Scenario A: You are in a meeting, rattling off all the amazing features your product has. The prospect nods politely, but their eyes glaze over. Something is not clicking.
Scenario B: You are having a real conversation. You ask questions to get to the heart of their challenges. As they open up, you listen, and then explain how your solution specifically addresses their pain points. They are hooked and asking for more.
The difference? Command of the Message.
This methodology provides a framework for creating that outcome-focused message in scenario B. It directs its focus on how you specifically solve prospect pain points, sets you apart from competitors, and builds the trust needed for a “yes”. But first, let us begin with the basics.
What is the meaning of the Command of the Message sales methodology?
The Force Management Command of the Message sales methodology helps you focus your message on the specific problems your prospect wants to solve and the results they want to achieve.
In today’s competitive business world, having a clear plan for how you approach sales is critical for success. Generic sales pitches will just not cut it anymore. This is where Command of the Message comes in.
Developed by Force Management, this method provides a structured messaging framework that helps sales teams consistently articulate their unique value proposition, differentiate themselves from competitors, and build trust with customers throughout the sales process.
It gives you tools to understand what makes your solution unique compared to the competition and positions you as a trusted expert, not just someone trying to make a sale. When you master Command of the Message, you can create strong pitches that connect with potential prospects, close more deals, and build better relationships.
Key components of the Command of the Message framework
The Command of the Message sales methodology is not just a set of tactics; it is a mindset shift that changes how you approach the entire sales process. Let us discuss the key components that form the foundation of this tried-and-tested sales methodology.
1. Target buyer personas
Understanding your ideal prospect is key. Command of the Message focuses on creating detailed profiles of the people you want to reach. This includes their job titles, the challenges they face, their decision-making criteria, and where they go for information. 56% of sales teams generate better quality leads with buyer personas. Knowing this helps you tailor your message for maximum impact.
2. Value proposition
Your value proposition is the core of your message. It is a concise statement that answers the question, “Why should a prospect choose you over everyone else?” A strong value proposition focuses on the specific outcomes you deliver and what makes you uniquely qualified to solve the prospect’s problems.
3. Messaging pillars
These are the three or four core messages that support your value proposition. They provide a framework for your sales conversations, making sure you hit the most important points every time. Think of them as things you want prospects to remember about your solution. These are the three messaging pillars:
4. Audible-ready value communicable in seconds
This is a lot like your sales elevator pitch, but even tighter. It is about being able to clearly explain your unique value proposition in just a few sentences. This means cutting out jargon, focusing on the prospect’s perspective, and being so concise that it could be convincing in a quick voicemail or hallway conversation.
Example:
❌ “Our cloud-based platform leverages AI-powered algorithms to optimize your supply chain logistics, resulting in increased efficiency and reduced costs.”
✅“We help businesses like yours save money and deliver products faster by streamlining your supply chain.”
The second version is clear, concise, and speaks directly to the benefit for the prospect. It is a message that can be easily understood and remembered, even in a brief interaction.
5. Differentiating from competitors
In this crowded market, simply having a good product is not enough. Command of the Message sales training helps you identify what truly sets you apart- whether it is specialized expertise, unique features, or a proven track record of specific results. It is about highlighting those strengths in a way that is relevant to the prospect.
6. Solutions to prospect problems
Prospects do not buy features; they buy solutions to the problems that keep them up at night. Command of the Message focuses on understanding the root cause of those problems and how your solution directly addresses those pain points. This shifts the conversation away from your product and towards the transformation you offer the prospect.
7. Proof points
Claims without evidence do not hold much weight. Command of the Message means backing up your message with concrete proof. This could include case studies, testimonials, data, or industry awards. Proof points build credibility and trust, showing prospects that you can deliver on your promises.
8. Enabling premium pricing
When you focus solely on price, you get dragged into a race to the bottom. Command of the Message helps you build a case for value- highlighting the return on investment (ROI) the prospect can expect by partnering with you. This allows you to command a premium price and avoid getting stuck solely competing on cost.
