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Sales team quite often and rightly so argue that they have little provided to them as sales tools kits from marketing.

They often do not mean the lengthy lists of collateral, the endless slides of powerpoint, they are referring to messages, arguments, tactics and above all reasons to damage the claims of the competition within the sales process.

Marketing Message & Sales Argument Evaluation

During this workshop, marketing message and sales argument are evaluated to test their consistency in message to market and the reasons behind abandonment by sales teams in their efforts to achieve target in favour of their own 'spun' selling points.

Once the differential is mapped, the workshop will then focus upon the use of messages within the sales process determine the effectiveness and use of selling statement, corporate brand value and marketing message within the sales cycle process itself.


Dilution will be considered - whether directly through the sales efforts or mistranslation through poor understanding of the marketing message and proposition. Application to business issues will be reflected upon and whether the message created by marketing is sufficiently strong enough to energise dialogue between target audience and selling machine.

Execution of messaging

Execution of the now refined messages, agreed as effective by both the sales and marketing teams to result in revenue generation within the corporate brand framework, the workshop will then turn its attention to the use of message in presentation materials and though out the sales cycle at each stage and at differing levels of the decision making unit - whether to educate in advance or close.

Workshop StagesWorkshop DetailsBook Online Now

For our research purposes, please indicate in the panel above your rating of importance or concern within your business for each stage in data quality and data planning; 1 being low, 5 being of high importance or critical to your business.

Workshop Stages Rating
Determine the value of your business, the brand, the product and the service layer.
1 2 3 4 5
Isolate the differential in the brand and what "value" is attached to this differential
1 2 3 4 5
Reflect against competition value statements and create competition killer arguments
1 2 3 4 5
Summarise key issues and pains of your target industry to create issue based value
1 2 3 4 5
Document the selling approach (sales cycle stages) and efforts to create supporting "tactical" engagement propositions during each stage of the process.
1 2 3 4 5
Establish how selling activities have been successful and the effective use of marketing message and branding statement to determine "dilution".
1 2 3 4 5
Map out the decision making unit and assess the issues and pains against their receptiveness to achieve key account penetration
1 2 3 4 5
Consider sales needs and engagement tactics for use in localised sales planning activities
1 2 3 4 5
Consider value within the bidding process and use in negotiations or competitive presentations
1 2 3 4 5

About the Workshop Co-ordinator

Our Education and course calendar will be delivered by an Anderson Baillie consultant.

Anderson Baillie consultants are acknowledged as leading authorities in technology and business-to-business sales and marketing; and have worked with many complex product and service scenarios, for both growing companies and large multi national organisations.

Case Studies
Bespak Case Study - Bespak - Making more of your contacts - Click here to read this case study
Anderson Baillie Business Growth working with IAS/Bespak
BASF IT Services Case Study - From the industry, to the industry for the industry - Click here to read this case study
BASF is one of the largest chemical companies in the world, with offices globally and a commercial strategy envied by all successful companies, whether associated with the group or in direct competition.