Digital Sales & Marketing
Digital Sales & Marketing
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Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

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Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

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Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

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They Ask, You Answer
They Ask, You Answer
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Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

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Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

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Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

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They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

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Virtual Selling
Virtual Selling
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Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

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Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

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Video
Video
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Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

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Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

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The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

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Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

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HubSpot
HubSpot
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Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

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HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

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HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

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Web Design
Web Design
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Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

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Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

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What Makes a Sales Conversation Stand Out? Blog Feature

August 7th, 2014 min read

shutterstock_101806765This post originally appeared on the Force Management Blog. To read more content like this, visit the blog here.

If you’re a veteran seller, you likely appreciate a good sales conversation. So what makes a sales conversation stand out? One that’s focused on customer needs and the unique value your solution provides. 

A well-defined sales messaging strategy drives these types of conversations, and ultimately results in overall sales productivity and bottom-line revenue impact.

Without a framework to implement your sales messaging strategy, you run the risk of lagging sales, quarter after quarter. 

Here are six components that every sales messaging framework should have.

1. Value Drivers

Purchase decisions aren’t made on product features alone. Instead, buyers want to know that their needs are understood and that you can provide them with the best possible solution. 

An effective messaging framework outlines the driving reasons a customer would choose to purchase your solution. It aligns your company behind the value that drives your customers to make decisions.

As a result, it enables your salespeople to have sales conversations that are focused on the value of your solution.

2. Differentiators

Most salespeople have the ability to speak about the benefits of a strong product all day long, but ask why you should buy their solution over the guy’s next door, and the less skilled sellers will uncomfortably jostle on price and features, rather than true differentiation

To truly differentiate your offerings from competitors, your sales reps should be armed with tools that help them clearly speak to your company’s differentiation in a way that maps to the desired buyer outcomes.

A framework with well-defined differentiators helps your salespeople clearly articulate how you solve buyer problems better and differently than the competition.

3. Ability to Quantify Business Pain 

If you spend time talking about features and functions that your prospect doesn’t need, two things will happen:

1. They will perceive your product as too expensive, or as more than they need.  

2. They will feel like you don’t care enough to take the time to understand why they came to you in the first place

An opportunity is won or lost on the discovery process. Uncovering your prospect’s pain effectively gives you the ability to quantify the largest business issue.

By having the ability to understand and quantify your prospect’s business pain, you can demonstrate how your products and services can solve their specific pain points.  

When your salespeople become accustomed to asking the right questions and listening to customer problems, they will be able to guide the sales conversation in such a way that the buyer can see how their admitted problems will be addressed.

A sales messaging framework gives your salespeople a valuable tool to quantify business pains by helping them execute an effective discovery process. 

4. Outcomes of Doing Business With You

Proof points. Proof points. Proof points. 

We can’t say it enough. For a buyer to be truly convinced that your product or service can alleviate the business pain, he/she needs to be assured of the positive outcomes that come from working with you. 

Effective proof points speak to the priorities and the perspective of your customer. If you’re going to articulate to buyers how your solution is better than your competitors, you need to make sure your proof points are solidly in place.

A sales messaging framework should include these valuable references and make them consumable for the entire sales team.

5. Ability to be leveraged by the whole organization

An effective sales messaging framework should drive message consistency across the organization.

For example, your sales team will leverage marketing more because their collateral is built with the same customer language.

Your services department better understands the promises made to the customer in the sales process. A framework that is customized and built with the right inputs intrinsically aligns your entire organization behind those value drivers. 

6. Executives who manage to it, inspect it, and reinforce its use

You can have all the pieces in place - a way to understand buyer pain points, a way to sync problems to solutions, a repeatable process for every member of your sales organization - But, without leaders who are willing to drive adoption of the framework with the sales team, then nothing will stick and any hope for sales results will fall flat. 

The framework is only as strong as the leadership’s ability to reinforce it. An effective sales messaging framework should have a plan for executives to drive adoption and front-line managers to reinforce the concepts. 

Become the #1 sales professional in your industry

Join us LIVE on Tuesday, May 4th for The Virtual Selling Summit and learn how to stand out as a salesperson in today’s virtual world alongside 1,200 other sales professionals. Learn how to create emails that captivate your target buyers, improve your use of sales technology, and have faster sales cycles. In just one day, walk away armed and ready to close more deals digitally.

Presented by IMPACT and Vidyard, join some of the best virtual selling experts in the world like: Marcus Sheridan, Liz Moorehead, Tyler Lessard, Dr. Devan Kronisch, Anita Nielsen, Myriah Anderson, Chris Duprey, and more!

Get your ticket for only $59 now through April 23rd!

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May 4, 2021 | 10:00am - 5:00pm EDT

Presented by:

Vidyard IMPACT
YOUR ONE-DAY VIRTUAL SELLING CRASH COURSE
In today's world, sales reps are struggling to sell remotely. Join 1,200 sales professionals and learn how to create emails that captivate your target buyers, improve your use of sales technology, and have faster sales cycles. In just one day, walk away armed and ready to close more deals digitally.
Hurry! Get your ticket for only $59 through April 23rd.
Early bird pricing ends in:
0: 22 : 17 : 9
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Learn how to stand out as a salesperson in today’s remote world at the Virtual Selling Summit on May 4th.
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Learn how to stand out as a salesperson in today’s remote world at the Virtual Selling Summit on May 4th.