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What Does Command of the Message Really Mean?

We write and talk a lot about having Command of the Message® inside your sales organization. It’s a topic we feel strongly about, because without it no sales organization can thrive in a competitive environment. Command of the Message is the hallmark of a high-performing sales team.

But what does having Command of the Message truly mean, and how can your organization achieve it? 

 We define Command of the Message as: 

"...being audible-ready to define your solutions to customer problems in a way that differentiates you from your competitors and allows you to charge a premium for your products and services.”