Because you have more than one audience. The key is to customize a message for each–without sounding like you’re a different company every time.
Take a look at the Sales Message Platform example below, created for a group purchasing organization (GPO) that serves hospitals and other healthcare providers across America. This company has two very different audiences: internal and external. Plus, several niche audiences within each sales channel. How can you customize a message for each audience–while having an umbrella brand message that ties them all together–all at the same time?
To see how, click on this image:
The key is this: sales audiences have more in common than they don’t. In this example, there are 12 big-picture reasons why every sales audience buys from this company. Here, they’re called Value Drivers. The relevance of each Value Driver varies by audience, but every one of the 12 has some meaning to that audience. Combined, they create the motivation to buy.
These Value Drivers are the basis of every message in this company’s Sales Message Platform. The messages are very general at top and are applicable to every sales audience. But the further down the platform you look, the more customized the messages get.
Think of an inverted pyramid:
First is the foundation, the Master Positioning Statement and Master Message. Both motivate every sales audience–including every customer, prospect, key influencer–and even employee.
In the middle is Internal Messaging, which customizes the Master Message for ALL internal audiences–which in this example include sales reps and medical product suppliers. In other words, Internal Messaging is the single message that’s applicable to every internal audience. Next is External Messaging, which is the ONE message that is applicable to every external audience, including customers, prospects and key influencers.
At bottom is the messaging tailored for individual, niche audiences. In this example:
- Sales Reps
- Acute Care Facilities: Large Hospital Networks (called IDNs), Community Hospitals, Surgical Centers
- Non-Acute Facilities: Long-Term Care Centers
Using this inverted pyramid structure, messages start general at top and become very specific at bottom. Each layer down is based on the one before it. And that’s how a Sales Message Platform can house both an umbrella brand message and audience-specific messages at the same time.
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To talk about creating a Sales Message Platform for your organization, email Andy Bartling at firstname.lastname@example.org Or call 314-570-7453.