How to Create Effective Positioning
This buzzword has been used constantly throughout the sales and marketing industries. This one term encompasses so much meaning and power for the brand. Positioning, according to the authors of the classic marketing book Positioning: The Battle for Your Mind, is based on one of 3 strategies that will engrave the brand in the prospect's mind:
1. Your product has to get there first, in terms of attaining both market share and mind share. If you're the market leader, your brand positioning becomes easier to establish in a sense. You're setting the current and you're in control of your product category for the time being.
2. You have to be the most viable alternative to the market leader. Coca-cola and 7-Up are the timeless examples used to convey this principle. 7-Up had positioned itself as the "un-Cola" back in the day. It cleverly leveraged a market leader's positioning to help carve out its own place in the market.
3. Differentiation. What benefits does your product or brand provide? How does it fare, in comparison to that of the competitor's?
Positioning is prevalent in all aspects of a company, a business unit, a department, a solution, your own personal brand, and all the details in-between the lines. In sales, how well you are positioned affects the kind of comprehensive solution you will be able to give your client. Solid positioning also provides confidence. You believe in what you're selling because you know exactly what it does (what the benefits are), the value you'll be able to achieve, and who your target market is. In other words:
What does your product or service do and who is it for?
Simple Steps in the Positioning Process:
1. Identify the relevant competitive products.
2. Identify the determinant attributes that define the product space.
3. Collect consumer's perceptions about the products in terms of these attributes.
4. Determine your product's current positioning in the product space.
5. Find out what combination of attributes consumers prefer most.
6. Look at the "fit" between the market segment and your product's current position.
7. Write positoning statement or value proposition.
(Marketing Strategy: A Decision-Focused Approach by Walker and Mullins, 7th edition)
How is the product that you're offering better or different? A positioning that is clearer, stronger, and resonates better with the audience can help you outsell and outcompete your competitors.
Do you believe in the power of positioning? Please feel free to leave a comment down below! Don't be afraid to think out loud.
About Molly D Protosow
Molly Protosow is the COO and Training Strategist for DMTraining. She manages the day-to-day business and training operations while helping research and develop new training programs as well as refreshing signature programs to reflect the newest sales trends, technology, and best practices. Molly utilizes her wide-range of skills to create sales and marketing assets focused on delivering value to DMT’s clients. Molly has a passion for learning and leveraging new knowledge and experiences. Outside of DMTraining, Molly is a hard core Pittsburgh sports fan, enjoys staying active by running and golfing, and unwinds by reading and playing the piano.