If your sales cycle is dragging, business development feels like an inquisition, or the perfect prospects just don’t get it…

You have a messaging problem.

When prospects have to work too hard to understand what you do, how you do it, and how it will help them, they lose interest.

Here is where things go wrong

You are too deep in your own weeds. You know your business so well that you have a hard time explaining it to someone who knows nothing about it. So, in an effort to prove your value, you over-explain everything and your prospects can’t follow along. They might seem interested, but they slowly fade away like a lightening bug trapped in a jar.

Sound familiar?

Good news – this is fixable!

Three rules for strong messaging

1) Keep it simple.

The adage “explain like I am five” applies here. Instead of:

“we do a deep dive analysis of your core messaging propositions and then assess how each is delivered across your customer lifecycle to identify friction points and recommend and develop solutions…”

Say:

“we make sure your messaging is moving your prospects in the direction you want them to go, and we have a proven process for making that happen.” (if they want to know more, they will ask.)

2) Keep it focused on the customer.

Recognize their pain points and ask questions. Instead of:

“we have 20 years of expertise designing messaging strategies for XYZ and ABC…”

Try:

“if you’re wasting time with bad leads, you can fix that with better messaging on the front end. How many of your leads are good prospects?”

3) Sell them on the outcome

Use emotion, and be specific. Instead of:

“we can get you more qualified leads”

Say:

“we can make your business development less frustrating by ensuring your messaging is clear and attractive to the exact people you want to reach, showing you how to keep that message consistent and visible, and thereby making sure all of your marketing, biz dev, and sales is firing on all cylinders.”

Make business development easier

Confused, bored, wrong-fit prospects don’t buy. Clear, attractive, targeted messaging sells. When your messaging is right, you don’t have to waste time with confused prospects.

Let’s talk about making your business development more effective.

How I can help:

• Define your brand positioning, differentiation, and messaging.
• Outline the strategy and tactics to move your business forward
• Lead your marketing team (internal or external)
• Map your customer journey and optimize each touchpoint