Over the past 15 years, I have been fortunate enough to help design Go-To-Market (GTM) approaches and practice them as an individual contributor in sales and sales management. I have experienced firsthand how much extra work and confusion a GTM strategy can introduce if the right content and tools are not laid out first, enabling both sales and marketing to execute effectively in building, nurturing, and closing the sales pipeline.
Internally, companies need to have a clear set of prepared content and a specific plan on how to use that content. Along the way, throughout the sales lifecycle, this content needs to be continually enhanced.
In this article, I want to emphasize the importance of having a Clear Mission and Vision statement and how to convey them through storytelling (Case studies).
Elevator Pitch
Every salesperson has heard of the Elevator Pitch. The pitch can be as short as 30 seconds or as long as 3 minutes, depending on factors like the height of the building or the speed of the elevator. It's a metaphor for sales teams to think about how to introduce themselves, their company, and their offerings to someone in a short period. The pitch needs to be brief, sharp, and interesting, with the goal of enticing the person to set up another meeting for a deeper conversation.
I believe the best way to introduce your company is to explain its purpose through the explanation of its mission and vision statement.
I've found that Huawei's Mission and Vision statements are very simple and clear.
Vision: "To build a fully connected, intelligent world where all things sense, all things are connected, and all things are intelligent."
Mission: "To bring digitalization to every person, home, and organization for a fully connected, intelligent world."
The Vision represents your point of view on how the world is evolving, while the Mission defines your role in making that vision a reality.
The Vision provides a sense of direction, and the Mission prompts you to consider what actions you need to take and the urgency required to accomplish your goals.
For those interested, I recently came across an excellent Sales Coaching course called "Purpose-Driven Sales," where you can delve deeper into this concept. (Link in the reference below)
Storytelling / Case Studies
Everyone loves stories. They are memorable and easily shared with others. But do your salespeople know compelling stories to share during a 3-minute elevator ride?
These stories or case studies should not just be entertaining; they must also be relevant. Recently, I participated in a program with Boston Consulting Group (BCG) and adopted their framework for storytelling, which I found highly effective (SCQ-SR): Situation, Challenge, Question, Solution, and Results.
Situation: Explain the nature of the companies involved and describe the current situation.
Challenge: Identify the problems they are facing.
Question: Pose the significant questions they need to address.
Solution: Describe how these challenges were addressed.
Results: Share the outcomes achieved.
Effective storytelling can engage your audience, making your message more memorable and persuasive.
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