Sales-Messaging and Content Development  

A Proven Methodology Ensures Quality and Consistency

For many companies with a complex, B2B sale, the breadth of the sales bag, competitive alternatives and customer knowledge have dramatically changed the selling game. No longer can sales be left to figure it out for themselves. But are marketing people better equipped to create effective selling messages and content?

The best sales teams are armed with sales content built from a proven and consistent process which is applied across all offerings.

The Avitage process provides…

• Field-ready, customer-centric messages
• Quality control of sales content information
• Consistent navigation of sales content across various company offerings

We provide a proven process that engages cross-functional resources in an efficient manner to create high-quality, sales-ready messaging and content.

Our process is organized around three critical areas: profiling, competing and messaging.

Profiling: In this step, we identify the characteristics of the “ideal customer profile” for the offering and pinpoint who might be a good fit. More importantly, we also provide specific information about who is a weak fit for the offering.

Competing: Since your value to a prospect is based upon the options they have, it is imperative we perform a simple analysis of your strengths and weaknesses, as compared to those of other options prospects have available to them.

Messaging: From the foundation of profiling and competing, we work to create three levels of messaging to ensure success:

• Vetted messages: vetted by the litmus test of the ideal customer profile and by comparing the offering to other options prospects have.
• Foundational messages: identify core themes before they have been dipped in the creative process and coated with spin and marketing language.
• Field-ready messages: appropriate for use in face-to-face and phone-to-phone dialogues with prospects—in contrast to “air cover” marketing messages, not usually appropriate for real-world conversations.