor your sales message to the interests and pain points of that audience.
This extra step can improve your ability to speak the prospect’s language and separate you from the competition.

 

Identify How You Help

The next step in building a sales message is to brainstorm the different ways your product or service helps the target audience in terms of benefits. This is one of the most important steps because the main thing your prospects care about is “What is in it for me?”

If you can answer that question, you can improve your ability to grab the prospects’ attention and build interest. And it is your product’s benefits and how you help that enables you to answer the question, “What is in it for me?”

 

Identify the Pain Points You Solve

The next step in creating a sales message is to identify the pain points that your ideal customers have that you can help to make go away by providing your product or service. If you have a list of these, then you can improve your ability to talk about your prospect’s pain points in all of your sales communications. This will help you to improve your ability to grab the prospects’ attention and build interest.

 

Create Good Questions to Ask

The best salesperson is the one that asks the best questions. The next step in the process of building a sales message is to create a list of questions to ask that help you to identify if the prospect has the pain points that your product or service can help to solve.