We discussed in the last AgriTalk Management Matters how to craft a compelling key company message. Essentially, a key company message is a concise statement (ideally 2-3 sentences, lasting about 30 seconds) that captures your company’s unique value proposition, what sets it apart from others, and why it could be of importance to the listener.
Having developed your key company message alone it is not enough, how it is delivered is also important.
Prepare and practice Have a few variations of your key company message prepared in advance, so you are always ready to take advantage of unforeseen opportunities. Practice its delivery (perhaps with a colleague), pay attention to the pace, and clarify of information and details provided. Don’t focus too much on remembering the exact words, rather focus on the impact your statement has and the reaction it initiates. Remember, no one likes listening to someone else who is reading a pre-prepared script.
Highlight unique selling points Clearly communicate why your company (or you or your product) should be the choice. Emphasize the unique benefits and value of your offering and clearly explain what is in for your audience – in other words, why your customer should be listening to what you have to say.
Adapt to your audience Always aim to tailor your messages, ‘Not one size fits all’. Tailor based on specific needs and state-specific benefits you bring. Avoid been the ‘solution’ for everything. For instance, your message for a gut health feed additive which is been promoted to a broiler integrator, should focus either on; the flock performance parameters or on avoiding financial losses or avoiding animal welfare issues, or on the decree of contamination at a slaughterhouse and so on. Which one of these positions you choose, it will very much depend on your audience. Be as specific as the situation allows it.
Engaging language Use simple, relatable language that avoids unnecessary jargon. Your messages should be simple to understand and memorable, making it easier for your audience to comprehend and recall what you have communicated.
Be conversational Avoid doing all the talking. Involve your audience in the conversation. Ask a question, ask for their opinion, and ask for feedback. Pay attention to the tone of voice you are using. ‘Colorful’ tone/voice helps create a connection with your audience and makes the discussion feel more natural.
Show enthusiasm Let your passion for your work shine through. A positive demeanor can engage your customers and make your message memorable.
Close with a call to action Close a conversation with a summary of the discussion and clear actions to be taken following the interaction.
Do you need help to develop and get the most out of your key message, want to find out more about them, or upskill your team’s commercial skills?
Reach out to us for an inside look at the 7Cs Selling Process and Workshops we have designed specifically for animal nutrition and animal health customer-facing professionals. Please contact us at agrischools@progressus.asia, or +66 (0) 61 393 5776 for a one-on-one conversation.
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