Sales messaging is most effective when aligned with a company’s core competencies. In the first two installments, I talked about how to align sales messaging with your company’s products, and how to effectively integrate aligned messaging into your marketing plan. In this article, I am going to talk about aligning customer service with your company’s messaging. There is such a thing as too much customer service for your company, and there is such thing as not enough. How do you find the right balance for your company and your customers? To know what works, we can learn from companies that have found the right balance as a price leader, an intimacy leader, and a feature leader. We can examine their solutions to see if they are a good fit for your company.
CEO: Taming the sales forecasting challenge
If your revenue projections are unreliable and causing you fits, spend a little time reviewing the source data for your forecasts. Understanding where the data comes from and how it is factored before it hits your desk, will give you better insight into the process that leads to your forecast and the ability to alter the process.
Being a salesperson requires being an optimist. Regular rejection and the pressure of hitting sales quotas means a salespeople have to believe in what they are doing. Keeping your salespeople optimistic is paramount, and relying on their predictions of sales revenue requires some filtering.
As CEO, revenue is always on your mind. As your company grew you have seen some great salespeople. They were critically important in the early days and now it’s tough to find more like them. Stop looking! Building a consistent, highly performing sales organization is more about processes and management than it is finding the next superstar salesperson.
When I first started selling I admired the star salesperson. The confidence, the artful way they applied their craft, the perfect phrasing and the ability to handle objections effortlessly. The spectacle was just as impressive to watch as any great actor on stage. I dreamed of becoming THAT salesperson, and I did.
This is the second installment in the Sales Messaging Strategy Consulting series, emphasizing the alignment of sales messaging with product development. I cannot emphasize enough how important it is to align selling strategy with sales messaging. The three ways to win in a market are by being the dominant price leader, intimacy leader, or feature leader. If you are unfamiliar with these terms, I invite you to learn more in our BLOG library. Once you know which category your company is best suited to compete in, every part of your corporate strategy needs to match: Sales, Marketing, Product, Customer Service; Everything.
I cannot emphasize enough how important it is to align selling strategy with sales messaging. The three main was to win in a market are by being the dominant a price leader, intimacy leader, or feature leader. If you are unfamiliar with these market strategies, I recommend you first read our explanatory in The Right Sales Messaging. Once you have picked which category your company is best suited to compete in, every part of your strategy needs to match: Sales, Marketing, Product, Customer Service; Everything. In this article we are going to discuss how this strategy needs to be applied to marketing efforts.