How to use the Command of the Message framework in your sales teams: A step-by-step guide
Ready to put the Command of the Message sales methodology into practice? Here is a step-by-step approach to ensure these impactful principles become ingrained in your sales culture and start driving results. Let us take a look:
Step 1: Getting leaders and executives on board
Command of the Message training can help your sales team, but it works best when company leaders are on board. Here is how to convince and prepare them for necessary adjustments:
- Speak their language: Executives care about the bottom line. Focus your pitch on how Command of the Message drives revenue growth, increases win rates, and boosts profitability.
- Back it up with data: Use industry benchmarks, case studies, or even internal data (if available) to demonstrate the potential impact on your specific business.
- Have a clear plan: Do not just present the concept; show them you have thought it through. Outline an implementation plan, including resources needed, timelines, and how you will track success.
- Emphasize change management: Acknowledge that any new methodology takes adjustment. Explain how you will address potential resistance and ensure a smooth transition. This shows you are mindful of the impact on the team.
- Secure an executive sponsor: Having a leadership figure championing the initiative sends a strong message to the sales team and other departments, easing that transition.
Securing executive buy-in and proactively addressing the change management aspect lets you pave the way for smooth implementation of Command of the Message. This strong foundation creates a supportive environment for your sales team to learn, adopt, and ultimately thrive with this new methodology.
Step 2: Educating and aligning your team
Simply telling your team to use Command of the Message is not enough. They must also be aware of the value it offers. To ensure its success, invest in comprehensive Command of the Message training and encourage a shared understanding:
- Go beyond theory: Provide reps with interactive workshops, role-playing scenarios, and ongoing coaching to make sure they deeply grasp the concepts.
- Use relevant examples: Tailor your training to your specific industry and ideal prospects. This makes the methodology feel immediately applicable and increases engagement.
- Create a shared language: By consistently using the terms and principles of Command of the Message, your team builds a shared understanding that streamlines conversations and improves collaboration.
- Provide continuous reinforcement: Make Command of the Message a regular topic in sales meetings. Review call recordings together, celebrate successes, and provide constructive feedback to help the new approach stick.
Investing in your team’s education and alignment is non-negotiable. This creates a strong conviction where everyone understands not only how to use Command of the Message but, more importantly, why it is so effective.
Step 3: Implementing Value Messaging Framework (VMF)
The Value Messaging Framework (VMF) is a core component within the Command of the Message methodology. It is not a separate approach, but a tool that helps you implement Command of the Message effectively. Here is how to get started:
- Understand your ideal customers: The VMF starts with profiling your ideal prospects. Go beyond demographics and dig into the challenges they face, their decision-making criteria, and where they get their information.
- Map their key problems: Identify the top problems your solution solves. Be specific, focusing on the root causes, not just surface-level symptoms. Consider their perspective and the business impact these problems have.
- Craft your value proposition: Develop a clear and concise statement that directly addresses those pain points, highlighting the unique value your solution delivers.
- Develop messaging pillars: These are the handful of core messages that support your value proposition. Think of them as the main points you want prospects to remember.
- Gather proof point: Back up your claims with evidence. This could include case studies, testimonials, industry awards, or hard data that demonstrates the results your prospects can expect.
92% of prospects expect a value proposition early in the entire sales process. But remember, the VMF is a living document. As you learn more about your prospects and the market, revisit and refine your messaging to make sure it always resonates as effectively as possible.
Step 4: Adapting sales processes
Command of the Message sales training works best when it is integrated seamlessly into your team’s existing workflow. Here is how to make those adjustments:
- Review your sales playbook: Identify where Command of the Message can improve discovery calls, sales presentations, objection handling, and other key stages.
- Update CRM fields: Consider adding fields in your CRM to automatically track the use of Command of the Message (for example, if a rep articulated the value proposition clearly). This allows room for analysis and reinforces the new approach.
- Provide comprehensive training: This goes beyond general methodology; train specifically on how it applies at each stage of your sales process. Use real examples and role-play scenarios tailored to your sales cycle.
