Look, I’m going to be straight with you – most sales messaging (and sales messaging training) today is garbage. I see it every day: reps spraying and praying (or is it preying?) with generic templates, “just checking in” emails that make me cringe, and value propositions that are all about the seller and not the buyer. After 20+ years in sales and training thousands of reps, I can tell you that poor messaging is costing you deals and burning bridges with potential customers. But here’s the good news – it doesn’t have to be this way. With the right sales messaging training, your team can cut through the noise and actually connect with prospects in a meaningful way.
How did we get here?
Without truly blaming marketing… nevermind, let’s blame marketing. And to be more specific, let’s blame the founders while we are at it as well. So often, messaging is created based on what the company does. This isn’t entirely wrong, it’s just being miscommunicated. Founders, we know you are smart about creating something. Good for you, your mom is probably really proud of you. Unless they wanted you to be a doctor or something. If that’s the case, then I cannot help you.
Now founders and marketers please listen closely. Put your eyes and ears right by your screen so you can see and hear this perfectly…
YOU ARE NOT SMART about communicating real value even if you think you are doing value selling. You only talk about surface level value the same way so many sales reps can only do discovery on surface level pains. Sadly, you love to hear yourself talk about how cool the algorithm is, or how your AI is the best of all of them. Let me be clear, NOBODY F*NG CARES what you think about yourself.
The only thing people care about is their own pains and how quickly those pains can be resolved. So stop talking about what you do and start talking about the real world pains you solve. So let’s spend some time talking about sales messaging.
The Real Cost of Poor Sales Messaging
Every day, The Harris Consulting Group works with sales teams who think they’re doing fine because they’re hitting some of their numbers. But when we dig into their messaging, we uncover massive opportunities they’re leaving on the table. Bad messaging isn’t just annoying your prospects – it’s:
- Killing your response rates before conversations even start
- Making your salespeople sound like every other rep out there
- Wasting valuable selling time on ineffective outreach
- Damaging your brand with lazy, generic communication
- Burning your runway in your TAM (Total Addressable Market)
What Good Sales Messaging Training Actually Looks Like
We focus on three core pillars when it comes to sales messaging training:
- Message Development – Creating compelling, buyer-centric messaging that speaks directly to your prospects’ pain points
- Delivery Optimization – Fine-tuning how and when messages are delivered across channels
- Continuous Improvement – Building systems to test, measure, and refine messaging over time
Real-World Success Stories
Example 1: The Tech Company Turnaround
A mid-sized SaaS company came to us with a 0.5% response rate on their outbound emails. After implementing our program, they:
- Rebuilt messaging around specific customer pain points
- Developed a multi-touch sequence that provided value at each step
- Result: 4.8% response rate within 60 days and 32% more meetings booked
Example 2: The Enterprise Sales Reset
An enterprise sales team was losing deals because their messaging wasn’t resonating with C-level executives. Through our executive engagement training, they:
- Crafted executive-worthy messaging focused on business outcomes
- Developed compelling ROI (Economic Impact) stories that spoke to daily pains
- Result: 28% increase in meetings with C-level prospects
Example 3: The SDR Team Transformation
A startup’s SDR team was burning through lists with generic messaging. Through our SDR training program, they:
- Built ideal customer profiles that informed targeted messaging
- Created role-specific value propositions
- Result: 3x increase in qualified meetings
Example 4: The Channel Sales Breakthrough
A manufacturing company’s channel sales team struggled with partner engagement. Our training helped them:
- Develop partner-specific value propositions
- Create compelling co-selling materials
- Result: 65% increase in partner-sourced revenue
Example 5: The Medical Device Sales Revolution
A medical device company’s sales team needed to improve their messaging to healthcare providers. We helped them:
- Craft evidence-based value propositions
- Develop specialty-specific messaging
- Result: 47% increase in first-time appointments
Why Choose The Harris Consulting Group?
- Real-World Experience: I’ve personally been in the trenches for over two decades, working with companies like Google, Zoom, and Adobe. This isn’t theoretical training – it’s battle-tested strategies that work.
- Role Play and Real Play: Everything we discuss we conduct engaging sales role playing and real playing using your actual prospect and customer conversations along with the actual deals in your pipeline.
- Customized Approach: We don’t do cookie-cutter training. Our programs are tailored to your specific industry, sales cycle, and customer base.
- Results-Focused Methodology: Everything we teach you will have the ability to measure and tie back to actual outcomes. Our clients tell us they see an average of:
- 3-4x increase in response rates
- 35% shorter sales cycles
- 42% improvement in close rates
- 10x + return on their sales training spend
The Training Process
When you work with The Harris Consulting Group, here’s what you can expect:
- Discovery and Assessment – We analyze your current messaging and results to identify specific areas for improvement.
- Custom Training Development – We create a program specifically for your team, incorporating your products and customers.
- Interactive Training Sessions – Our training combines classroom-style learning with hands-on exercises and real-time feedback.
- Reinforcement Post Sales Training – All training includes additional weeks with the leadership team and the sales teams with reinforcement exercises and best practices.
Take Action Now
If you’re ready to transform your team’s sales messaging and see real results, let’s talk.
Remember, in today’s noisy sales environment, your messaging isn’t just another sales tool – it’s often the difference between getting in the door or getting ignored. Don’t let poor sales messaging (or poor sales messaging training) hold your team back from reaching their full potential.
Want to learn more? Check out our sales methodology page or read some of our client success stories.
Schedule a FREE consultation today and let’s discuss how we can help your team master their sales messaging and close more deals.
