Sales conversations matter more than brand messages in the sense that they provide an opportunity for a direct exchange between the seller and the potential customer. During a sales conversation, the seller has the opportunity to answer questions, address concerns, and provide detailed information about the product or service being offered. This can be more effective in persuading a potential customer to make a purchase than a broad brand message, which may not address the specific needs and interests of the individual customer.
That being said, brand messages can still be important in influencing customer behavior and building brand recognition. A strong brand message can establish a company's reputation, differentiate it from its competitors, and create a sense of trust and loyalty among customers. However, when it comes to actually making a purchase decision, a sales conversation often plays a more central role in the process.
The process of encoding, transmitting, and decoding value communication with executives can be broken down into the following steps:
- Encoding: The first step in the process is encoding the message, which involves translating the value proposition into a form that can be transmitted to the executives. This may involve creating a presentation or document that outlines the key points of the proposal, including data and examples to support the argument.
- Transmitting: The next step is transmitting the message to the executives. This may involve presenting the proposal in person, sending an email or report, or using other means of communication, such as video conferencing or phone calls.
- Decoding: Once the message has been transmitted, the executives must then decode it and understand the value proposition being presented. This may involve asking questions or seeking additional information to clarify any points that are not clear.
- Valuable content: Finally, the executives will consider the value of the proposal and communicate their decision to the sender. This may involve providing feedback on the proposal and discussing any changes or modifications that may be needed before moving forward.
By following these steps, the sender can effectively communicate the value of their proposal to the executives and persuade them to support it. It's important to remember that effective value communication requires clear and concise messaging, data to support the argument, and an understanding of the executives' priorities and concerns. By considering these factors, the sender can increase their chances of success in communicating value to executives.