What do we mean when we talk about positioning?
Your company’s positioning determines how you are perceived and compared in your market place by all your stakeholders including employees, suppliers, customers and prospects.
One of the biggest struggles for many businesses is clearly defining what their business is. Much of our work involves helping companies decide what makes them different and then determine their positioning.
The symptoms of unclear positioning
How well do you understand the dynamics of your business, its culture and most importantly your customer clusters and how they make purchasing decisions? A business struggling to identify its point of difference will quickly recognise a set of issues or symptoms that are significantly impacting the business. Typically these symptoms include: unclear and inconsistent sales messages; customers regularly demanding or expecting discounts; an anxious sales force lacking confidence and therefore reluctant to charge a premium price for the products and services.; an extensive range of new product and service extensions that create further distraction from the core focus of the business, using up valuable resources and confusing customers even more.
Sound familiar? Don’t panic you are not alone
The most exciting aspect for us as a business is helping business’s see the light and define a clear positioning strategy. Often it’s a light bulb moment for our clients and you can see how this ignites in them the motivation to streamline what they say and do about their business.
The main benefits clear positioning brings to your business include:
- You will have a compelling story to tell everyone about your business that your employees, suppliers and customers will easily see and appreciate its significance to them.
- With the right amount of substantiation your sales team will have the confidence to sell this story and control the sales cycle.
- You shouldn’t have to compete on price and discount your services because your potential customers trust your positioning and be assured by your confidence in what you offer.
Exigent Marketing. Specialising in marketing, branding and creative design solutions for SME companies based in Twickenham working with business to business clients in West London, Chiswick, Twickenha, & Teddington as well as technology clients in Reading and Berkshire area. www.exigentmarketing.co.uk