While struggling with a cold this week, I thought of a company that has a great sales and marketing message and that is because they focus solely on the pain that they fix.

This example that I thought of is NyQuil. Take a quick look at their main tagline:

NyQuil: the nighttime sniffling, sneezing, coughing, aching, stuffyhead, fever, so you can rest medicine.

What is great about this statement is that all it does is outline the pains that NyQuil resolves. If you have one or all of these, you will be able to recognize quickly that NyQuil is what you need.

 

Applying this to Sales
While this example is more of an example of product marketing messaging in the B2C world, we easily use this example to help with our sales messaging.

This can be helpful reminder as we can often forget to focus on or talk about prospect pain. We either forget to go there or we can end up getting hung up on just talking primarily about our products and all the great things they can do.

You can easily have the same approach that you see in the NyQuil tagline in your sales messaging and that can help you to clearly communicate to prospects how you can help and that you are the right solution.Here are a few easy steps that you can take when building your pitch:

 

Identify the pain you help to resolve
It starts with figuring out the pain points that you help to resolve. You likely know these already or should at least have a good idea of some of them.

One thing to keep in mind in B2B selling is that you will typically resolve different pains for the different audiences that you sell to. If you can sell your product to companies in both the manufacturing and retail industries, you will likely resolve different pain points for those different audiences.

And the pain points can be different inside of a prospect’s organization. Meaning that an executive will likely have different pain points than a front-line manager. Or when you cross over from one department to another, you may notice that you help to resolve different pain points for Operations than you do for IT.

Try to build a list of the pain points that you help to resolve for the audience that you are prospecting to. You could use the same list for everybody or you could get a little more granular by creating lists that have pain points that are specific to the prospects that you are talking to.

 

Incorporating pain into your messaging
Once you have you’re your pain points identified, you can different statements to use in your sales messaging. Here are some examples:

I am with SalesScripter and we help sales managers to shorten the ramp up time for new sales resources, improve under-performing resources, and decrease sales staff turnover.

When I talk with other sales managers, they often express challenges with it being difficult to get new sales hires ramped up, tough to get under-performing resources on the right track, and sales staff turnover is higher than it needs to be. Are you concerned with any of those?

If a prospect has any of those pains, saying something like that should grab their attention and lead to a conversation. If the prospect does not have those pain, this talk track will likely not lead anywhere and that is OK because that is not a qualified prospect as they do not need what you have to offer.

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