You’ve built a message with a distinct point of view and you’ve trained your salespeople to make an impact in meetings. But all your disruptive messaging and situational fluency won’t do much good if you can’t differentiate yourself before your reps ever meet a prospect in person. If you can’t, you might never get the meeting you covet.
Thankfully, as Thomson Reuters’ Kurt Gruebling explained in this session, you can take advantage of Power Messaging techniques to rise above the noise and excel in the “meeting before the meeting” too. In other words, you don’t have to wait until you get a meeting to use Power Messaging skills; you can use them to make that meeting happen.
A big part of that, he says, is having the ability to point prospects and customers to underappreciated problems, risks or trends that are negatively impacting their business—in other words, messaging to buyers’ “unconsidered needs.”
Gruebling identified four key elements of great appointment setting—all based on Power Messaging techniques:
- Open by sharing a compelling insight that tells prospects about a problem or missed opportunity they don’t yet know about, but that could be setting them up for business difficulties sooner rather than later.
- Speak to the challenges your insight has exposed, and show prospects how their current situation is unsafe and could leave them vulnerable going forward.
- Resolve the risks you’ve identified by pointing to a new, safe alternative that can bring them from the unsafe of their status quo to a “new safe” with your solutions.
- Finally, ask for an appointment! It sounds simple, but making your intentions clear can increase the likelihood your prospects will take action on the story you’ve told them.
Finally, Gruebling noted that it’s not the words of a particular insight itself that makes your story resonate. Rather, it’s the broader story you embed those words within that will make your messaging compelling and actionable.