5 Steps to Better Sales Messages • Lillian Labs

By David Paull

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.