The SAFE-BOLD framework is a concept used in sales and marketing to balance risk and reward in messaging and positioning. SAFE messages are those that align with a customer's existing beliefs and perceptions. They are easy to accept but do not differentiate the seller from competitors. BOLD messages, on the other hand, challenge the customer's current thinking and offer a unique perspective. They are more risky because they can be met with resistance, but they also have the potential to differentiate the seller and create significant value. The SAFE-BOLD framework suggests that the most effective sales and marketing strategies balance SAFE and BOLD messages to both align with and challenge the customer's thinking.
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How do you make your voice heard in a world of complex deals and risk-averse customers? How can you maintain control to ultimately win customer loyalt...
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The heart of the Commercial Teaching pitch is "What's currently costing our customers more money than they realize, that only we can help fix?". A Commercial Teaching message can only be developed from Step 6 - building consensus across the organization on the unique value proposition the supplier offers. From this, a core insight that creates customer value has to be identified to form The Reframe in Step 2. Then it's a matter of creating connections between Steps 2 and 6.
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