Are your strategic messages reaching their target?

You have spent millions developing your product, determining your niche, and establishing your brand. You have armed your reps with market messaging and positioning. Still, you will dominate only if your message successfully reaches your target.

Are You Feeling Lucky?

Studies show as little as 20% of your message actually makes it to your customer. In fact, many reps emphasize information that THEY have determined to be the most important feature of YOUR product resulting in a lack of brand continuity and confusion
in the marketplace.

Messages Delivered = Impact

What your associates say has a powerful impact on your bottom line. Each associate is taught the key messages that successfully position your products and overcome potential objections. Over time top performers learn to consistently deliver over 80% of those messages. However, average associates deliver as little as 20%

While top associates eventually develop powerful messaging skills, most have formed messaging habits that deliver only 20% of best practice messages In reality, as they leave the coaching phase they are forced to attempt to improve their messaging skills by practicing on customers. This leads to brand inconsistency. In other words, if you have 100 associates you have 100 brands.


Why only 20%?

In conventional sales training associates are pumped full of key knowledge during the classroom phase. Overwhelmed with new knowledge they leave training with weak messaging skills. As they move into the Field/Coaching phase their messaging improves but with a great deal of variability. Studies show that associates create their own messages based on what they remember and what they think is important. They stumble as they attempt to deliver your messages.

How to Develop a Skill

Skills are developed through a process of practice.  The Conscious Competence Model illustrates how learners move though four phases of learning.  Put in simpler terms, associates need to crawl before they walk, walk before they run and run before they sprint.



The Time Dilemma

In most organizations, the process of developing sales skills follows a similar pattern. The vast majority of time is spent teaching sales process and product knowledge. Eventually, the associates are required to role-play strategic conversations.

Given time constraints associates are only allowed a small amount of practice and feedback before they are sent to the field to continue their practice, unfortunately on your customers. What is the outcome? While a few rise to the challenge and become top performers, most associates develop poor messaging habits. Resulting in only 20% of your message reaching your prospects.