- September 2, 2025
- Posted by: Dave Kurlan
- Category: Understanding the Sales Force
My message of the day is about the state of sales messaging but first, today’s analogy comes from the world of politics. I haven’t dipped into the political realm for an analogy since 2024, so my reminder is that for the purposes of my article, I am an observer, not a proponent of one side or the other.
Messaging from the two major political parties in the USA are starkly different.
On the Democrat side of the aisle, a single message is formed, every elected official gets that message, and a great many of them take to social media, the major news networks, and deliver that message, regardless of how out of touch it might be. For example, see this cringy series from February 2025 when Democrats posted identical videos bashing Trump and Musk.
On the Republican side of the aisle, there does not seem to be a central clearing house of messaging, there is a lack of consistency, and a relatively small number of Republicans get their varied messages out to the public. For example, in 2024 they had very mixed messaging about tax policy, leaving voters confused.
The result is that we see and hear much more of the Democrat messaging and while that doesn’t make their messaging any more appropriate, it is louder, more consistent, and for some, more effective.
One more example from the private sector would be the messaging from the supplement company Balance of Nature. Their message—“Get your fruits and veggies in a capsule, feel the difference”—is carried by real customers, not just the company. You see everyday folks—moms, retirees, fitness buffs and celebrities in advertisements, X posts, and YouTube testimonials, all sharing how Balance of Nature boosts their energy or health. The company sets the stage, but users amplify it with authentic stories, from “I feel 10 years younger” to “My doctor’s amazed.” Coordination comes through consistent branding—every ad and post uses the same green, wholesome vibe. It’s effective because it leans on real people’s passion, not corporate polish, driving massive subscription growth. It’s the anti-GOP: unified without being robotic, and way more authentic than the Democrats’ forced script.
Imagine if your salespeople echoed your value prop as passionately as Balance of Nature’s customers.
Just like in politics, sales messaging needs to be unified and authentic to win
Kurlan & Associates partners with Objective Management Group to evaluate sales teams. While Kurlan has evaluated hundreds of sales team, OMG has done it thousands of times with its partners. The comprehensive evaluation includes an analysis of two important data points around messaging. We capture each salesperson’s elevator pitch and value proposition and analyze them for consistency and appropriateness. In an overwhelming percentage of companies, close to 95% of them, there is no consistency, making the messaging from sales teams on par with Republicans.
Most companies have developed elevator pitches and value propositions, along with brand promises, taglines, and slogans. However, outside of what is shared with salespeople at introduction time, or during on boarding, there is typically little to no inspection, and left to their own devices, most salespeople modify those messages to the degree that THEY feel comfortable delivering them, if they are delivered at all.
Even worse, a majority of salespeople don’t seem to understand the difference between their elevator pitch and their value proposition.
This isn’t difficult.
Sales Leaders: Review your value prop and elevator pitches, make sure your salespeople have them, learn them, can repeat them without looking at their notes, understand their purpose, when to incorporate them during the sales cycle, and work with your salespeople to make sure this is being implemented. As with CRM compliance, and prospecting, make it a condition of continued employment.
If you need help perfecting any of your company’s sales messaging, call on us for help. Along with an analysis of current messaging, we can collaborate with you to create targeted, appropriate, consistent, and well delivered integrated and holistic messaging for your sales team.