How to Design a Successful Message

If you’ve been following our recent sales blog series “Building a Successful Inside Sales Process,” you’ve already decided who you would like to sell to and what data you are going to collect about them. Now, you need to know what you will say when you get a hold of them. We will discuss the prospecting steps to reach the decision maker in our next blog but before you do, you must be prepared to deliver your message.

We like to call this a word track, not a script. If you use a script, your prospect will likely be able to tell and they may hang up on your before giving you a chance. Reading from a script is impersonal and boring, so it is no surprise that a prospect would assume that the call is not worth their time. The way to avoid this is to be prepared and know exactly what your key messaging is. Everyone is different, so you can’t expect that the same exact message will resonate with everyone. But with a deep understanding of your messaging, you can customize your conversations based on your prospect’s answers and personality. Creating a word track or a simple guideline will help you make the conversation flow, without sounding scripted.

There are 5 steps to creating a good word track. I will define each of them below –

  1. Acknowledgment –Recognize that you are interrupting them and let them know you will be brief.
  2. Introduce yourself – Tell the prospect your name, your position and what company you are with, then let them know how great you are, ex. “My name is John and I’m the Executive Sales Manager at Abstrakt. We are the leading business development company in the United States.”
  3. Initiative – This is the reason for your call, for example “The reason I’m calling you today is that we specialize in helping business grow their company by building a sales pipeline and you are on my short list of companies that I know would benefit from this.”
  4. Objection takeaway – You should already know the most common objections that you will get. So why not remove them from the start? Here is an example of an objection takeaway – “Most people I talk to say they already have this covered, but what they have found after talking with us is that we have been able to significantly help them grow their bottom line revenue by reaching more prospects in the market, which has resulted in increased profitability for their company”.
  5. Bridge to Discovery – Finally you want to find out if they currently have a provider for your product or service. For example, “How do you currently manage your inside sales?”

You are now on your way to setting appointments, our next blog will show you how to manage the process of contacting prospects through multiple marketing channels.