five steps to Great sales messaging

THE 5 C’S OF GREAT SALES MESSAGING​

6:36. That's how long it takes to read this article. Yes, I timed it. Milage may vary, but that isn't much time for the value I think it packs. Any kind of persuasion (sales, marketing, communications, etc.) will benefit from this 5 C framework. Think of it as a "superfood" for selling. What have you got to lose? 6:36? That's a small, calculated gamble. Go ahead, invest the time. If you regret it let me know and I'll make it up to you.
David Paull
Sales Geek

You’re passionate about what you sell. You know how good it is and what problems it solves. You make the calls, send the emails, and have the meetings. You close sales, sure, but something’s just a little off. 

You keep getting the same objections. Or you’re having trouble overcoming some unfavorable perceptions about your company. 

Or you’re not getting as many meetings as you want or closing as many sales as you need. It’s discouraging, but you press on. 

Does any of this ring true? If so, you’ve come to the right place.

Sales messaging is tricky business. Every buyer is different. They have different motivations, different fears, different restrictions, different measures of success. Yet your messaging has to resonate with them in order for things to progress. 

How the heck do you handle something like that?

Well, it helps to have a framework because a framework gives you structure while still leaving room for improv. A framework establishes the rules; the best practices. 

Get those right and the rest is open for you to riff. 

 

ONE OF THE FRAMEWORKS WE USE ARE THE 5 CS OF OPTIMIZED SALES MESSAGING. 

THESE ARE THE FIVE “RULES” THAT ARE NON-NEGOTIABLE. 

ONCE YOU’RE SURE THOSE ARE IN PLACE, IT’S OFF TO THE RACES. LET’S CHECK ‘EM OUT…

Here's How to put this framework into action:

1- CAPTIVATING—Isn’t that a great word? Can’t you just feel what it means? To be captivated by someone is an intense experience. It’s a “you had me at hello” kind of vibe. BAM! Right between the baby blues. Practically speaking, it’s the way you hold someone’s attention those extra few seconds needed for them to further engage.

For example, let’s say you sell something that will save people time. You could start out with something like:

Did you know that for every 10 minutes you spend trying to solve XYZ problem you lose .003% of your life?! What would you do with those 600 seconds back time and again?

Why is this captivating? Well, for a couple of reasons:

  1. The notion of 10 minutes is commonplace. Most people think nothing of it. But put it in terms of a percentage, or 600 seconds, and you’ve reframed it and broken a common pattern.
  2. The behavioral economics principle of Loss Aversion tells us that losses loom twice as large as similar gains. Meaning, it’s twice as annoying to lose 10 minutes than it is pleasant to gain 10 minutes. Rather than saying your offering will save them 10 minutes, you’re saying it will prevent them from losing 10 minutes, which is likely much more powerful.

2- CLEAR—If you confuse ’em, you lose ’em. ‘Nuff said. OK, I’ll say a little more. This is where all your knowledge and enthusiasm and facts and figures will trip you up. It’s as clear as Baccarat crystal in your head and as muddy as Bear Grylls’ boots to the other person. Put yourself in their shoes (or boots…see what I did there?). If you were them and didn’t know everything you know, would you track with everything being said?

For example, let’s stick with the notion of saving people time and you could say:

By reducing the process from five steps to two steps, your staff will save 10 minutes every time they perform this task.

Nice and clear, right? You also leave the door open for them to ask you to tell them more about that. Ah, now they’re curious. THUNDERCLAP! On the other hand, you could have confused them and slammed the door with something like:

“Normally your staff has to do this first step and that takes X minutes. Then the next two steps take Y minutes and require they log out of the Nimbus 2000 and into the Nimbus 3000. Then they have to log back out of the Nimbus 3000 and walk down the hall to Sally and she has to spend Z minutes on the last two steps.” 

Uh? Wait, who’s on first? See, none of that matters. You know what matters? Saving them 10 minutes—600 seconds—.003% of their life. Focus on that and strip away all the other stuff. Again, if you get asked to explain further you know you’re doing something right.

3- COMPASSIONATE—Another great word, right? When you think of professionals who are compassionate who do you normally think of? Go ahead, run through the list in your head. Did “salesperson” come to mind? Either a) NO or b) you’re lying!

Now, let’s explore why not. After all, salespeople exist to help you buy something you want or need in order to solve a problem or fill a void. You want/need it; they’ve got it for you. Sounds helpful, right?

