The Anatomy of a Perfect Sales Message


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Overview: Learn the anatomy of a perfect message from Mario Martinez CEO of Vengreso. He teaches the PVC sales method, personalization, adding value through content and a call to action.  

About the speaker:

Mario is the CEO and Founder of Vengreso. He spent 84 consecutive quarters in B2B Sales and Leadership roles growing hundreds of millions of dollars in revenue annually.

As a renowned digital sales evangelist, Mario teaches marketing and sales professionals how to develop an engaging personal brand to attract today’s modern buyer using the digital sales ecosystem.  Mario is the host of the popular Modern Selling Podcast. He’s been featured in Forbes, INC., Entrepreneur and was formerly a contributor to the Huffington Post. He’s a highly sought-after Keynote Speaker with brands such as LinkedIn, Cisco and many more. He is also known to open a speech with a Salsa dance.


Transcript

Intro

Hey, y’all, I’m Mario Martinez Jr, CEO and founder of Vengreso. And I couldn’t be more excited here to spend some time talking to you about how to drive more demand and create more sales conversation using the PVC sales method. Follow me, I’ll take you in.

In today’s day and age, everything is all about how to be able to create more sales conversations or drive demand with our buyers. But there’s never been a time before, where buyer and seller have been more perfectly aligned from a marketplace perspective. And all the things that we are doing are perfectly in sync. What do I mean by that? Let me show you.

Attributes of a Modern Buyer and Seller

First off, today’s buyer and seller are both digitally connected, socially engaged, mobile attached, and video hungry. These are the four cardinal attributes about today’s modern buyer and modern seller. And it’s amazing that with this alignment, that so many folks are still yet dissatisfied with their results. Why? Why are they dissatisfied with the results of demand generation and creating more sales conversations? What I want to do today is I want to take you through the anatomy of a great message. I want to take you on a journey of how to construct your messaging so that you can reach your target buyer. And create those sales conversations that you’re looking for. Let me take you through the anatomy of a great post.

Anatomy of a Perfect Message

Now, first off, if you look at a specific message, what is the best type of scenario? Well, the first thing you want to be thinking about is how to hyper personalize your messaging. The second thing is, the statistics show that if you use 111 words, to state the pain and add value. You’re going to be able to get greater engagement. At about 111 words, that’s when people start to drop off in terms of their engagement, and specifically reading the message that you’ve sent over to them. And you also want to make sure that you include a CTA. Now, this is the best thing that you could do for yourself when creating a message that’s hopefully going to create more demand or more sales conversations. But there is an acceptable minimum. If you would, and that is when we look at creating a message.

If we can’t hyper personalize a message to an individual, we can personalize the message to the buyer persona. And more specifically. I think it’s very difficult to create a message in 111 words, so our best practice is somewhere between 112 and 200 with 150 to 180 words of that message being the most optimal. Specifically, always include a call to action. You want to make sure that someone is not going to spend a long time reading through a message. No more than 30 to 60 seconds at most to read through and take a look at your content, your material, your video, whatever it might be.

Now, this anatomy of a great message can be utilized for any number of purposes. It could be utilized for a social outreach, it could be utilized for an email outreach. Or it could be utilized for even a text message and a phone call. Think about how you can personalize to the buyer persona or the individual. Use 111 to 200 words. And always include a CTA, let’s break this down the three different elements of a specific message.

1. Personalize

The first thing that you want to be thinking about is what does a message include? What should it include? Well, first of all, you’ve got a script here that we’ve created. And this goes into talking about. Hey, John Mario here, the majority of and you want to insert your buyer persona here. This is an example where you say majority of sales leaders that I speak to have two common problems they’re trying to solve. Number one, they’re trying to create more sales conversations. Number two, they want to increase the sales pipeline. Okay, now we’ve just established what it is. That is the problem that you’re trying to solve for your product or your solution. With that in mind, what do you do next?

2. Bring Value

Now you bring value to that particular buyer. And what you want to be thinking about is how to create that value is by bringing content. That could be an eBook, a white paper, and a webinar, a video, whatever it might be. But here’s an example of what we’ve included in a template here. You can say directly below are two resources which have helped your peers address these problems.

Now, if your buyer continues reading at this point. What you’re noticing is that the buyer says yes, yes, I have problem number one. Yes, I have problem number two. Now they’re going to continue reading as a result of that. And with that in mind, you want to bring that value, you might say. The first is a blog article, white paper, eBook infographic, whatever it might be, that answers the question: How to what to, and in our case, I might use how to leverage video to increase by 40%, your buyer engagement rate that’s attractive. The second item you might include would be a webinar, an infographic, something other than what you’ve already included in the beginning.

Customer Testimonials

With that in mind, you want to be able to showcase another piece of content that addresses the specific challenge in question. You might be able to also incorporate client testimonial videos as well. You might say, here’s a one minute long video that showcases how such and such company was able to achieve $1 million by socially engaging their sales organization to do whatever it might be. Or by helping their sales organization to leverage social, however, you want to phrase that. But include that inside there, if you can, including those client testimonials.

3. Call To Action

Now, here’s where you go for the call to action. And in that call to action, you’re going to want to suggest a 30-minute meeting. Where you can share additional insights on how other companies are solving these problems very specifically. Now, oftentimes, I’m asked about the 15-minute meeting. Let me spend some time talking about the 15-minute meeting. Now, with the 15 minute meeting, it is extremely difficult to be able to build rapport with your buyer. I believe, and I think, as a sales leader, that we should never ask our buyer to spend 15 Minutes with Us.

