When it comes to cold calling, you can have a great value proposition and, if you have marbles in your mouth and don't message well, your prospect won't listen.

So, what is messaging, this thing that can stop your prospects from listening? And how is it different from a value proposition? Quite simply, messaging is how the value proposition is delivered. It is the amalgam of words, phrases, and other things, like cadence and tone of voice, that you use to deliver your pitch.

Messaging is, without question, a business developer's best friend. Messaging is also where people most often make cold calling sales mistakes. Many people erroneously believe that a solid, well-structured value proposition is all you need to secure meetings with prospects. Although it is a crucial factor for a business developer's success on the phone, it is not enough, which is why the business developer that simply sticks to the script will fail to achieve top results.

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