Predictable Prospecting: How to Radically Increase Your B2B Sales Pipeline

CHAPTER

4

Crafting the Right Message

In Part I of this book, we explored whom to contact. In Part II, beginning with this chapter, we turn to engaging those right people with the right message (what).

Crafting the right message begins with recognizing that prospects exist at different stages of purchase intent in the customer buying cycle as illustrated in Figure 4-1. Effective messaging paves the way for authenticity, starting with initial contact to explore joint values and proceeding through product implementation, delivery, and finally postsale engagement and satisfaction:

  FIGURE 4-1   Stages of the Buying Cycle

In the first stage, the ...