Position your solution for maximum impact and differentiation with buyers across all marketing and sales activities
Solution Messaging is a repeatable and reliable methodology that enables marketers to develop differentiated positioning messages for their products and services.
Solution Messaging is a methodology that enables marketing teams to create differentiated positioning messages for their products and services which describe how customers can solve problems and create value. It also enables marketers to provide solution messages to sales professionals, so they can use them effectively in their interactions with buyers
Solution Messaging helps marketing teams to change their mindset from a product and feature-centric perspective, to one that emphasizes the value of solutions for customers’ problems and critical business issues.
Solution-centric messages enable sellers to more clearly express the differentiated value of offerings to buyers and thus win more opportunities, sell a broader set of the solution portfolio, and close business at higher margins. Product marketers can use solution-centric messaging to generate higher quality leads from optimally targeted buyers, differentiate solution capabilities more clearly against competitive alternatives, and improve the sales results on the launches of new and upgraded products and services.
Solution Messaging is based on a repeatable process which includes practical methods and tools for developing effective solution-centric messages, and then applying those messages to a wide variety of marketing and sales purposes.
Solution Messaging is designed for product marketing managers, marketing support teams, industry marketing professionals and marketing executives. Representative inclusion of sales and sales support functions is recommended to enhance the usability of results in the field.
What is included in the Solution Messaging program?
Designed to provide a repeatable methodology for building highly differentiated, solution-focused positioning messages, Solution Messaging enables marketing teams to:
Generate product marketing messaging that can be used effectively throughout the entire buyer engagement cycle
Align marketing activities with how targeted buyers actually buy
Identify a strong set of defensible differentiators for a solution
Identify ideal target buyer personae, and tailor effective solution messaging for each
Enable sales professionals to engage in insightful and valuable conversations with optimally targeted buyers
Develop solution-centric content that can be applied effectively to a wide variety of marketing and sales activities
Interactive Application Workshop
Solution Messaging is a hands-on application workshop facilitated by a highly qualified consultant. Each SPI facilitator has been certified to rigorous standards, and they each bring years of marketing experience to ensure their credibility and enhance facilitated discussions. Alternatively, SPI can certify client instructors for in-house delivery and coaching, at the client’s option.
Workshop Topical Agenda
Solution Messaging is a modular program, designed to be tailored to the unique requirements of each client. The standard instructor-led Solution Messaging workshop is a two-day, highly interactive program, and incorporates in-classroom application tools. The standard workshop includes:
Introduction to Solution Messaging
Identify common difficulties in creating effective marketing messages
Define the primary steps/components of effective sales process and where marketing messages play a key role
Explain the importance of situational fluency and how effective marketing messages can help
Navigate the steps of a buyer-driven sales process
Describe the process for how buyers buy
Define solution differentiation
Explain characteristics of defensible solution differentiators
Participant introductions and Voice of Buyer (VoB) research review, analysis, and discussion
Construct a Pain Chain® showing organizational interdependence of critical business issues (“pains”) for a targeted buyer
Solution Messaging Flow Model
1. Identify Trigger Events
Define key terms (e.g. sales trigger event)
Explore tools that help monitor sales trigger events
Identify sales trigger events that may align well with solution capabilities
2. Determine the value and uniqueness of a solution
Explore components of a solution
Examine differentiator characteristics and types
Identify the process for critically appraising a clinical study
Identify key clinical findings and explore examples of how they may be linked to key messages
Identify and map solution components and capabilities; identify defensible differentiators
Link differentiators to key messages
3. Define Key Players and Their Business Issues
Define key terms (e.g. buyer persona)
Describe roles and characteristics that key customer individuals may play in an opportunity
Create a key players list that identifies multiple business issues for multiple roles, their key performance indicators, and representative profile
4. Distill Business Issues
Identify the process to inventory business issues addressed by a solution
Describe how to summarize business issues into a useful list for messaging
Inventory business issues addressed by a solution and distill them into a prioritized list
5. Produce Messaging Snapshots
Describe the intent and value of the Solution Messaging™ Card
Explain and illustrate the components of Solution Messaging™ Card
Create a Solution Messaging™ Card for an identified solution
6. Leverage Solution Messaging & Buyer Personas in Applications
Explore various applications where solution messaging and buyer personas should be emphasized
Identify steps to complete each selected application
Team presentations to:
Defend one Solution Messaging™ Card
Identify and describe one application where the card will be used
Describe how the card will be used in building the application
Implement best practices for ensuring adoption of Solution Messaging™
Discuss next steps for completing the work started in the workshop
Describe the action steps that you/your organization will take in the next 60-90 and 91-360 days to build several applications that leverage Solution Messaging™
The Solution Messaging Flow Model
The Solution Messaging workshop is designed with adult learning principles in mind. The program’s instructional materials facilitate participant understanding by using a mix of media to transmit and reinforce key learning points. SPI provides full-color training content in electronic interactive workbooks, for use on participants’ mobile devices or laptop computers, as well as color reference charts, animated presentations, and video content, where appropriate.
Solution Messaging provides marketing teams with a repeatable and practical methodology and skills for generating highly effective, solution-focused messages to customers. The outcomes of this methodology are higher sales of a broader range of offerings in the product portfolio, more successful new product launches, competitively differentiated messages in marketing promotions and sales conversations, more efficient use of sales and marketing resources, and higher operating margins.