Groundbreaking Sales Messages to Get New Customers Today
In business, there is often a debate around whether sales and in turn sales messaging, is an art or a science. it employs creative and flexible methods to reach outcomes that may be subjective like art. On the other hand, it also employs scientific approaches that have measurable, objective results based on tried-and-tested methods like science. Sales messages are a combination of both.
What is a ‘sales message’?
A sales message means communicating with potential customers about products or services that a business intends to sell. Effective messaging should inform, intrigue, and engage customers. For this, sales templates need to be creative.
However, the end goal of a sales message is a sales pitch, text message, brochure, social media interaction, or a live chat to sell. There is no point in a creative opener if the message does not translate into a lead for the sales team to pursue. Hence, measuring a sales message’s efficacy and outreach is just as important as the template itself. Through measurement and analysis tools, such as monitoring response rates, engagement, or conversion rates, the impact of a sales message can be measured.
A smart salesperson knows that the optimal sales message incorporates creativity while simultaneously employing scientific methods of analyzing success rates. Striking this balance between art and science is a sure shot to improve outreach and convert potential customers into long-term, happy customers.
The sales message formula
Harvard professor Gerald Zaltman noted that while most consumers compare competing brand products and their pricing while considering a purchase, 95% of decision-making is subconscious and emotion-driven. A sales message that is informative, creative, and has a clear value proposition can drive better response rates when compared to one that is merely flashy.
A persuasive sales message should:
- Grab attention
- Provide complete product/service information
- Convince the customer of value addition
- Establish why the product or service is better than alternatives
- Include a call to action
One way to craft a compelling sales message is to ensure that it is customer-centric. This is in contrast to a company’s brand messaging. A strong brand message usually focuses on a company story: it speaks of the brand’s strengths, vision, and what it stands for. In contrast, a strong sales message explains the benefit of the product or service to the customer.
When a sales message is geared towards problem-solving and can demonstrate to customers how it is better than competitors in the market, it can lead to converts. For instance, consider the following live chat sales script:
Winter is coming, and we just wanted to let you know that we have a sale going on that offers a 25% discount on winter wear, including the latest designs!
Check it out soon because the offer ends today!”
This message is personalized, makes a catchy pop culture reference, provides product information, establishes value through a discount, and includes a call to action. There is a good chance that Kevin might click through.
While a sales message may include brand messaging elements, the core of it needs to appeal to a potential customer’s requirements rather than singing praise about the company or product.
How to write killer sales messages
While there’s no magic solution to messaging that guarantees outcomes, a few approaches have a better chance of success.
Salespeople who approach messaging with an aggressive strategy will miss the mark. A bold template that is replete with cold, hard facts cannot drive an emotional connection. A compelling and credible sales message must elaborate product features while subtly appealing to a customer’s subconscious needs. The recipe for the perfect sales message, be it on call, SMS, or live chat, is to nail this effectively.
When drawing up a template for a sales message, here are five tips that can help:
Know Your Customer
Before sending your sales team to the writing desk to work on the messaging, consider your potential customer profile. A sales message needs to put your customers’ needs front and center. Research indicates that leads who are pursued with targeted content can produce a 20% increase in sales opportunities, while another study shows that targeted push messages result in 293% more response rates.
Unless you understand your customer, you cannot speak their language.
For instance, in the live chat sample script above, you can say with a fair amount of certainty that Kevin is a young customer, most probably a millennial, who lives in a cold place and is fashion-conscious. The same message would not work with a potential customer who is a senior. An elderly customer may need a different value proposition and messaging language – durability, better pricing mechanisms that offer steeper discounts or freebies, and a more polite language is more likely to cinch the deal.
This is why the first step to sales messaging should be to draw up a complete customer persona, including their needs and how your product or service will satisfy them.
Business guru Warren Buffet has famously said that price is what you pay, value is what you get. Customers are willing to pay for higher value generation. A strong sales message should adeptly highlight the value proposition.
A compelling value proposition is not merely a list of product features or benefits. Instead, it should briefly demonstrate how the offering will alleviate a customer’s pain point. Say you are offering CRM software. Instead of listing integration as a feature, talking of how a single-system integration will improve business communication, enable easier tracking of customer interactions, and lead to faster response rates will have a better success rate.
While you could include pricing advantage as one of your messaging’s value components, the crux should be on the non-monetary benefit of your customers.
Hold the Customer’s Attention
The average customer today has an attention span of 8 seconds. That is the time you have to reel a potential customer in. Your messaging needs to swiftly grab customer attention. If you succeed in keeping your customer attentive through the whole communication process, you can drive them through the sales funnel to a final purchase.
Some attention-grabbing tactics worth considering are:
A great opener: A strong opener intrigues a customer and can push them to carry on. This is a non-negotiable for messaging across all channels, be it text messaging, social media, or a phone call.
Evoke feelings: Human beings are curious creatures. An element of surprise or mystery will hook your customer. For instance, including a mystery coupon in a live chat can get your customer to click through and find out what is offered. Humour also works well.
Keep it casual: A hard sale is a put-off for most people. Instead, keep your messaging simple, with everyday language. Don’t be afraid to use emoticons, GIFs, or memes wherever appropriate.
Engage: Instead of a monologue, drive a conversation through your message. Even stagnant messages, such as an SMS or an email, including questions or interactive elements, can improve engagement.
Find the Right Words
As Professor Zaltman pointed out in his research mentioned above, emotional connections have a far better impact on sales than other outreach methods. A strong sales message should foster long-term relationships with customers rather than focus on a short-term push for your product or service. The right words can go a long way in establishing emotional connections and gaining trust and customer loyalty.
A message that is witty, clear, brief, yet complete optimizes the usage of language. There are certain power words that salespeople believe drive higher engagement. For instance, words like ‘you’, ‘value’, and ‘premium’ make customers feel important. Words such as ‘now’, ‘hurry’, limited create a sense of urgency and are effective call-to-action language. Reassuring terms like ‘fix’, ‘solve’, and ‘guarantee’ can build trust and improve loyalty.
Connecting words such as ‘and,’ ‘or,’ ‘because’ also make a difference in messaging. A study by Ellen Langer, a Harvard University professor, showed that using the term ‘because’ can motivate people to take action since it provides a reason to do so.
Measure the Impact of Your Messaging
Once you have a sales message template and begin to reach out to customers, the process’s next leg starts. This is where you need to get down to business and analyze the success of your messaging. Despite the best targeting, value propositions, catchy messaging, and language, there is no way to know how your potential customers will react to your messaging. The only way to verify success is to measure the actual impact of your messages.
Keep a tab on the response rate to your messages, analyze the seen, open, and reply rates to your messages, and track the journey to the final sales to see if it reflects your target. Once you have the insights, tweak your messaging accordingly to achieve optimal results.
Perfect Your Messaging with Freshchat
Need a little help with your sales messaging template?
Freshchat is here to help! Leveraging the power of bots, proactive messaging, and practical insights metrics, drive your customers through the sales funnel until they come out at the end after a purchase. From multilingual messaging to omnichannel reach, including WhatsApp, Facebook, and Apple Business Chat, we drive engagement across critical channels with the right language and triggers so that you never miss out on potential customers.
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