Adapting your sales processes and focusing on process-specific training makes sure that Command of the Message becomes a natural part of your team’s daily interactions, not just a separate concept they have to constantly remember to apply.
Step 5: Involving sales support teams
Success with Command of the Message requires a team effort. Here is how to get marketing, product, and sales enablement teams aligned and supporting your sales force:
- Share the message: Make sure support teams fully understand the core principles of Command of the Message, your value proposition, and the key messaging pillars.
- Align content creation: Collaborate to create marketing materials, case studies, and sales tools that consistently reinforce your core messaging. This includes sales presentations, battle cards, and email templates.
- Provide training: Do not assume support teams automatically know how to communicate using Command of the Message. Offer tailored training to make sure they can support sales reps effectively.
- Encourage cross-functional feedback: Sales support teams have valuable insights from interacting with prospects and the market. Establish channels for feedback to continuously refine your messaging and support materials.
Consistency across all customer touchpoints reinforces your value proposition and builds trust. Involving sales support teams can make sure that everyone in your organization becomes an advocate for your solution.
Step 6: Monitoring and implementing regular checkpoints
Command of the Message is not something you set up and forget about. Making it work requires constant attention and improvement. Here is how to measure progress, identify successes, and drive continuous improvement:
- Data-driven insights: Make the most of your CRM and other sales tools to track Command of the Message adoption. Look for patterns in deal size, win rates, and sales cycle length that correlate with its effective use.
- Analyze sales conversations: With conversational intelligence tools or meeting recorders, identify how well your team articulates the value proposition, handles objections, and uses Command of the Message principles.
- Celebrate wins: Regularly highlight reps who effectively use Command of the Message. Showcase specific examples to motivate the team and demonstrate what success looks like.
- Provide ongoing coaching: Do not let feedback happen only during annual reviews. Use regular check-ins to provide targeted coaching and help reps hone their skills.
- Gather team feedback: Ask for your team’s perspective on what is working, where they need more support, and any challenges they face in using Command of the Message.
Monitoring results and gathering feedback is essential for the long-term success of Command of the Message sales training. Actively tracking progress and course-correcting as needed ensure this methodology becomes an effective and enduring competitive advantage.
Step 7: Measuring and reinforcing adoption
Tracking and celebrating progress are key to making Command of the Message integral to your sales team’s success. Here is how:
- Set benchmarks: Determine what successful adoption looks like. This could include a target percentage of sales conversations where reps clearly demonstrate Command of the Message principles. Use note-taking AI to find out how reps did on recent calls.
- Track key metrics: Analyze data from your CRM and sales conversations. Look for increases in win rates, deal sizes, and the speed of sales cycles that can be tied to Command of the Message framework use.
- Qualitative feedback: Go beyond numbers. Review recorded sales calls to assess whether the reps are effectively articulating your value proposition, addressing objections with confidence, and using messaging that aligns with your Command of the Message training.
- Celebrate success: Shine a spotlight on reps who exemplify Command of the Message. Share their wins in meetings, newsletters, or recognition programs. This builds motivation and makes adoption aspirational.
- Provide targeted coaching: Do not just focus on those who struggle. Provide coaching even to high performers- there is always room to improve. Focus on specific scenarios and fine-tuning their messaging.
Measuring adoption and actively celebrating success help create a culture where Command of the Message framework becomes a valued part of your sales team’s DNA. This continuous reinforcement drives long-term results.
3 real-life Command of the Message examples
Now that we have a fair idea of what Command of the Message is, it is time to see how this approach works in practice. We will look at a few common Command of the Message examples and discuss how the methodology improves your pitch:
Scenario 1: Focusing on features
❌Wrong way: “Our software has real-time analytics, customizable dashboards, and seamless integrations with your existing tech stack.”
✅Right way with Command of the Message: “Our software helps you make data-driven decisions faster. So, this means you can stop wasting hours on manual reporting and get insights that directly impact your bottom line.”
Explanation: The first example focuses only on what the product does. The Command of the Message framework focuses on the outcome- saving time and driving revenue.
