In this video, we outline a step-by-step process 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. Moreover, we are creating the core set of talk tracks and questions that can later be used 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.
Step 1 – Pick the Product
The first step in building a sales message is to pick the product you are selling or identify the product you are trying to sell. This may be very clear to 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.
Step 2 – 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.
Step 3 – Identify How You Help
The next step in building a sales message is to brainstorm the different ways your product or service benefits the target audience. 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 enable you to answer the question, “What is in it for me?”
Step 4 – Identify the Pain Points You Solve
The next step in creating a sales message is to identify the pain points your ideal customers have that you can help them address 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.
Step 5 – Create Good Questions to Ask
The best salesperson is the one who asks the best questions. The next step in building a sales message is to create a list of questions to help you identify whether the prospect has pain points your product or service can help solve.
Step 6 – Create a Customer Example
The last step in this process for building a sales message is to create a short story of a current or past customer you help helped with your product or service.
