Levels of relevance in sales messaging

Levels of relevance in sales messaging:

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- Level 0: Your product

- Level 1: Persona

- Level 2: Persona + Industry

- Level 3: Persona + Industry + Company

- Level 4: Persona + Industry + Company + Individual

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Note: Please skip level 0.

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The #1 debate amongst sales leaders is whether to be industry-specific or not in their messaging.

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With rare exceptions, how you communicate with your buyer should ALWAYS include industry-relevant language.

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Why?

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1) Buyers are already skeptical of salespeople. This is one more thing you can do to show them you know their world.

2) Low conversion rates in cold emails/calls can almost always be traced back to super generic messaging

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So in other words, your messaging should always be at level 2 on the relevance scale.

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Here are a few tried and true messaging strategies:

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✅ Create clusters across your account list

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Let's say you sell into manufacturing and hospitals. When doing outbound, split those accounts up so you can speak to them in a one-to-many fashion that still addresses their personas and industry-based challenges.

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✅ Go level 3 & 4 where it counts

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These extra two layers of relevance are a lot of work. You need to find unique things about their company and themselves as individuals.

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Reserve this work if:

- Your ASP is ~$20k+

- You sell mid-market/enterprise

- You need meetings with senior execs

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✅ Nail levels 1 & 2

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The more dialed in the messaging is, the less pressure you have to really customize the message.

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Upgrade your messaging by:

- Uploading transcripts of sales calls with those personas/industries into ChatGPT

- Uploading marketing content into ChatGPT

- Use ChatGPT to find industry trends

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✅ Keep industry-based messaging simple

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You don't need to be an expert in a bunch of different industries. But you should be using their language.

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Examples:

- Call centers call their sales reps "agents" instead of "reps

- Professional services firms use "clients" instead of "customers"

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Little things like that are easy to do at scale and make a big difference.

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Agree or disagree that most messaging should be industry-specific?

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