Scenario 2: Handling objections
❌Wrong way: “Yes, I understand it may seem expensive, but we offer flexible pricing plans.”
✅Right way with Command of the Message: “I hear your price concern, but let us discuss the potential ROI of partnering with us. Many of our clients see a return within the first few months that far outweighs the investment.”
Explanation: The first response is defensive and concedes value. The Command of the Message response reframes the discussion to focus on the value and results the prospect can achieve.
Scenario 3: Standing out from competitors
❌Wrong way: “We are a leading provider in this industry with a team of experienced professionals.”
✅Right way with Command of the Message: “Unlike our competitors who take a one-size-fits-all approach, we tailor our solutions specifically to your unique needs. Do you want to see examples of how we have helped clients similar to you?”
Explanation: The first example is generic. The Command of the Message framework highlights your specific strength and offers proof to build credibility.
Scenario 4: Tailoring the message to the buyer persona
❌Wrong way: “Our platform is a comprehensive solution for all your marketing needs, with features like email automation, social media scheduling, and analytics.”
✅Right way with Command of the Message: “As a busy marketing manager, I know you are looking for ways to streamline your campaigns and prove ROI. Our platform offers [specific features relevant to marketing managers] to help you achieve [specific outcomes, such as increased lead generation, higher engagement rates]. Would you like to see how that would work for your team?”
Explanation: The first approach is a generic product pitch, while the second one addresses the specific pain points and desired outcomes of a marketing manager, showing a deeper understanding of their role and responsibilities.
Scenario 5: Building trust with proof points
❌Wrong way: “Our customer service is top-notch. We are always here to help.”
✅Right way with Command of the Message: “We take pride in providing exceptional customer service. In fact, 95% of our clients report a resolution to their issues within 24 hours. I would be happy to connect you with a few of our customers who can share their experiences firsthand.”
Explanation: The first approach is a vague claim, while the second one backs it up with a concrete statistic and offers social proof, building credibility and trust with the prospect.
Command of the Message is about shifting your focus from your product to your prospect. Understanding their problems, highlighting your unique value, and communicating that value clearly can set you apart and drive better sales results.
Why use the Command of the Message as a sales methodology ?
Your sales methodology is not just theory- it is about real-world results. With so many options out there, how do you know which approach will lead to tangible wins? Command of the Message offers a convincing answer, with a proven track record of improving key sales metrics. Let us look at the specific benefits it can bring to your sales team:
1. Increased close rates
Command of the Message framework helps you cut through the noise and have conversations that actually convert. By focusing on the prospect’s specific problems and how you solve them, you increase the likelihood of them choosing your solution. This means fewer deals slipping away to competitors and a healthier, more predictable pipeline.
2. Larger average deal sizes
When you focus on value, prospects see the bigger picture beyond just the immediate cost. Command of the Message helps you communicate how partnering with you leads to measurable results, whether it is increased revenue, reduced costs, or streamlined processes. This justifies a premium price and leads to larger deals that drive growth.
3. Improved profit margins
Selling on value combats the pressure to provide discounts, which eats into your profit margins. Command of the Message helps you articulate the full impact your solution offers, making prospects less likely to fixate solely on price. This allows you to win deals at a profitable price point, improving your bottom line.
4. Stronger customer relationships
Selling is about more than closing a deal; it is about building trust. Command of the Message teaches you to prioritize the prospect’s needs throughout the entire sales process. By positioning yourself as a true advisor who is deeply invested in their success, you build relationships that endure and create repeat business opportunities.
5. Enhanced sales team confidence
Having a clear message and knowing how to communicate value is a huge morale boost. Command of the Message gives you the tools to have more focused conversations, handle objections with ease, and approach prospects as the expert you are. This confidence translates into higher motivation and better results.
6. More efficient sales cycles
Command of the Message framework helps your team focus their time and energy on the deals most likely to close. By mastering this methodology, they can quickly identify unqualified prospects and pinpoint the key decision-makers. This streamlines the process and keeps your pipeline filled with high-potential opportunities.
