In B2B sales cycles, the customer-sales interaction is your most important marketing tool, where value is created and differentiation occurs. At the end of this hands-on seminar, you will walk away with a repeatable process for increasing marketing’s impact on selling.
Traditional messaging and marketing communications fall short in helping customers understand and make decisions about our offerings. In fact surveys indicate that up to 90% of traditional marketing is unused in the field, leaving critical customer conversations to chance. The problem is that messages are either too high-level and fail to speak to the customers’ challenges, or too low-level – filled with product features, complex specifications and conflicting value propositions.
What’s needed is a messaging architecture that begins with the customer’s business issues, is vetted through sales, synchronized to the customer buying process, and produces content that can be used powerfully across marketing touchpoints – including customer-sales conversations.
Customer Message Management™ is the leading approach for creating differentiated customer value messages, and using that content consistently and concisely in sales-ready marketing communications.
Learning Objectives:
- Build a Customer Message Map™
Develop a messaging framework (strategy) for aligning marketing and sales.
- Create Customer-Relevant Messaging
Structure the unstructured messaging process with a repeatable method and templates.
- Write value messaging content based on the Message Map™
Map your company’s products and “best answer” solutions to customer pain points.
- Develop sales-coaching and customer-facing collaterals that map to the sales cycle
Discover the tools that drive and support the desired consultative best-selling practices.
- Evaluate ways to embed customer messaging process into your organization
Launch your new messaging and tools in a way that ensures sales usefulness and adoption
About the Instructor:
Diane Emo co-developed the Customer Message Management™ approach to creating more customer-relevant messaging and buying cycle-relevant content. She co-authored a book by the same name, launched an online community on the topic, and her company – the CMM Group – has implemented the process with world-class clients such as HP, AT&T, AmerisourceBergen, MasterCard, Caterpillar and many others.
In this workshop Diane shares her direct client experience and case studies with you to bring the CMM process to life. She emphasizes the practical side of CMM – working step by step with the class so that each person walks away having built a messaging framework (strategy), created a sample message, and developed a plan for aligning marketing outputs more closely with the selling process.
Day 1
8:00 – 8:30 a.m.
Continental Breakfast
8:30 – 10:00 a.m.
CMM Process and Example
10:00 – 10:30 a.m.
Break
10:30 – Noon
Build a Customer Message Map™
Noon – 1:00 p.m.
Lunch
1:00 – 2:30 p.m.
Create Customer-Relevant Messaging
2:30 – 3:00 p.m.
Break
3:00 – 4:00 p.m.
Create Customer-Relevant Messaging
4:00 – 5:00 p.m.
Day 1 Summary and Q&A
Day 2
8:00 – 8:30 a.m.
Continental Breakfast
8:30 – 10:00 a.m.
Write value messaging content based on the Message Map™
10:00 – 10:30 a.m.
Break
10:30 – Noon
Develop sales-coaching and customer-facing collaterals that map to the sales cycle
Noon – 1:00 p.m.
Lunch
1:00 – 2:30 p.m.
Evaluate ways to embed customer messaging process into your organization
2:30 – 3:00 p.m.
Break
3:00 – 4:00 p.m.
Day 2 Summary and Q&A
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