How to Create Powerful Positioning Statements that Drive Sales Results

The Positioning Statement

A positioning statement positions your company and the products and services you provide. Think of it as a compelling picture of how you want your customers to perceive you and your company.

As a salesperson, there are many situations where a strong positioning statement is needed:

• When speaking with a prospect for the first time
• When your primary contact introduces you to a new contact within an existing client
• During a networking event or at a trade show when someone asks, “What do you do?”

You will need to tailor and adapt your positioning statement to each situation. There are many factors that impact the way you should tailor your positioning statement, such as the role of the contact you are speaking with or the amount of time you have.

When you deliver your positioning statement, it needs to come across clear, concise, and differentiate you from the competition. Many sales people think they have their positioning statements down pat. However, when I ask them to give me their positioning statement, I commonly hear words such as “ummm”, “ahhh”, and “uhhh” throughout.

In sales, you only get one chance to create a first impression, so you better get it right! 

When it comes to positioning yourself and your company, prospects and customers just want to know four things:

• Who are you?
• What do you do?
• How can you help me?
• How are you different?

If your positioning statement addresses these four areas, and it’s customer-centric, you’re on your way to having an effective positioning statement. 

The Structure of a Positioning Statement

Your customers are bombarded with messages throughout the day. When they hear any type of message, they are always thinking, “what’s in it for me” (WIIFM) as the customer. Therefore, make sure your positioning statement is customer-centric and focused on their needs, wants, expectations, and business objectives. Elements of an effective positioning statement include:

• Customer focused
• Demonstrates an understanding of the customer’s world
• Emphasizes the potential benefits of your product/service and focuses on value
• Can highlight previous success with similar customers (references, testimonials, etc.)
• Differentiates you from the competition

Evaluating Your Positioning Statement

Once you have developed your positioning statement, test its effectiveness. You’re probably on your way to a strong positioning statement if it meets the following criteria:

• Memorable. Will your customer remember it?
• Concise. Is it short, sweet and to the point?
• Clear. Will it create a clear picture of how you’re different?
• Relevant. Is the message relevant to the customer and their needs?
• Credible. Does it sound credible?
• Convincing. Do you speak with conviction?
• Motivating. Will your customer want to take action?

Positioning statements are never set in stone, so even if you have a good one, be prepared to adapt it. The only thing constant in life…is change. The market goes through change, the competitors change, your customer’s needs change, and therefore your positioning statement will need to change. 

Of course, the only way to truly know the strength of your positioning statement is to go out and try it on your next prospect. Then be prepared to refine it…over and over again. To achieve high sales success, you need to constantly refine your craft….just like the greatest athletes do….as well as the best sales performers. 

For more information, please feel free to contact me on LinkedIn or email me at [email protected]