One message is better than ten
In recent Sales-oriented work, we’re reminded of how important and difficult it is to create a compelling message; especially if delivering in person. In our experience, that delivery is more effective and enthusiastic with one compelling message instead of ten so-so messages.
Everyone wants to create compelling messages, no doubt. Creating the “best” message and starting with a pen and blank paper (or finger and iPad) can feel futile. And we find that because this is so difficult, a common next step is to create as many maybe messages as possible. Think of a maybe message as something that may interest some, may be believed internally by some, and may create some skepticism. A generic maybe message could be: We are the global leader of providing thought leadership on credit default swaps.
- Maybe someone finds that interesting.
- Maybe half the people internally believe that.
- Maybe numerous colleagues, clients, & prospects raise an eyebrow.
Often a message like the above is crammed in with other similar ones.
I’d suggest that Sales & Marketing are better off creating one great message and support points. That may make delivery much more effective. Imagine an introductory sales meeting with an unqualified lead that started with: “I’m only here to tell you one thing.”
I know, I know – the devil is in the details. But we’re here to help.