8 Guidelines for Successful Messaging
May 21, 2012 Leave a comment
Are you struggling with creating messaging and supporting content that truly gets prospects and clients to purchase your B2B technology product or solution? If you are then I’ll share with you 8 guidelines that I have used to keep me on track and focused.
1. Understand your target market and focus your efforts on doing everything you can to succeed. Get intimate knowledge of the TDM (technical decision makers), BDM (business decision makers) and other key stakeholders that will be involved in the evaluation and selection process. Get a handle on what their typical sales cycle and process is that they are progressing through in order to make a purchase decision.
2. Get familiarized with your competitor’s offerings and how they are positioning their offerings in your target market. Get a good understanding of what your prospects are being told, being pitched and reading. Also, evaluate alternative competitive technology offerings that serve the needs of your target market.
3. Understand all aspects of your client’s problems, pains, underlying issues, concerns and challenges. Put yourself in their shoes and think about what is it that they are trying to accomplish and how they will address the needs and issues they are facing. Also, take the opportunity to present issues and challenges that they might not be aware of.
4. Map out your product’s major capabilities and features towards how they will address and solve the customer’s problems, issues and challenges. I like to think of it in terms of the problem solving capabilities of the product and what it will resolve and do for the client.
5. Answer all of the Why, What, and How questions? Too often companies fail to clearly outline and answer all these questions. Why should I purchase your solution over a competitor’s? Why is your enabling technology and approach better at addressing my problems and issues? What is it, what will it do for me, and where will it take me? How and Why does it have superior problem solving capabilities over your competitors. Analyze and figure out where the gaps are and where the crucial areas of differentiation exist.
6. State the Full Impact of your product or solution that is relevant to your technical & business decision makers and key stakeholders. What will they receive by utilizing your product? Think about all the applicable technical and strategic benefits derived from your solution. Also consider all the desired state changes, technical outcomes, technical value, and business value.
7. Have the Right Mindset. Think and act as a Trusted Advisor and Problem Solver for your prospects and clients. Doing this will allow you to better relate to your client’s issues and position you to be trusting and credible.
8. Stay Connected with your Prospects & Clients. Gather, assess, reinforce and validate your messaging and supporting content by making field visits with clients, prospects, direct sales personnel and your indirect sales force. Practice what you preach and go have those engaging discussions that are based on your messaging and supporting content.