More and more companies are today realizing the value of good messaging. What reps say at the moment of truth has always been considered more art than science.
The need is heightened when you must navigate a complex sales process with multiple products and services to win. If your reps are more often consultants than “order takers,” and your messaging is stale, ineffective, or undefined, it may be time to invest in a 3rd party message development program.
In Part One of our series on 3rd Party Message Adoption, we will cover why companies invest in a messaging methodology.
- 3rd party sales messages from firms like Corporate Visions have common characteristics - a framework, skills and behaviors, and strategy
- Benefits include easy alignment, a well-proven plan, and standardization
- A good program should be market proven
What is a 3rd Party Sales Message?
3rd party messages, from organizations like Corporate Visions, help to lift your team’s core value propositions, pair them with proven skills, behaviors, and frameworks, and effectively deploy them across the team. The frameworks are built on familiar foundations – Conversations that Win is a great example – but the execution requires experience in the solutions that work.
A typical 3rd party messaging methodology is made up of a few common elements:
- An established, market-proven delivery framework
- Key skills that reps must learn to deliver the messaging effectively
- A strategy for execution and alignment in the field
Actual frameworks vary by methodology, but all are built to lift rep performance by ensuring a more consistent and effective experience in front of your prospects.
The differences between a professional 3rd party message development program and internally-built messaging depend on your company, yet most programs provide the same key benefits:
- They help companies get to the heart of who they are and why people should buy. 3rd party firms help “decommoditize” your products, lifting conversations from simple feature dumping to consultative, informative exercises for buyers. These firms help identify what matters about the product, and how reps can articulate this unique value in an educational manner.
- 3rd party methodologies are tested and proven in the marketplace. Because the product is the methodology and message for messaging firms, you can be assured that the particular framework is actually effective. External messaging methodologies are, by necessity, proven in their usefulness, and do not require the revision, rethinking, or even elimination that internally-developed messages can cause.
- An established framework gives you scaffolding to build upon. Messages will always be a big lift for Marketing and Sales teams, but the burden is especially high when the team must build both a template and content for the entire messaging exercise. When investing in a 3rd party framework, your team really invests in a latticework to support the content, which can either be developed internally or in consultation with the messaging firm.
- Standardization of the approach allows for easy tracking and alteration. With internal messages, the framework may be changed too often, with little visibility into performance.
A 3rd party messaging methodology is tested. With benchmarks, best practices, and adjustments clearly backed by data, you can actually execute updates and new messages in a systematized way.
Have you invested in 3rd party messaging? Why or why not? See how CommercialTribe helped Corporate Visions align its messaging in our latest case study.