Sales messaging is crucial to your organization. It is used to convey your offering to prospects and walk them through the sales pipeline, whether helping to book that initial call or close a sale.
The purpose of your messaging is to clearly and accurately describe what your company does. More importantly, it should highlight how your company can solve a specific problem.
There is no one size fits all approach to sales messaging. In order to cut through the noise, you need to think carefully about how you frame your message, which parts of your company’s offering to emphasize, and how they align with the pain point of potential buyers.
It’s always best to assume that prospects will each have their own unique reaction when engaging with your messaging. With that said, it’s not possible to completely tailor your messaging for each and every person who may be interested in buying your product or service. You need to be clever, balancing the effort with the probability of sales success.
This blog will explain how to effectively monitor the performance of your sales messaging and why this is important to your organization. We’ll also discuss what techniques can be used to improve it and how live experimentation and testing can help.
But how do you effectively monitor the performance of sales messaging? More importantly, what steps can you take to improve it?
Why should I be monitoring performance?
Monitoring can equip sales reps and their leaders with a live feed of valuable insights.
In turn these can then be harnessed to improve and refocus your sales strategies. Monitoring allows you to make informed decisions based on data as opposed to steering your strategy based on assumptions from your own experience and bias.
Through a much broader lens, this process allows you to identify strengths and weaknesses, and see whether your sales team is working to help achieve the goals of your company. Monitoring performance allows you to establish KPIs, create benchmarks, and set goals for your sales team. Failing to accurately monitor this will prevent you from being able to forecast how well your team is doing or pinpoint areas where they could improve.
Sales messaging is just one part of your overarching sales strategy though, as we’ve already established, it has an important role to play. In competitive markets, you need to be able to clearly and quickly communicate how your company can solve a problem.
If your sales messaging is performing well, it will lead to more meetings and demos being booked, ultimately helping to drive customers through the funnel. Sales messaging that hasn’t been optimized can have the opposite effect, leading to lost opportunities that could eat into your revenue. Even if your solution is objectively better than those offered by your competitors, weak sales messaging can drive prospects to seek alternatives.