How should you structure messaging to increase sales? The most compelling language you can use to sell focuses on the pain points of your customers.
Most companies talk about themselves. The sad truth is that most prospects don’t care. And why should they? They’ve got their own concerns and priorities. That’s why you should align your pitch to their pain points. You must guide your prospects through the buyer’s journey.
The B2B buyer’s journey is the process of how prospects become aware of, consider, and decide to purchase a product or service. The key is to deliver the right message at the right time.
At The Marketing Blender, we have developed a proven structure for writing a B2B messaging framework that aligns your marketing to your sales efforts and leads prospects to buy.
The Blender Messaging Choreography
MIRROR — CONNECT THE PAIN POINTS
Make them feel the emotional pain of their current situation.
The pain of the status quo must be worse than the pain and cost of change. It’s critical to remind prospects how difficult the status quo can be. Assess their current challenges and demonstrate that they are not alone by giving examples from other clients and ask, “Is this what you are seeing?” Create urgency and connect via empathy (i.e., “We know how you feel and there is a way out.”) Remember: no pain, no change. So, uncover how pain flows through their organization. Problems that occur in one area will impact people in other departments and teams, often resulting in a host of issues. The deeper the pain is felt and openly acknowledged, the more the urgency they will have to buy. Uncover the full extent of the problem.
TEACH — HIT THE PIVOT POINT
Reframe the buying criteria.
When you can provide a new way to look at the current problem, you change the paradigm the buyer uses to make a final decision. It sets you apart and “tees up” your differentiation message. Teach the clients about themselves and reframe the problem. Get them to think, “Huh, I never thought of it like that before.”
PROVE — MAKE THEM FEEL IT AND BELIEVE IT
Prove your reframing through story and data.
Stories are 22 times more memorable than facts. Stories transform pain and conflict into a desirable outcome and help the prospect internalize your message. When supported with industry data or trends, the impact of your message becomes even more profound. Resonate and be memorable.
SELL — MAKE THE SOLUTION IRRESISTIBLE
Tailor your selling message to their priorities.
Having the discipline to save your value proposition until the end makes the prospect more curious and attentive. Plus, you can adapt their reactions and feedback to customize your message to their specific concerns. Curiosity will lead the audience to your differentiators.
What is the most efficient way to develop a messaging choreography?
We offer a collaborative series of workshops to walk your team through the entire process of creating a winning B2B marketing strategy, including how to write an unbeatable B2B messaging choreography. It’s how we help our clients align their sales and marketing efforts to drive growth.
“We are implementing our learnings from your presentations on how to position ourselves when value selling. The Mirror, Teach, Prove, Sell process really stuck with us. It is going really well!”
– Stephanie Parrish, Communications Marketing Lead, Byrne
Find out how our proven process can transform your impact here.
The Marketing Blender is a full-service B2B marketing agency focused on accelerating growth for clients in manufacturing, healthcare, software and professional services.
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