Some people think that great sales people and marketeers just open their mouth and golden words just come tumbling out followed swiftly by people throwing money at their feet! The reality is different. A lot of work goes on behind the scenes in creating compelling sales messaging that get results.

When we speak or write with the intention of getting someone to take action – whether it is to buy our stuff, give us a meeting, or visit our website – then we are selling them on the need to act. Sales messages are what cause them to take action and are often overlooked by copywriters and marketing experts, let alone accidental sales people.

I thought I would share some of the key considerations I go through when crafting sales messaging for my IT support clients’ sales and marketing campaigns.

WHO? – Who are you selling to?
You need to be clear of the target audience for your sales messages and recognise that different people will have different motivations.

For example, an operations director may need a totally different message to a finance director. The same applies to smaller businesses. The owner of a business startup may require different messages to the owner of a more developed small businesses.

The more specific and targeted you can make your sales messages the more potent they become. A sales message that seeks to appeal to everyone will get lost in the noise of the market.

WHERE? – Where will they experience your sales message?
There are lots of different ways of communicating to your ideal audience. A face to face communication may require different messages to an email, sales letter, or cold call. Each are different marketing channels. For maximum impact, aim to only put no more than one sales message through one channel at one time.

HOW? – How do you want them to react?
This is the action you want them to take as a result of your sales message. If you are cold calling then it may be you want them to give you 10 minutes of their time or to book a meeting. If it is a sales letter then perhaps it is to make a purchase or submit an application. You need to craft your sales messages so that the other person feels both compelled and comfortable with taking the next step in your sales process.

WHY? – Why will they react in such a way?
Here we are looking for the motivatiors which will cause them to act. This is a case of analysing the target audience into different buying motivations. For any target audience there are normally 5 to 6 different buying motivations and you need to be clear which of the buying motivations you most want to appeal to.

WHEN? – When have you done this before?
You need to be able to demonstrate your credibility, ideally by naming a couple of clients you have previously helped satisfy the same buying motivation. This is where you home-in on success stories and look at the situation before you started working together and afterwards.

WHICH? – Which words will be most compelling?
Finally you have enough information to start working on your sales messaging. Sadly most people start here and end up wasting time and money on in effective sales and marketing campaigns. Some words will have greater impact than others for a specific audience. There are also some fairly global hot words that can spice up any sales message.

I hope you found this useful. I work with a lot of IT service companies to help them win more business from networking and in my book “The Accidental Salesman: Networking Survival Guide” I provide exercises to enable you to start craft compelling sales messages for use when networking. You can download the first 3 chapters for free here.