How Marketing can Help Sales Win More Business

I love discovering fresh ideas that can help B2B marketers can align more tightly with Sales. Our guest blogger of the month, hospital Lisa Magnuson, describes the power of “Win Themes.” Her clients have experienced success with this model.

Keep reading, and be sure to download the Win Themes tool.

Submitted by our guest blogger, Lisa Magnuson

Have You Heard the Secret? Winthemes
There's a secret in sales that you need to know. A secret so straightforward, yet so potent and up till now surprisingly little understood. Chances are your competitors don't know it. I'm talking about 'win themes'. Don't be embarrassed if you've never heard the term; only those 'in the know' (which includes all my clients) really understand the concept and how to use it for remarkable results.

Win Themes
Win themes are the intersection of your client's priorities and your strengths. They're the top 3 – 4 areas of overlap that create a sweet spot which translates into immediate client receptivity. Yes, it's that simple. Win themes are the messages that will be reinforced throughout your proposal, presentation and all interactions with the client. They compound your strengths and competitive advantages. They can only be built on a solid understanding of your client's vision, mission, goals, priorities, initiatives and problems. They are your differentiators. They form the basis of your custom value proposition. If your client desperately needs to increase profits but lacks resources, and your organization has expert resources with a track record of improving profits, then you have a win theme (and most likely a sale).

Why So Powerful?  
Once win themes are identified, tested, and expanded, they can be incorporated into proposals, presentations and other prospect interactions. List your win themes in order of impact. Determine what 'evidence' can be offered to support each win theme. To test for strength and validity, have a neutral trusted advisor read through your proposal or listen to your presentation and tell you the top 3 things that stood out. Strong win themes will effectively lock out the competition. 
A Sales Success Story
One of my clients was recently responding to a sizable RFP (request for proposal) doing a great job of answering each question. However, after reading through the entire response, there weren't any 'stand out' points that the potential client could hold on to. Utilizing the Win Theme Development Tool, we zeroed in on several prospect goals that were areas of strengths for my client's company and bingo, we had our win themes. My client re-purposed each answer, including the executive summary, finding creative ways to highlight and reinforce the win themes throughout the response. The result: a big sale and a new customer!


Now that you know the secret, feel free to use it to enhance your close ratios. However, you might want to keep it hush-hush from your competitors.

Editor’s Note: Feel free to share your success with Win Themes here. We welcome your contributions.

  Press photo 9-11

About Top Line Sales: Lisa Magnuson, sales strategist and founder of Top Line Sales, LLC, helps high potential and top performing sales people and business owners land larger deals, improve close ratios and expand business. Lisa is passionate about her mission to help her clients ‘win’ more often. Reach her at

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