I just got back from fly fishing for Golden Trout in the high Sierra mountains. It is said that they are gold in color because they are so close to the sky. I found the beautiful fish by listening to people who had been successful fishing there. They were fishers who came from the waters, knew how to get there and what fly to entice God's rare finned creatures.
It's like that when figuring out your compelling message: listen to the sales people who are talking to the customers. Sam Walton of WalMart said,"When you don't know what to do, go to the store. The customers have the answers." Sales people know what sells. Yes from time to time sales people do need guidance and help staying focused. But in general, they can tell Marketing what is going on and what works and does not.
I replied this morning to Elizabeth that the next work on her company's positioning would benefit from circulating the updated draft to the sales team. We had spent a day with them reviewing a new draft of the positioning. Their comments had been clear and helpful.
Great Marketing work comes from figuring out what is compelling to your ideal customer. Listening to Sales can be very helpful. Yes, at times the sales team wants to only do the easy sales, skipping the more difficult work (that can boost the company sales up to the next higher level). But overlooking the suggestions from Sales is not wise.
BOTTOM LINE: Today I was reminded how important it is to get the Sales people commenting on Marketing work, especially positioning. Let them give you tips, complaints and suggestions. Your compelling message will benefit.