CoM
Command of the Message Framework
Transform sales conversations from feature-focused to value-driven
1
Problem Discovery
Uncover the real pain points and quantify their business impact
1
Current State
Understand their existing processes, tools, and pain points
🔍
Deep Discovery
Map their entire workflow and tool ecosystem
📊
Baseline Metrics
Document current KPIs and performance indicators
👥
Stakeholder Map
Identify all players and decision makers
⚠️
Pain Indicators
Listen for frustrations and inefficiencies
💬 Key Discovery Questions
"Walk me through how your team handles [process] today?"
"What tools are you currently using for [function]?"
"What's working well with your current approach?"
2
Negative Consequences
Quantify the business impact of maintaining the status quo
💰
Financial Impact
Calculate hard costs of current inefficiencies
⏱️
Productivity Loss
Measure time wasted and opportunity costs
📉
Competitive Risk
Identify market share and positioning threats
😟
Team Morale
Acknowledge burnout and retention risks
💬 Impact Questions
"How does this challenge affect your ability to hit quarterly targets?"
"What's the financial impact of this inefficiency?"
"What happens if this continues for another 6-12 months?"
→
2
Vision & Value
Transform their aspirations into measurable business outcomes
3
Desired State
Help them envision and articulate their ideal future state
✨
Vision Casting
Guide them to describe their perfect scenario
🎯
Success Definition
Understand what "winning" looks like
🚀
Transformation Goals
Identify process and cultural aspirations
🔮
Future Capabilities
Explore what they wish they could do
💬 Vision Questions
"If you could wave a magic wand, what would this look like?"
"What would success look like in 12 months?"
"In a perfect world, how would this process work?"
4
Positive Business Outcomes
Connect their vision to measurable business results
📈
Revenue Growth
Quantify potential revenue increases
💵
Cost Reduction
Calculate savings from efficiency gains
⚡
Speed to Market
Measure acceleration of key processes
🏆
Market Position
Define competitive advantages gained
💬 Outcome Questions
"What would be the revenue impact of achieving this?"
"How much time and money would this save annually?"
"How would this affect your competitive position?"
→
3
Requirements & Metrics
Define the capabilities needed and how success will be measured
5
Required Capabilities
Define the must-have features to achieve their outcomes
🔧
Core Functions
Identify non-negotiable capabilities
🎪
Trap Setting
Guide them to articulate your strengths
🔄
Integration Needs
Understand ecosystem requirements
📋
Priority Matrix
Rank capabilities by business impact
💬 Capability Questions
"What capabilities would a solution need to deliver those outcomes?"
"What would be absolutely critical for success?"
"How important is [your differentiator] to achieving your goals?"
6
Success Metrics
Establish how they'll measure and track success
📊
KPI Alignment
Map to their existing success metrics
🎯
Measurable Targets
Set specific, time-bound objectives
👥
Stakeholder Buy-in
Identify who tracks and reports success
📈
Progress Tracking
Define monitoring and reporting cadence
💬 Metrics Questions
"How will you measure success in 12 months?"
"What KPIs are tied to this initiative?"
"What metrics would prove ROI to leadership?"
→
4
Solution & Proof
Position your unique value and substantiate with evidence
7
Position Your Solution
Connect your capabilities directly to their stated requirements
🔗
Direct Mapping
Link features to their specific PBOs
💬
Their Language
Use their exact words and priorities
🎁
Value Focus
Lead with outcomes, support with features
🤝
Partnership Tone
Position as collaboration, not pitch
💬 Positioning Statements
"Based on your need for [capability], here's how we deliver..."
"You mentioned [PBO] was critical. We help you achieve that by..."
"What you've described aligns perfectly with how we help companies..."
8
Differentiate
Highlight your unique value without disparaging competitors
⭐
Unique Value
Emphasize what only you can deliver
🛡️
Approach Difference
Focus on philosophy, not features
🎪
Trap Activation
Reference requirements they defined
🌟
Category Creation
Position in a league of your own
💬 Differentiation Statements
"Unlike traditional approaches that [limitation], we [unique capability]..."
"The key difference is our ability to [differentiator]..."
"This is unique to our solution and critical for [their metric]..."
9
Proof Points
Build credibility with tangible evidence and success stories
📚
Success Stories
Share relevant customer transformations
📊
Hard Data
Present metrics and measurable results
🏅
Recognition
Leverage awards and certifications
🤝
References
Offer connections to similar customers
💬 Proof Statements
"A company similar to yours achieved [specific result]..."
"We recently helped [customer] reduce [metric] by X%..."
"Here's how [customer] solved the exact challenge you're facing..."
Command of the Message Impact
Transform your sales organization with these proven outcomes
🎯
Value-Driven
Shift from features to business outcomes
💎
Premium Pricing
Justify higher prices with clear ROI
🚀
Faster Cycles
Accelerate deals with stronger business cases
🏆
Higher Win Rates
Differentiate effectively from competition