How to Perfectly Position Your Proposition with a Savvy Sales Team

I’ve been recently working on a new offering for SME business owners. It’s been a real labour of love as I’ve sought to develop a proposition that will be of huge value to those it’s intended. Part of the process of developing it, has been (of course) developing the sales positioning and making sure that it’s articulated in the right way. It’s gotten me thinking about what makes a proposition fly or flop when it comes to the sale, so I thought I’d share a few insights which might be of help to you, if you are thinking about ways to improve in this area.

I hope you find it useful.

In business a well-crafted proposition effectively addresses customer needs, pain points, and desires, making it an essential tool for attracting and engaging customers, driving sales, and establishing a strong market presence. It encapsulates what makes your business's offering distinct from your competitors and communicates why potential customers should choose it.

But having a strong proposition on paper is only half the story. Your sales team needs to be able to speak its language fluently. They're the bridge between your proposition and potential clients, therefore their ability to clearly articulate its merits and explain how it directly addresses the client's needs is where the magic happens. This goes beyond a scripted pitch; it's about understanding the proposition so well that they can make it resonate with each unique client.

So how do you ensure your sales team have a crystal-clear understanding of your proposition and how to position it with your customers in such a way, that they are compelled to take action and buy?

Imagine an orchestra where every musician knows their part by heart. Your sales team is no different. To ensure they're all singing the same tune, it’s essential that you start as you mean to go on, and that means thorough onboarding of new members of your sales team is essential.

This should be a process which doesn't just introduce them to your proposition; but immerses them in it. They need to understand its nuances, benefits, and real-world applications. A well-inducted team presents a unified front, building trust with clients who hear a consistent message from every team member.

Next, it’s crucial that your sales team know the real benefit your proposition provides your customers. Modern buyers are different; they're looking for more than just a product or service – they want solutions to their challenges. Here's where solutions selling comes into play. Your proposition shouldn't just outline features; it should position your offering as a problem-solving tool that enhances the customer's life, overcomes their problems, and challenges, or gives them the gratification they seek. This shift in perspective, from product to solution, can make all the difference in capturing interest and closing deals.

And then there’s remaining competitive…

In business, standing still is rarely an option. Industries change, customer preferences shift, and competitors emerge. A proposition that once shone might dim over time. That's why continuous learning and evolution are crucial. Encourage your sales team to stay updated on trends, market dynamics, and your competitors' moves. A proposition that evolves with the times ensures you stay relevant and maintain a competitive edge.

And there you have it!

A well-crafted proposition, effectively communicated by a knowledgeable team, lays the groundwork for strong relationships with clients. When clients feel understood and valued, they're more likely to become loyal customers who return for more. So don’t scrimp on the time you give to educating your sales team on your proposition, or your customer for that matter. It really will make all the difference.

If you’d like more insight on how I can help you to improve the way in which your sales team position your proposition with your customers, get in touch for an informal chat. Simply drop me an email at [email protected]?

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