Why Change Selling Blog

How important is clarity in your messaging and how clear is your message?
I'd say it's the difference between life and death for start-ups.

Sales and marketing are dependent on the clarity of your message to win mindshare, generate leads; and to engage, diagnose and qualify new opportunities, yet clarity is often an afterthought. 

I was prompted to write this article after a call this week with a technology company based in the Mid-West. This company has World leading technology, great vision and is completely failing in marketing.

They are in the red zone. When you arrive on their Website it is not possible to figure out that they do on the home page. Nor is it possible to figure out what they do by clicking on the CTA. You have to click on the product page to find the description of what they do and it's in 10 point font in the middle of the first paragraph. This is not a joke....this is a disaster.

I'm delighted to introduce Jock Busuttil, my guest blogger this week on a subject that is near and dear to my heart; - connecting sales and product management with the customer. Jock Busuttil is a Senior Product Manager and an alumnus of Advanced Marketing Concepts.

This "Visual Confections that Sell" video below, defines what visual confections are, how to use them in sales situations and outlines our process to create them. 

The video requires no registration form to play and runs for about 14 minutes.

It will be of interest to a broad audience who want to communicate their ideas more effectively in a shorter space of time. It will be of particular interest to those interested in leading with an opinion, supported by a visual confection, to disrupt status-quo thinking.

If you would to download the visuals and script or discuss converting your PowerPoint presentation into a visual Confection, or give feedback on the video, please complete this Let's discuss Visual Confections form.

How Visual Confections Create Value in Selling

• Visual Confections help sales people convey their value creation story, creating confidence that leads to better buyer engagement. 
• Visual Confections combined with visual storytelling technique, help sales people get their big idea across more effectively in conversation.
• The process of of creating Visual Confections aligns sales and marketing messaging and brings value creation into clear focus.
• Visual confections when used in sales training can help reduce sales ramp time and foster stronger message ownership, leading to improved sales results.

This three part blog series started with a guest post on The evolution of marketing and PR, by PR-consultant-turned-inbound-marketer 

I have been working in complex B2B sales enablement consulting and as a sales enablement practitioner for the past 16-years. Right from the first engagement where I rode-along on sales calls, to the conversation I had last week with a sales leader, a consistent problem persists: salespeople do not know how to effectively communicate value with buyers.

In the past year we have generated hundreds of inbound leads using our HubSpot system and I've noticed an interesting trend that I thought I would share. I have come to realize that many sales and marketing leaders are looking in the wrong place for sales performance.