The Pivot Point is that one central theme, or key attribute of a company’s product or service around which the branding strategy, product strategy, and sales strategy revolve. That may sound simple but it is imperative to get it right as Tungsten Branding explains on their Brilliant Branding podcast.
Great brands have four key elements according to Tungsten. They are clear, concise, consistent, and compelling. Yet there is a broader point because those same four criteria must carry through all sales and marketing communications to be heard above the noise. It’s not enough to know yourself, your pivot point, your reason for being, you must also communicate that message effectively through all touch points.
It takes an average of 6 to 8 high-quality interactions with a prospect to get a sales conversation underway. That will include an assortment of outbound prospecting activities because people are inundated with information so it takes a persistent, consistent message to gain attention.
If the message is not clear, concise, consistent, and compelling, then the impact is lost. Without that consistency of messaging across all channels, the sales process is infinitely harder and the sales cycle substantially longer. On the other hand, delivering the right message to the right audience at the right time will increase your impact and having a compelling story will enhance the effectiveness of your sales pitch and increase your closing rate.
“Delivering the right message to the right audience at the right time will increase your impact”
Your brand message sets the first impression of your company. Unless your company already enjoys strong brand equity, the first interaction you have with a prospect comes from your outbound sales activities; that initial cold call and email. That is why the message focus and quality is so important.
With emails, the effectiveness of the subject line dictates whether the email is opened or promptly deleted. Then, you only have two or three sentences at most to make your point before the reader moves on, so that puts a real premium on being concise and compelling.
With phone prospecting, statistics say that 97% of business calls go to voicemail. If handled correctly, a well-planned voicemail can be one of those requisite 6 to 8 interactions but the message must be clear, concise, compelling and consistent – in short, it must have a benefit for your customer and reinforce your brand message. Figure on having no more than 20 seconds to make your point, and don’t expect a call-back, but that’s not the point of a voicemail anyhow. Instead, voicemail is simply one more opportunity for you to instill a consistent message.
Realistically, you want to tailor your sales messaging to the specifics of the situation, but it will always be slight variations on the same theme. That ensures the consistency between your sales activities, your product positioning, and your brand strategy. It always comes back to the Pivot Point which is why it is so important to make sure that you have a clear, consistent, concise, and compelling understanding of what your Pivot Point is.
So, what is your Pivot Point? What is that one, singular, consistent message that you as a company want your customer to know, feel and believe? And just how will you communicate that theme through all your sales and marketing processes? If you hone this concept, you will sharpen the tip of your spear and “triple” the impact of your efforts. This type of clarity will keep both you and your staff on point and on target.