“Craft that messaging appropriately and work hand in hand with marketing to make sure it’s on brand and relevant, but also with sales to make sure that it’s actionable” – Chet Lovegren in today’s Tip 1681
Are you creating intentional messages?
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Transcript
Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Chet Lovegren. With over a decade of sales and sales leadership experience, Chet challenges companies to take a holistic look at their revenue bleed and provides a prescriptive approach. His customers have raised $100M+ in VC funds and he has personally trained and coached 1,000+ students in his sales and leadership programs. Here he is:
Chet Lovegren: Right now, message, resonance, and consistency in both email outreach and on cold calls is missing the mark. I’ve worked with a lot of companies this last year, and it’s no secret that there are fewer dollars to be spent on marketing and sales efforts to acquire even fewer dollars being spent by prospective customers on our products and services. And so you have to make every touchpoint count. You have to be intentional. It’s not about doing 15 touches over 20 days because that’s what we’re supposed to do, or that’s what a white paper told us, or a thought leader told us, or I have to do 8 emails and they have to be like this, or five calls and they have to be like this.
Unfortunately, I’m still to meet a marketing and sales team that align on this in a way that provides actionable messaging to their prospects in a way that’s not only relevant but resonates on a consistent basis. Let me clarify, relevance and resonance are different. Relevance has a lot to do about timing. What are those current state triggers or the reason for our outreach. And resonance is more about drawing the impact of that problem that I, the customer, and most likely facing that you, the seller, can educate me on as a subject matter expert and the desired future state that I, the customer, can achieve by working with you.
This in turn solves the big questions of why me? Why us? Why now? Which it feels like every sales manager in the world is banging their head against the table trying to get their reps to figure out how to deliver that messaging. And so if you know who your buyer personas are and you know the value propositions for each buyer persona for the product or service that you’re leading with, it’s a great start, but you have to get more intentional. And one of the ways I like to solve this is by working with an AIDA framework. That’s what marketing typically uses when they’re doing mass marketing campaigns. It’s awareness, interest, desire, and action. I like each piece of my correspondence to follow that methodology, whether I’m making a cold call, sending an email, doing a LinkedIn, social touch, or sending a video email because I’ve gotten some email activity on previous emails I’ve sent, like an open, a forward click, or a download.
This is important because you’re creating a prospect journey of you reaching out to that prospect. We start with awareness. Do you know who I am, what I do, what I solve for, and why it’s important interest. Are you interested in potentially cutting costs or making more money with a solution like ours? Desire. That’s where you leverage some social validation that it can be done. Hey, I’m not just saying this. This has been done. We are the subject matter experts. And then the action. Hey, leading up to this point, I’ve raised a lot of awareness. I’ve shown you some ways that you can increase your essentially ROI using a tool like this. Or if you’re not interested in making more money, at least save money using it as an efficiency tool.
At the end of all that, I’ve also validated that it works with plenty of people in your space that are relevant, action by association. It’s time to go. Are you ready or not ready to take that next step? So if you can craft that messaging appropriately and work hand in hand with marketing to make sure it’s on brand and relevant, but also with sales to make sure that it’s actionable, but that’s how you create perfect alignment that helps make every touch point count and actually creates intentionality and isn’t just doing 12 to 15 touches over 21 days because that’s what we read on LinkedIn.
Scott Ingram: For links to connect with Chet, just click over to DailySales.Tips/1681. Once you’ve done that, be sure to come back tomorrow for another great sales tip. Thanks for listening!