The ABC's of Solution Messaging
Don't underestimate the importance of effective messages
Your ability to concisely explain the unique value of your company to customers—as well as your channel partners, suppliers, and the investment community—is the most important factor in your future success. However, your messages can be easily weakened in the face of mergers, reorganizations, and alliances. Luckily, the experts at Launch International have experience nailing down crisp messages that clarify your value proposition, enhance your image, and maximize the effectiveness of your sales and marketing efforts.
In fact, Launch clients who have participated in our “messaging workshops” know just how powerful our methodology is for producing new solution messages that streamline a customer’s buying decision. We have a proven track record of success in helping customers bundle software, hardware, and services—and develop messages and tools to sell more effectively to targeted industries, market segments, or vertical markets.
Developing strategic messaging that defines new solutions and articulates their value is the single most important way to accelerate revenue growth. There are three core “action items” you need to consider when fine-tuning your solution messaging:
- Answer a need
First, you have to be sure that your strategic messaging clearly articulates your customer’s need and how you can help solve it. During our messaging workshops, we help define key messages—including capabilities, benefits, competitive differentiators, target markets, and steps to a sale. We then take this information and combine it with our own research and analysis to create a messaging or solutions guide. With this guide in hand, you have a complete blueprint to reference as you develop marketing materials and communicate with both your sales force and your customers.
- Bundle the solution
Bundling your software, hardware, and services helps your salespeople better market your solutions within very specific niches. For example, take a look at how your solution enables other solutions to operate more effectively. One Launch client enhances and enables a massive ERP application through a more secure environment; Launch helped create consolidated messages that help both companies drive additional opportunities and revenues.
- Communicate the value
None of your messaging means a thing if you don’t communicate it to your sales force—so they can, in turn, communicate it to your customer. Great vehicles to communicate your messaging to your sales team include sales guides, executive briefs and newsletters. When your sales team “gets it,” communicating to your customer becomes a whole lot easier. Tools, such as newsletters, thought leadership pieces, executive briefs and other assorted demand generation activities, have proven to be extremely effective in communicating messages to clients.
To learn more about how Launch International can help you create effective solution messaging, contact us at info@launchintl.com.
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