The first step to sales messaging is to put together a value proposition. Now the value proposition isn't always perfect at first but it explains who you are, why you are relevant, how your offering is a solution to a widespread problem and why a customer should trust you.
In establishing who you are, you are essentially knocking on the door the same way a salesman would. You may introduce yourself as a person or a representative of the company. Introductions are usually coupled with some phrase or sentence that helps you connect with your audience. For example, "Hi Tom, my name is John Smith, and I'm with Acme Company. I noticed you were a member of a LinkedIn group that I also joined three years ago."
This type of introduction helps you establish your identity and also a connection that can trigger some questions from your potential buyer. You want to trigger questions, as the more you engage with a prospect, the more information you can relay to them. Now the next step in this process is to establish your intent and deliver a message that resonates.
The most important piece of a golden pitch isn't to wow your customer and make them throw money at you. The idea of a golden pitch is to build trust and establish yourself as the expert in that field. You are working on building a relationship where you can relay information to them, and they can learn from you. Educated buyers make better buying decisions and often you can convince a customer to pick your product over a competitor simply because you have educated them on the process better than your competitor.
The only way a golden pitch can establish a sense of trust and integrity is to be consistent. Your messaging must be consistent across the board meaning your business cards, your website, your voicemails must all convey a very similar message that helps brand you along with your product.
If you can synonymously identify your product solution with a widespread challenge that your customers want to be addressed, you will always get a callback. The reason is, they will always look for your product and your service to be the expert in that field.
Shane Bohannon is now the Chief Executive Officer and owner of his travel company, Global Concepts
In establishing who you are, you are essentially knocking on the door the same way a salesman would. You may introduce yourself as a person or a representative of the company. Introductions are usually coupled with some phrase or sentence that helps you connect with your audience. For example, "Hi Tom, my name is John Smith, and I'm with Acme Company. I noticed you were a member of a LinkedIn group that I also joined three years ago."
This type of introduction helps you establish your identity and also a connection that can trigger some questions from your potential buyer. You want to trigger questions, as the more you engage with a prospect, the more information you can relay to them. Now the next step in this process is to establish your intent and deliver a message that resonates.
The most important piece of a golden pitch isn't to wow your customer and make them throw money at you. The idea of a golden pitch is to build trust and establish yourself as the expert in that field. You are working on building a relationship where you can relay information to them, and they can learn from you. Educated buyers make better buying decisions and often you can convince a customer to pick your product over a competitor simply because you have educated them on the process better than your competitor.
The only way a golden pitch can establish a sense of trust and integrity is to be consistent. Your messaging must be consistent across the board meaning your business cards, your website, your voicemails must all convey a very similar message that helps brand you along with your product.
If you can synonymously identify your product solution with a widespread challenge that your customers want to be addressed, you will always get a callback. The reason is, they will always look for your product and your service to be the expert in that field.
Shane Bohannon is now the Chief Executive Officer and owner of his travel company, Global Concepts
