How can you succeed in winning a sale when it’s a virtual tie?
That’s the new challenge facing companies in an increasingly competitive business marketplace. The answer is recalibrating the way your company’s value proposition is being positioned.
If your company already enjoys a huge product advantage, you may not even need to think about sales strategy. It’s more likely, however, that your value proposition sounds surprisingly similar other competitive offerings, in which case, how your product is being positioned is more important than the product itself.
If you look around any company today, it will quickly become clear that some sellers are more effective than others. Just look at the numbers, and how consistent they seem to be where top performers continue to deliver top performance.
If you attribute their success to luck, charisma, or personality, then their success cannot be duplicated. Fortunately, consistent top performance has more to do with communication techniques that enable sellers to effectively and consistently convey the value of their products and services. In short, it all comes down to having an effective positioning strategy.
The bad news is, the way most sellers have been taught for decades does more to commoditize their value than differentiate it. The traditional ‘elevator pitch,” for example, is virtually identical between competing companies, which is exactly the opposite of what sellers are trying to accomplish.
QBS is now offering clients the ability to schedule either a conference call or a Positioning Boot Camp, where we work with the sales and marketing teams in a ‘think tank’ session to evaluate how your current positioning strategy could be optimized based on how you want your products and services to be perceived, as opposed to the usual feature/benefit analysis and slogan building.
Tired of having your value proposition get commoditized?
If so, it may be time to update your positioning strategy. A Darwinian style recalibration is now underway where individuals and companies will play a more crucial role in their own success than ever before.
As you know, sales and marketing departments at competing companies have been trying to out-describe each other for years. As a result, industry buzz words have been reduced to sounding more like mush. Hence, the traditional ‘elevator pitch’ has become one of the quickest ways sellers can undermine their own value proposition.
In today’s marketplace, I would argue that effectively positioning your product relative to other solution alternatives is more important than the viability of you company of the product itself. Just look at any sales organization and you will notice that some people are more effective than others, though they are selling the same type of products to similar customers.”
I originally built my business by training salespeople HOW to be more effective. More specifically, the QBS methodology teaches sellers how to position themselves, their companies, and their product offerings to maximize revenue and sustain the highest levels of customer satisfaction.
But, it turns out that the skill set required to position the value of your recommended solutions is not limited to salespeople. Have your visited your competitor’s website lately? Everyone claims to be the leader in their industry, with a track record of success, a commitment to quality, and an experienced staff that is second to none. Unfortunately, these claims of superiority are quickly disregarded by potential customers.
The net result is, sellers and marketers now find themselves in the awkward position of wanting to convey and communicate robust value messages, but they don’t want their messaging to be commoditized or put in the same bucket with other claims that have been instantly disregarded.
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