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No Prospect-Centric Messaging

Definition:

  • Outreach focuses on product features rather than pain points or value outcomes.
  • AEs & SDRs struggled with Value Selling principles and felt most comfortable with pitching versus consultative selling by harnessing the power of discovery questioning techniques.
Impact on Revenue Growth:

  • Low engagement and reply rates due to messaging that wasn't engaging target audience members.
Solution:

  • Repositioned outreach messaging using pain-first, benefit-forward frameworks tailored by persona and stage.
  • Introduced Value Selling training, role playing, and coaching.
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