Nail Your Sales Messaging With Dallin Nead
Sales Strategies for Consulting Businesses
During the episode, Paul and Dallin discuss why messaging is so important to improve your sales, the ideal framework for breaking down your story, and the importance of video in every step of this process.
01:55 – What is called messaging. Dallin explains what you need to have in place to send the right messages to your audience.
03:02 – How do you get your message out there. Content is the only way you can be visible.
04:30 – How do you make what you do attractive to people. It’s as “simple” as translating that uniqueness in that message to how you show up online
07:10 – Simplify your message. Dallin recommends that you simplify it down to three to five steps.
11:00 – This is how you create your framework. Here is how Dallin breaks down a brand story into five Ps.
18:20 – Tips to use to create a story that really connects with your audience. Customer journey can be better supported when you insert video into every single step of that journey.
21:50 – Main ingredients of a good story.
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Dallin helps clients with a clear vision of their business to figure out what kind of message they need to get the results they are expecting from the business. Part of the journey comes down to getting clear on what you need to say in order to attract the right people, and that is called messaging. When you know how to talk about what you do and why in a powerful way, that attracts people that could fit in a simple marketing plan to capture more leads and make more sales. You can get that message out there with your choice of content because content is the only way you could be visible.
How do you make what you do attractive to people?
You need to figure out your unique approach or framework that would attract the right people and repel the wrong ones. It’s as “simple” as translating that uniqueness in that message to how you show up online, for example. And then that messages of uniqueness could go on your website, lead magnets and all your sales and marketing processes.
Dallin recommends that you simplify it down to three to five steps. Just like Bob Iger did when he was the CEO of The Walt Disney Company. When he started this position, he had 20 ideas in mind to create his own legacy. But once he shared them all with a political consultant, he told him that he needed to choose just three. And that’s what he did. He came up with three parts of his plan, which became his key messages that he repeated everywhere.
As a consultant, I would consider your framework or signature process as something that should be simplified down in an easy way to communicate and expect to repeat yourself through different formats.
This is how you create your framework.
It comes back to the brand story. What is the journey that you are going to take your customer to get them from point A to point C?
Dallin breaks down a brand story into five Ps:
- People: Describe your best fit customer.
- Problem: What stops them from getting what they want.
- Perspective: What do they need to believe in order to be successful.
- Plan: What is the plan they need to follow?
- Payoff: What success looks like.
This journey gives you all the talking points to talk about what your customer needs to hear. Every type of content should be about who you serve and who will hire you for your consulting services. The simpler you can keep your message and unique process, the easier your perfect customer would understand what you do and how you can help them.
How to create a story that really connects with your audience
Video has the whole experience that involves sight and sounds. It’s about using video to create a conversation with simple video tools you have in hand. Connecting with your audience through a conversation gives you the research and understanding about what their problems are.
The customer journey can be better supported when you insert video into every single step of that journey. And that can start with a video in your LinkedIn or Facebook profile that then takes them to your website. It’s all about pulling your ideal client into your platform and getting them to stay there to become a new lead that could buy one of your products or services.
Main ingredients of a good story
- Don’t make it about you.
- People want to see themselves in that story.
- Reference part of your journey to show authority and empathy.
- Focus on the problem that keeps your customer stuck.
- Focus on the benefits and the plan to make them successful.
- Content Supply
- Video Supply – Messaging guide
- Accelerate Sales Program
- Take The Accelerate Pulse check!
About Dallin Nead
Dallin Nead helps entrepreneurs and businesses create authentic, results-driven media so they can share their message and vision with the world.
He helps brands clarify, create, and communicate their vision for a happier, more meaningful life, business, and community.
He consults with small and large companies including Princess Cruises, U.S. Marine Corp., Teachable and many others.
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