It’s not what you sell; it’s how you sell. The ‘how’ isn’t simply a direct sales call with a potential buyer, but an entire ethos ingrained within your organization. It’s the message you project. It’s the means by which you are differentiated from your competitors. Insight selling challenges a buyer to think differently about their business and yours. It doesn’t tell a customer what they want to hear; it tells them what they’ve never heard before. You aren’t selling a solution; you’re selling the means by which a buyer discovers their solution. Critically, your key insights will separate you from your competitors, whilst helping the buyer avoid mistakes and understand a new way forward to address their most important challenges. But how do you ascertain what these key insights actually are? And crucially, how do you ensure that delivering insight is embedded into every part of your sales proposition?
What is your message?
The sales experience is integral to the sale. But being in charge of what you sell, also means controlling your narrative. What experience are you actually promoting?
A potential customer wants your solution to provide value, minimise risk and increase productivity. However, in a crowded market place, your role isn’t to reiterate outcomes, but to navigate your customer towards them. Differentiating yourself means presenting the buyer with a unique route to their ideal solution. It means providing an alternative perspective on the market. It means understanding where a client’s specific value lies, and using this knowledge to guide the sales conversation. So how are you differentiating yourself? Does you customer have a reason for choosing you that goes beyond price?
Sales and Marketing: shifting the perspective
Instilling insight into your messaging means aligning your Sales and Marketing teams. At the heart of an insight-focused approach is a need to alter perspectives – to disrupt. Sales and Marketing play a vital role in facilitating this, whilst promoting your organization as a forward-thinking company. Your marketing literature shouldn’t simply present your organization as an authority; it must urge the reader to drastically rethink their approach by showing how it derives this authority. This immediacy should feed into your sales calls, with the buyer’s greatest fear ultimately being the status-quo, rather than the change you’re impacting together.
Selling your story
Disrupting a client’s pre-conceived narrative means understanding their mindset and tailoring the messaging accordingly. Your buyer is unlikely to be the actual user of your product, but may present your solution to other heads of department. How can you embolden them to make a case for you? How can you evangelize a potential customer around your product? While they’ll want to know if your solution is cost-effective, the key is to emphasize the cost of not making the purchase. This isn’t an opportunity cost but a very real organizational cost. Having legitimized your position with your unique perspective, your messaging must leverage that legitimacy. Your solution is the only way to minimize risk. Taking your product forward is the critical step in moving their company forward. Empower your potential buyer by making them an integral part of change within their organization.
The ideal solution
Think differently about your product. Find the key ingredient that differentiates you from your competitors. Examine the intricacies of your solution to ascertain the critical and emerging problems you solve. As part of our Insight Messaging Lab, Insight Revenue will run workshops to harmonize your Sales, Marketing and Product teams. We will isolate the important characteristic that elevates your solution. Crucially, aligning your various departments creates a framework from which insight can be extracted. We will assess your current messaging and identify a new way forward to increase lead generation and conversion rates, while ensuring better quality leads. You are the experts in problem solving. We are the experts in finding the critical detail behind the problem you’re solving, packaging it and scaling it.
The message you project characterizes your organization. It speaks in your sales conversations; it dominates your marketing literature; and it defines how your departments work together. So how are you different from your competitors? And crucially, how can you ensure that a buyer differentiates you from your competitors? Use insight to shift your perspective and the client’s viewpoint. Don’t just be lost in a sea of thought-leaders; take the lead in transforming your organization and your customers’ businesses. Use your Sales, Marketing and Product teams to disrupt the status-quo and be an urgent force for change. But start with your company. And start now.
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It’s not what you sell; it’s how you sell. The ‘how’ isn’t simply a direct sales call with a potential buyer, but an entire ethos ingrained within your organization. It’s the message you project. It’s the means by which you are differentiated from your competitors. Insight selling challenges a buyer to think differently about their business and yours. It doesn’t tell a customer what they want to hear; it tells them what they’ve never heard before. You aren’t selling a solution; you’re selling the means by which a buyer discovers their solution. Critically, your key insights will separate you from your competitors, whilst helping the buyer avoid mistakes and understand a new way forward to address their most important challenges. But how do you ascertain what these key insights actually are? And crucially, how do you ensure that delivering insight is embedded into every part of your sales proposition?
What is your message?
The sales experience is integral to the sale. But being in charge of what you sell, also means controlling your narrative. What experience are you actually promoting?
A potential customer wants your solution to provide value, minimise risk and increase productivity. However, in a crowded market place, your role isn’t to reiterate outcomes, but to navigate your customer towards them. Differentiating yourself means presenting the buyer with a unique route to their ideal solution. It means providing an alternative perspective on the market. It means understanding where a client’s specific value lies, and using this knowledge to guide the sales conversation. So how are you differentiating yourself? Does you customer have a reason for choosing you that goes beyond price?
Sales and Marketing: shifting the perspective
Instilling insight into your messaging means aligning your Sales and Marketing teams. At the heart of an insight-focused approach is a need to alter perspectives – to disrupt. Sales and Marketing play a vital role in facilitating this, whilst promoting your organization as a forward-thinking company. Your marketing literature shouldn’t simply present your organization as an authority; it must urge the reader to drastically rethink their approach by showing how it derives this authority. This immediacy should feed into your sales calls, with the buyer’s greatest fear ultimately being the status-quo, rather than the change you’re impacting together.
Selling your story
Disrupting a client’s pre-conceived narrative means understanding their mindset and tailoring the messaging accordingly. Your buyer is unlikely to be the actual user of your product, but may present your solution to other heads of department. How can you embolden them to make a case for you? How can you evangelize a potential customer around your product? While they’ll want to know if your solution is cost-effective, the key is to emphasize the cost of not making the purchase. This isn’t an opportunity cost but a very real organizational cost. Having legitimized your position with your unique perspective, your messaging must leverage that legitimacy. Your solution is the only way to minimize risk. Taking your product forward is the critical step in moving their company forward. Empower your potential buyer by making them an integral part of change within their organization.
The ideal solution
Think differently about your product. Find the key ingredient that differentiates you from your competitors. Examine the intricacies of your solution to ascertain the critical and emerging problems you solve. As part of our Insight Messaging Lab, Insight Revenue will run workshops to harmonize your Sales, Marketing and Product teams. We will isolate the important characteristic that elevates your solution. Crucially, aligning your various departments creates a framework from which insight can be extracted. We will assess your current messaging and identify a new way forward to increase lead generation and conversion rates, while ensuring better quality leads. You are the experts in problem solving. We are the experts in finding the critical detail behind the problem you’re solving, packaging it and scaling it.
The message you project characterizes your organization. It speaks in your sales conversations; it dominates your marketing literature; and it defines how your departments work together. So how are you different from your competitors? And crucially, how can you ensure that a buyer differentiates you from your competitors? Use insight to shift your perspective and the client’s viewpoint. Don’t just be lost in a sea of thought-leaders; take the lead in transforming your organization and your customers’ businesses. Use your Sales, Marketing and Product teams to disrupt the status-quo and be an urgent force for change. But start with your company. And start now.
