Despite having great solutions, most companies struggle tremendously to message those solutions effectively. We battle hard to get that ever more elusive customer meeting… but the problem is when we finally get there, we find ourselves plowing through a story that is dense, confusing, too much about how the solution works rather than why the customer should care… and often wrapped up in a highly unappealing PowerPoint deck.
This typical approach often results in customers who aren’t especially engaged in the moment. And even worse, who have almost no ability to ‘retell” your story internally in that vital decision meeting… where you aren’t present… Leading to the Sales leader’s ultimate frustration – you lose deals you should be winning, and the deals you do win take far too long to close.
The Oratium Answer
The great news is that these critical customer conversations can be completely transformed. The Oratium model for message architecture builds solutions messaging that is crisp, clean, simple, logical, compelling and highly RETELLABLE.
By applying this model, clients typically see an immediate and significant increase in their sales conversion rate and a decrease in their sales cycle times – along with an additional (often dramatic) reduction in the time it takes for their sales people to become fluent and proficient in the telling of the solutions story.
But most important, our goal is to equip you in this new skill. We want to fully TRANSFER this process to our clients. By working with us, you will import a vital new skill – a model for compelling messaging that is as repeatable and scalable as it is effective.
How a Message Design Project Works
The Oratium process for redesigning sales messaging is highly structured and disciplined having been honed across multiple engagements.
A MESSAGE DESIGN PROJECT HAS 5 CRITICAL STEPS
Step 1 – We work with you to select which sales messages you want to rebuild.
Step 2 – In a live workshop, we teach your project team the key tools and processes of messaging design.
Step 3 – Over the course of 6-10 weeks, we work in very close collaboration with your messaging teams, coaching them through the redesign of the message.
Step 4 – We come back and review the new message onsite in a message review meeting.
Step 5 – Having executed the changes from the message review meeting, your new messages are ready for market testing and roll-out/deployment.
However, it is critical to understand that while you get a tremendous benefit from these specific redesigned messages, our true purpose is to transfer the skill of message building to you, allowing you to redesign any other product, solution, segment, vertical, or market message. In other words, what we are really about is transferring this skill to you.
Activating Your Messaging
Having built your new messaging, there is a landmine you can still step on, which is failing to deploy it effectively – by which we mean failing to train and certify your sales force on consistent delivery of the new messaging.
When the sales force is properly trained in the new messaging (why and how it works the way it does), they will be both excited and able to take it out into the market seeing immediate results. Therefore, the final stage of the Oratium process is a dedicated, focused effort on deployment and training of the sales force in the new messaging.
What are People Saying?
Dave Moeller, GrayBar
National Market Manager
Our Graybar PowerSmart "intelligent lighting" renovation solution is a tough pitch because the customer has the very easy "do nothing" option. Since rolling out the new "Oratium-ized" message, we’ve made the pitch 144 times, and have 49 live deals in the pipeline – 11 of which have already closed (surprisingly quickly). That is about a...
Kerrie Lloyd, State Street Global Services
After failing three times to win a potential client's new business, we had one last chance to pitch. But this time, by good fortune, we took the Oratium Sales Messaging workshop two days before the presentation. That proved critical. The class really helped us to see a couple of key client-centric insights we'd been missing in our previous...
Mike Edmonds, S&C Electric
We knew our old messaging was ineffective, but we couldn't figure how to fix it. Oratium helped us to both understand the principles of great communication, and then apply those principles to new sales messaging. Our sales guys love the new approach. One new message has actually produced a positive outcome in 62 of 64 pitches to customers. Overall...