Why now is the best time to redesign your messaging.

How long has it been since you evaluated your value propositions and sales messaging that you rely upon for new business? If you’re like many firms, it may have been a very long time — and it’s probably overdue for an overhaul. 

I’ve got good news for you: Now is the perfect time to rethink your sales messaging and brand promise.

The shutdown of the US economy in 2020 was obviously a huge disruption that, for many businesses, may take years to recover from — and some businesses won’t recover at all. Those that do may find rough waters ahead as inflation concerns reshape their customer’s spending priorities.

Regardless of whether you’ve experienced a sales windfall or are hustling for sales, continuing to do what you’ve been doing — without reevaluating your messaging — may undo you.

Here’s why: You might not have changed, but your market has, in five ways:

• In their ability to spend.
• In the priority they place on the problem you address.
• In the emergence of new needs you might be able to solve.
• In the availability of more attractive alternatives to your solution.
• In the complexity of and new demands on their decision making process.  

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What Used To Be True May Not Be True Anymore

Your value proposition, brand promise and sales messages are built on product and market assumptions that may no longer be true. And what messaging changes you’ve made, if any, are likely to be merely incremental, building off the old assumptions, and not innovative. 

It’s not just your market that’s changed: your competitors have changed. Like you, they have disrupted too, and you shouldn’t assume that they’ll ignore the changing market either.

The most agile company in a changing market will always have the business advantage. That’s why now is the best time to reevaluate what’s true and what’s not true — and to design positioning and sales messaging that meets the new needs and new priorities of your most profitable market.

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Can Your Offering Stand Up to Increased Scrutiny? 

There is no question that vendor scrutiny has increased. B2B buyers need to be certain, now more than ever, that the solutions they implement deliver the results they expect. Buyers are exercising even more scrutiny than before, which means you need to be on your A-game. 

That means you need messaging that engages each of three mobilizer types identified in the Challenger Customer:

• Go-Getters, the action-takers;
• Teachers, the organization’s visionaries; and
• Skeptics, the keeper of truth looking for the devil in the details.

These are the people who will be most likely to advance your sale–or squash it–so it’s critical to have well designed messaging and proofs for each mobilizer type. 

If you’re not getting the traction you once had, or suspect you’re not getting the value that you should, then reevaluate your assumptions and redesign your positioning and sales messaging.

As they say, the second best time to plant a tree is today.