At a minimum, it takes me just seven minutes to be able to start building rapport with a specific buyer on that conversation. So ask for 30 minutes. In order for us to do an effective job with understanding pain, problem solution application, the things they’ve done to be able to help solve that problem, it’s going to take us about 30 minutes. So, I highly recommend making sure that we don’t ask for a 15-minute meeting. Let the buyer know that you’re looking to spend 30 minutes.

Booking meetings

Now, let me take you back in and help you close out the perfect message. Now, once you’ve told them, that you’re suggesting a 30 minute meeting. What you want to make sure is that you identify that you’re available on two weeks out at 9am, three weeks out at 1pm and four weeks out at 4pm. Why? Well, generally speaking, you’re calling on an executive, and an executive is already busy. And their schedule is planned out at least two weeks out. Now notice how we have inside of here two, three, and four weeks out at nine one and four. Why? It’s very strategic in nature. We want to identify as a seller, when does this buyer potentially take meetings morning, midafternoon, or late afternoon so that we could possibly understand how to continue to message and engage with this particular buyer.

Now, oftentimes, I’m asked, Can I send a calendar invitation? The answer is yes. Yes, you can send a calendar link, excuse me a calendar link? Can I send a calendar link? The answer is yes, yes, you can send a calendar link. But this is how you do it. You want to make sure that you are showcasing respect for the individual and the executive that you’re calling on. And make sure that you give them three dates and time that they can look for. Don’t just send them your calendar link and expect that they’re going to quote book a call with you. You tell them alternatively, to avoid email scheduling volleyball, click the link here and feel free to find a time that best matches to your calendar.

Make your own personal meeting link

Now notice here this says schedule a call with mario.com. This is a great little ninja trick for you is go out to your GoDaddy or some domain provider.

And buy the latest and greatest schedule a call or book a meeting with John smith. Schedule a call with john smith.com. Buy that link and have that forward to your meeting link this way wherever you go whatever company you go to, you’ve got an actual meeting link that a domain that is tied to a meeting link. All of your customers whoever may use it will follow you along no matter where you go. It’s a great little trick so go out to your domain provider. Find book a meeting with insert your name, schedule a call with insert your name.com.

And with that in mind, you’re going to close out the message that says. Let me know which option works best for you. You want your buyer, the executive to be able to say. All right, I’ll find three dates. I’ll find one of these three dates and times. Or I’ll schedule a call if neither of this work and you’ve made it easy for them to, to do business with you or to potentially engage with you. Then finally close out with I look forward to speaking to you. Thank you and insert the prospects first name.

Summary

Now, this is the anatomy of a perfect message, you’re going to have personalization. Inside of here, you’re going to have personalization inside of here. You’re going to have a call, excuse me value that you’re going to bring your buyer. Which is through content, and then you’re going to have a call to action. And that call to action might be request a meeting. Alternatively, there are a number of other calls to actions that you can include.

Alternative Call to Actions

And let me expand on the call to the type of call to actions you can include. So just remember, not every call to action has to be booked a meeting. We all want to book those meetings. But a CTA might be simply asking a question to create engagement. For example, using that the anatomy of a perfect message I might open with those two elements that usually I speak to leaders are these two problems. Then I say those that have had these problems, I’ve provided this particular content or information.

I close with the question. Can I confirm? Are you challenged by either one of these two problems? Question mark? What am I looking for? I’m looking to create demand to bring that person in and say yes, yes, I do have a problem creating more sales conversations. Yes, my sales team does have a problem with creating sales pipeline. And therefore, I want to speak to you, and I will reply with Yes, I have that problem. And now you can reach back out and say here are three dates and times at nine one and four. Or alternatively, here’s my meeting link.

PVC Methodology

Now, let me take you back through and close this out. Now what I just summed up for you all ties right back into the PVC sales method. The Anatomy of that great post is structured around this methodology.

Personalize

And that is: learn to personalize your messages. In order to create the demand that you want to personalize that particular message. You can either personalized to the individual. You can incorporate company culture. Something that they posted an article they written commonalities mutual connections. Or you can personalize to the persona. In the example that I showed you, I was personalizing to the persona.

Bring Value

Number two, bring value, you must give value to get something in return. So in order to be able to give value, utilize content material, blogs, articles, white papers, eBooks. Even if your company did not write it, leverage that material and use the content to address the pain to reinforce your value proposition.

CTA

And finally, the third element is all around the CTA the call to action. Remember, most of us want to go after the meeting. But it’s not always the CTA that you want to utilize inside of a message that you’re engaging with a prospect to create the demand. You might ask a question to solicit a response, ask for their opinion, invite them to an event or ask for a meeting.

Now that is the PVC sales method, the P for personalized the V for value and the C for the call to action. So, if you want to create better demand inside of your sales pipeline inside your sales organization. Leverage the PVC method and both social touch email, text and even a phone call. I couldn’t be more excited that you joined me today. I want to thank you and make sure you go to the PVC sales method.com there’s an entire eBook with the scripts inside there. Just where to go to PVC sales method.com I’m Mario Martinez Jr, CEO and founder of Vengreso. And I want to thank you for joining me today and don’t forget to drive that demand.