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

Intended Audiences

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?

Program Objectives

Designed to provide a repeatable methodology for building highly differentiated, solution-focused positioning messages, Solution Messaging enables marketing teams to:

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:

Day 1

Introduction to Solution Messaging

Solution Messaging Flow Model

1. Identify Trigger Events

2. Determine the value and uniqueness of a solution

3. Define Key Players and Their Business Issues

4. Distill Business Issues

5. Produce Messaging Snapshots

6. Leverage Solution Messaging & Buyer Personas in Applications

Next Steps

The Solution Messaging Flow Model

Solution Messaging

Instructional Materials

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.

Strategic Value

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.

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How You Sell Is the Last Advantage