The problem is that too often salespeople are focused on what they want (more sales, faster close, higher price) and not what the prospect wants (someone who gets me, offers me the best solution, at a price that makes sense for me, and will make me look good). When you flip the script and first show compassion for your potential customer, you’ll become more aligned with what’s important to them and thereby what will make them more likely to work with you.

Like your fellow team leaders you surely need to cut back on overtime costs and are also always looking for a bump in employee satisfaction. With this solution you'll not only save time (and money), but your employees will also thank you for streamlining the process and making their lives easier.

Let’s unpack that one:

  1. By understanding their need to cut back on overtime and boost employee satisfaction you show that you get them and what some of their challenges are. Is that compassionate? I think so!
  2. I tossed in a little bonus there. “Like your fellow team leaders…” puts them in a tribe mentality. As renowned marketer and best-selling author Seth Godin wrote in his book Tribes, “People like us do things like this.” You’re reminding them that they’re not alone and that their peers have this problem and need to solve it just like they do.

4- CREDIBLE—From our work we know that potential customers can smell B.S. from a mile away. And it’s not only from total pasture patties.

Even real people, telling real stories, can come across as less-than-credible if they’re too scripted or too polished.

Or, if you 100% believe what you’re saying, but your company’s reputation says something different.

That’s why attorneys regularly run mock trials to test attorney presentations and witness testimony.

Of course those people will always tell the whole truth (right?), but will they come off as credible? What about the way they say it? Or their body language? Or how what they’re saying maps to the perceptions of others?

Lack of credibility will definitely buy you a one-way ticket to Not Interestedtown.

For example, something less-than-credible might be a video of a very polished employee, sitting on a bar stool, in perfect lighting, and reciting what they memorized from a script.

Far more credible would be approaching an average employee and asking them to explain, off the cuff, why ABC was such a challenge and how much your XYZ helped. 

Real, honest, a bit raw. Now the ticket has been exchanged for the express train to Sign Me Upville!

5- COLLABORATIVE—”Oh really, you’re already sure this is what I need?” “Uh huh, I’m sure you’ll really hit that two-hour window you’re promising me.” “Right, so after I buy this you’ll be there to help whenever I need it?” 

People need to know, without any doubt, that you’re in this together. Butch and Sundance. Bill and Ted. Thelma and Louise (without the last bit). 

They need confidence that when they get stranded on that proverbial deserted island and light the flare, you’re gonna send in the rescue plane. Key to the operation is working together from the start and collaboratively working toward the right solution.

For example, we humans are wired to make assumptions. And as they say, assumptions make a donkey out of both of us. Wait, that doesn’t sound right. Whatever. The point is, no one wants to feel like you’re offering a one-size-fits-all solution. Instead, go for something like this:

Based on what you told me, we know that implementing modules 1 and 3 of XYZ will deliver the savings you need. Modules 2, 4, and 5 are great, but you don't need them right now so let's keep things simple and save you some money for now. How does that sound?

It sounds pretty freakin’ collaborative, that’s how it sounds! ANOTHER THUNDERCLAP!

6- BONUS: COOL—How can I practice what I preach without giving an extra sumpin’ sumpin’?

Once you’ve nailed 1-5 and you’re the ace of Captivating, Clear, Compassionate, Clear, and Collaborative, it’s time to sprinkle a little bit of Cool on top.

Separate yourself from the mere commoners. Knock convention on its backside. Put 17 cherries on top because one is so not rad.

The reaction you’re going for is, “Wow, that’s cool.” If you wouldn’t say it, they won’t way it. And, if they don’t say it, then why work with you versus everyone else shilling their trinkets and wares?

Be the bright spot in their day. Make them smile. Make them look good. Do the unexpected and catch them by surprise. Be Cool.

For example, hold back a lesser-known feature to talk about at the end.

  • Explain how most customers don’t use it and show why it’s so helpful.
  • Put it in the context of their business

“Wow, that’s cool.”

  • Or, invite them to do a Q&A for your blog
  • or be a guest on your podcast.

“Wow, that would be cool.”

Look, being cool is a little squishy. You do you.

Just ask yourself if you would say, “Wow, that’s cool,” if it were presented to you. If not, keep on truckin’.

Well, there you have it.
  • Are you pumped?
  • Do you see the power of these 5 (6) Cs?
  • Are you ready to get after it?

I hope so.

I’d also love to engage with you so please reach out and contact us.