sales-messaging

# Sales Messaging

Frameworks for crafting compelling sales messages across personas and objections.

## Value Proposition by Persona

| Persona | Role | Pain | Promise | Proof |
|---------|------|------|---------|-------|
| **Economic Buyer** | Budget authority | [Their pain] | [Business outcome] | [ROI, case study] |
| **Champion** | Day-to-day user/advocate | [Their pain] | [Personal outcome] | [Metrics, demo] |
| **User** | End user | [Their pain] | [Experience outcome] | [Trial, testimonial] |
| **Technical Buyer** | Security/IT | [Their pain] | [Risk reduction] | [Compliance, audit] |

## Message Architecture

### Pain-Outcome-Bridge

```
PAIN: "[Prospect], I've been talking to a lot of [role]s at [company type],
and they keep telling me [pain point]."

OUTCOME: "What if you could [desired outcome] without [common sacrifice]?"

BRIDGE: "That's exactly what [Product] does. We help [ICP] achieve
[specific outcome] in [timeframe]."
```

### Feature-Benefit-Impact

| Feature | Benefit | Impact |
|---------|---------|--------|
| [What it does] | [Why it matters] | [Business result] |

**Rule:** Never lead with features. Always: Impact → Benefit → Feature (if asked).

## Objection Handling Matrix

| Objection | Root Cause | Response Strategy |
|-----------|------------|-------------------|
| **"Too expensive"** | ROI unclear | Investment framing + ROI calculator |
| **"We have a solution"** | Switching cost fear | Migration support + quick wins demo |
| **"Not a priority"** | Pain not urgent | Discovery: "What would make it urgent?" |
| **"Need to think about it"** | Missing champion | Enable internal selling with materials |
| **"Need more features"** | Misaligned expectations | Scope confirmation: "Which specifically?" |
| **"Bad timing"** | Resource constraints | Lightweight start option |
| **"Your competitor has X"** | Feature comparison trap | Outcome redirect: "What outcome does X achieve?" |

## Response Framework: Feel-Felt-Found

> "I understand how you fe