[This is part two of a six part series on the questions you should be asking yourself--not customers--but yourself. The main article appeared in early August: The Questions You Should Be Asking Yourself.]
Have been thinking about the idea of “how do we better communicate our value?” lately. Was interviewed by David Frey’s group for a sales mastery program–and spoke with my friend John Hirth at Selling Dynamics.
It seems the question always turns to “message.”
What Should My Message Be?
It should be a) focused on the prospect (not on your company and your products), b) focused on the pain they might feel (from your experience) and c) join the conversation already going on inside the prospect’s head/company.
But the reality is that unless you know what their issues/situation is, then you have no idea what your message should be.
So before you rush to creating your message, slow down a little and decide how you bring value to your clients. That will help you communicate a compelling message.
A compelling message is only compelling if it speaks to the heart of the prospect’s problem.