Command of the Message vs. MEDDIC, SPICED and BANT sales methodologies
While all sales methodologies offer some value, Command of the Message focuses on areas often overlooked or only partially addressed by others:
1. MEDDIC
MEDDIC is a qualification framework focused on identifying if a prospect is a good fit based on factors like budget, decision-makers, and clearly defined pain points. Command of the Message goes beyond qualifying to focus on persuasive communication of value throughout the entire sales process.
Command of the Message + MEDDIC:
MEDDIC helps you identify and qualify the right prospects based on specific criteria. Once you have identified a qualified lead, Command of the Message steps in to guide your conversations, ensuring you articulate your value proposition effectively and address their unique needs.
2. SPICED
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SPICED is centered on finding out the prospect’s pain points and creating a sense of urgency to address them. While important, Command of the Message also teaches you to articulate how you uniquely solve those problems in a way that stands out from the competition.
Command of the Message + SPICED:
SPICED helps find out and amplify the prospect’s pain points, creating a sense of urgency. Command of the Message complements this by helping you articulate how your unique solution addresses those pain points in a way that differentiates you from competitors.
3. BANT
BANT is a traditional approach focused on qualifying leads based on their budget, authority to make the decision, need for your solution, and timeline for implementation. Command of the Message assumes you have a qualified lead; its focus is on closing the deal by showing a clear understanding of their needs and the value you offer.
Command of the Message + BANT:
BANT focuses on the initial qualification based on budget, authority, need, and timeline. Once you have established these factors, Command of the Message helps you craft a persuasive message that resonates with the prospect’s specific needs and budget constraints.
5 conversational intelligence tools that help implement Command of the Message
Conversational intelligence (CI) tools take Command of the Message to the next level. They go beyond subjective intuition to provide data-driven insights that help refine your messaging for maximum impact. Here is how CI enhances Command of the Message implementation:
- Understanding what works
- Identifying areas for improvement
- Scaling best practices
- Tracking progress
- Tailored coaching
Now, let us take a look at the 5 best conversational intelligence tools that help you perfectly get the right message across at the most opportune time:
1. Oliv
Oliv is an effective conversational intelligence platform that goes a step further. It is specifically designed to support the successful implementation of sales methodologies like Command of the Message.
Oliv can provide in-call suggestions to remind reps about key messaging points, competitive differentiators, and objection handling strategies based on the specific conversation taking place at the moment. Oliv breaks down each rep’s performance related to Command of the Message principles. This helps them understand their strengths and weaknesses for continuous improvement.
2. Gong
Gong is another robust conversational intelligence platform that records, transcribes, and analyzes sales calls. It helps identify patterns in how well your team is delivering their message, highlighting areas for improvement. Gong’s keyword tracking and call scoring features can be tailored to align with your Command of the Message framework.
3. Chorus.ai
Similar to Gong, Chorus.ai also records and analyzes sales conversations, but with a stronger focus on coaching and collaboration. It identifies coachable moments, allowing managers to provide targeted feedback to reps on how to better incorporate Command of the Message into their conversations.
4. Avoma
Avoma combines conversation intelligence with meeting scheduling and collaboration features. It provides insights into talk time, question types, and other conversational patterns, making it easier to identify where reps might be deviating from the Command of the Message approach.
5. Wingman by Clari
This real-time sales coaching tool can prompt you with talking points and questions during calls, making sure you stay on message and consistently communicate the value proposition. Wingman’s AI capabilities can be customized to go hand-in-hand with the specific language and principles of Command of the Message.
Gain competitive advantage with Command of the Message framework
Command of the Message is not just about talking points; it is about understanding your prospects’ challenges and clearly communicating the unique value you offer. By adopting this methodology, you change the way you approach sales.
Here are the key takeaways:
- Focus on prospect problems, not just your product
- Highlight what makes you different from the competition
- Build a strong case for the value you provide
Now is as good a time as any to start implementing Command of the Message and drive results for your sales team. A free demo with Oliv can show you how our conversational intelligence tools provide the insights and support you need to succeed.
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