Stay On Message – S Anthony Iannarino

A few years ago, I spoke to a big sales organization. Their leadership team was brilliant. They were all on message, and the message was powerful. But it fell flat with the sales force. I wasn’t sure why it didn’t inspire them. For some reason it just didn’t resonate.

It’s always nice to be invited back to speak, and I was fortunate to have an opportunity to speak to this same sales organization a year later. Their leadership team was once again brilliant in their delivery. They were all on message. But this time, the message was different. The salespeople seemed to enjoy their sales conference, but they weren’t inspired to act, and the message again didn’t seem to resonate.

I was invited back a third time. As they were preparing me to incorporate my message into this year’s theme, I recognized that the message had changed a third time. That’s three changes in three years. It was then that I realized why nothing seemed to inspire or resonate with the sales force: the message changes every year.

Two Kinds of Sales Organizations

As I have spoken to sales organizations, I have found there are two kinds of sales organizations.

One type changes their theme and their message each year. This group believes that their organizational priorities need to change from year to year. They believe their theme needs to change, the message needs to change, and the content needs to change. Other than the people, it’s difficult to know it’s the same sales organization.

The other type of sales organization doesn’t ever really change their message. Unlike the first group, these companies know exactly who they are, exactly what they do, and exactly why they do. They never really change the message because it doesn’t need to change. This group seeks better execution and more true believers. They know that their conference is about reiterating the message and winning hearts and minds.

It’s hard to be inspired when every year the message changes. How can you believe that this year’s shiny object is going to solve all of your problems and bring success when “who you are” and “what you do” has changed three times in three years? The sales force simply waits you out. And they’re right to. If you really need to make change, you need to draw a line in the sand and stay on message until you get the change you need.

The reason people are energized by the same message (even though it might be delivered using different words and ideas), is because it provides meaning. The repetition deepens the belief. It means the path you are on is the right path and that it leads to success.

The trick is to stay on message.