--- title: Stay On Message | The Sales Blog description: 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 […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Screen-Shot-2013-04-20-at-9_26_11-PM.png --- ### [Now booking SKO meetings for 2026/27! 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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](http://thesalesblog.com/blog/2012/02/09/business-models-matter/), exactly [what they do](http://thesalesblog.com/blog/2013/03/11/follow-your-recipe/), and exactly [why they do](http://thesalesblog.com/blog/2013/03/08/on-being-a-craftsman/). They never really change the message because it doesn’t need to change. This group seeks better [execution](http://thesalesblog.com/blog/2013/03/07/are-you-practicing-excellence/) 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](http://thesalesblog.com/blog/2012/11/30/shortcuts-secrets-tricks-magic-bullets-and-shiny-objects/) 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. #### Questions Do you stay on message? Does your company stay on message? Or does the message continually change? How long does it take to execute real change? How much can you accomplish in a year? How do you stay on message while still providing inspiration and something to motivate your team? Why is “new” always so tempting? ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [Competition](https://www.thesalesblog.com/blog/tag/competition) [2013](https://www.thesalesblog.com/blog/tag/2013) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on April 20, 2013 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2022-06-16T3:23:38 PM", "datePublished" : "2013-04-20 16:39:55", "description" : "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. 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