Why Your Deals Are Running out of Fuel Before the Finish Line
In 1986, French racing driver Alain Prost tried to race the German Grand Prix without any fuel.
Okay, that’s not exactly true. Actually, Prost’s car ran out of gas on the finishing straight of the last lap. After leading the race for most of the day, Prost wasn’t going to let this stop him. So, instead of retiring, Prost got out of his car and tried to push it to the finish line, to great applause from the crowd.
However, the finish line was too far, and he couldn’t reach it. He could only watch in dismay as cars that weren’t as good as his pass him and beat him.
Salespeople and sales executives tell us the same thing is happening with their deals. They invest in sales methodologies—structuring an opportunity, creating a framework for a deal and managing that deal through the pipeline. However, they watch their salespeople run out of gas before they cross the finish line.
Here’s why: The gas that fuels closing a deal is your sales messaging. Most companies focus on the process, and they aren’t paying enough attention to this crucial part of the equation. As a result, their sales people can’t close their deals.
In other words, you can put the right structure in place for making a great sales call, but without the right messages, tools, and coaching, process alone won’t get you the victory. Messaging fuels methodology.
So how can you create the messaging—the customer conversations—that push deals across the finish line?
Three Steps to Create Compelling Customer Conversations
To create more remarkable and memorable conversations with your prospects and customers, focus your marketing and sales messaging on three key areas:
#1: Be Customer Centric
- Shift the conversation away from what you do and how you do it, to who you work with and why
they work with you.
- Move away from "we" and "our" language to "you" and "your" phrasing.
#2: Build A Business Case
- Set up the context of the problem your solution solves by describing their current state situation and the impact the problem is having on their business.
- Create contrast between their current state and desired state to demonstrate and quantify your unique value.
#3: Tell A Compelling And Memorable Story
- Apply storytelling principles and structure to engage your audience.
- Tell stories feature transformation, ones with a clear structure: a beginning, a middle and an end.
Focus More On Messaging And Less On Process
A disciplined sales process is a key piece of any successful organization. However, remember that it isn’t the mechanics of selling—your process—that will differentiate you. It’s the messaging you convey throughout the customer buying cycle that will give you the winning edge you need to give customers a reason to choose you over the competition.