Whether you’re selling a warehouse
full of products or a suite of services, it’s not enough to know
your product, your industry and the mechanics of sales. You’ve
got to be able to break through with your message so the client or
customer hears it, “gets” it – and
believes they need what you’re selling.
As Communications
Director for CARFAX, Larry Gamache had a complicated but
common problem. CARFAX, the leading supplier of
used car information
to dealers and consumers, had enjoyed tremendous growth
over the last few years. But with that growth came a communications
challenge.
“Our products and services are expanding and improving so
quickly, and our staff size growing so rapidly, it’s become
a challenge to communicate our real value to our customers in a concise
and consistent way," said Gamache. “Plus, our customers
are so focused on running their day-to-day businesses, we have less
time than ever to talk to them.”
The sales landscape is changing
far beyond the used car lot. Every day people are bombarded with
information.
As a result, it’s
more difficult than ever to get their attention. When we do, it’s
important that we’re delivering the right message in a way
they’ll remember. From product companies to firms that sell
high-level services, organizations are rethinking the way they train
people to market and sell.
3D Communications worked with CARFAX
sales professionals to deal with this new reality by helping them
target
and educate their customers
on the true CARFAX value. Then we showed them how to “headline” their
messages, give quick, compelling examples, and get to the point,
fast. We taught them to tease out the data that was immediately relevant
and edit out the rest. The result was focused, streamlined messages,
that hit the high points in three minutes or less – leaving
plenty of time for questions. Then 3D coached them on how to anticipate
and nail the questions with answers that bridged back to their messages.
“Just a few weeks after our communications training, I can
already see a major difference in the way we’re thinking and
talking about our value to customers,” said Gamache. “Our ‘new
thinking’ and new messages are being adopted throughout the
company, and I know it will increase our bottom line.”
