Long sales cycles make it hard to structure your message and address the right questions. The key is to instead structure a series of messages that answer the right question at the right time. A message format that your organization probably uses is focused on how. In fact, it’s common for ALL of your messaging to be focused on how: the features and benefits of your product or service. The problem is that How is only useful to address once the audience when your audience gets to What Now.

Find the Red Thread at TamsenWebster.com.

Resources

• The 3 Types of Messages – EP030
• What is the Shape of Your Story? – EP048
• The 3 Beliefs That Precede Change – EP076
• A 5-Minute Summary Of "The Challenger Sale" Book Your Boss Told You To Read