Pre-requisites: None 

What is Solution Messaging for Marketing Success? To better meet the challenges of global competition and product commoditization, high performing sales organizations across many industries are defining themselves by the problems they solve rather than the products or services they sell. During this workshop you will learn the methodology that leading companies are using to transition from being a product centric organization to a customer solution centric organization. Whether your growth strategies include new markets, new products or services, or greater share in existing markets, Solution Messaging will help create interest in latent buyers and generate more qualified leads for improved marketing success.

Needs & Benefits:  Each day your targeted customers are bombarded with marketing messages and persistent salespeople all promoting whatever it is that they sell. The experts say that as human beings we can only process in our active memory three to five things. Solution Messaging increases your probability of success to reach the active thoughts of potential customers and helps to stimulate interest for your offerings. With the right messaging in your marketing collateral, you can expect to realize more qualified leads resulting in increased revenues and profits. Through the proven methodology shared during this workshop, you will also lay the foundation for more consistent messaging in the sales conversations that take place between your sales representatives and your prospective customers. Better alignment between marketing and sales functions also leads to better conversion rates, lower selling cost and happier staff.

Course Description:  During this workshop, participants will learn a proven process to rigorously define the problems and needs that their product and service offerings address in the market segments they serve. Participants will develop problem/solution maps that identify the critical issues, problems and potential missed opportunities that their targeted customers (and potential customers) have along with their causes and negative impact for their selected offerings. Participants will link these problems to their offerings (solutions) defining how and what their products and services provide along with the positive results their customers can expect to reallize. Defensible differentiators will be identified and solution messaging cards created during the workshop. The output from this workshop will be messaging tools that will provide the foundation for marketing collateral content and sales conversations.

Who Should Attend?  Marketing/Sales Managers and Staff, Product Managers, Business Owners and Entrepreneurs