Positioning Problems? Here are Some Common Symptoms.

Positioning pains are inevitable for any growth company. As your business scales and evolves, ensuring that your company, product or service is positioned effectively in the market becomes crucial. Yet, many companies encounter significant hurdles in this area. Do any of these symptoms sound familiar to you?


It Takes a 50 Slide Presentation and a Product Demo to Explain What You Do

If you find that explaining your value proposition requires an extensive presentation and a detailed product demo, it’s a clear sign of a positioning problem. Your message should be concise and compelling enough to capture interest within the first few minutes. Potential customers and investors need to quickly understand what you offer and why it matters. Simplifying and clarifying your positioning can help make your communication more efficient and impactful.

Every Sales Rep Uses a Different Presentation

Consistency in messaging is key to effective positioning. If each of your sales reps is using a different presentation, it indicates that your positioning isn’t clearly defined or communicated within your team. This inconsistency can confuse potential customers and weaken your brand’s impact. Establishing a unified positioning strategy and providing standardised materials can help ensure everyone is on the same page, delivering a coherent and powerful message.

You Sound Exactly Like Your Competitors

In a crowded marketplace, differentiation is essential. If your pitch sounds like that of every other player in your industry, you’re likely blending in rather than standing out. Effective positioning requires identifying and highlighting what makes your product or service unique. Conduct a competitive analysis to pinpoint your unique selling propositions (USPs) and make sure these are front and centre in all your communications.

Sales Teams Are Held Back by Long Sales Cycles or a “Nice-to-Have” Product

Long sales cycles and being perceived as a “nice-to-have” rather than a “must-have” can seriously hinder your growth. This often stems from a failure to clearly articulate the urgent, compelling value of your product. Revisit your positioning to ensure that you’re not just describing features but emphasising the tangible benefits and critical solutions your product provides. Showcasing case studies and testimonials can also help in demonstrating real-world value and urgency.

You Are Not Sure How to Create a New Category

Creating a new category can be a powerful way to set your company apart, but it requires a clear and strategic approach. If you’re struggling with this, it might be because your current positioning doesn’t adequately highlight the innovative or transformative aspects of your offering. Research and identify gaps in the market where your product can introduce a new solution or approach. Define this new category clearly and evangelise it through thought leadership, content marketing, and consistent messaging.

Addressing Positioning Problems

Identifying these symptoms is the first step in addressing positioning problems. Here are a few tips to help you refine your positioning strategy:

  • Simplify Your Message: Focus on clarity and brevity. Ensure that your value proposition is easily understandable and compelling.
  • Standardise Communications: Develop a set of core messages and materials that all team members can use, ensuring consistency.
  • Highlight Differentiators: Clearly articulate what makes you unique compared to competitors. Emphasise your USPs in all communications.
  • Emphasise Value and Urgency: Shift the focus from features to benefits. Show why your product is a must-have.
  • Explore New Categories: Look for opportunities to create a new category. Define it clearly and position your product as the leader in this new space.

By addressing these positioning problems head-on, you can ensure that your company not only stands out in a crowded market but also resonates powerfully with your target audience. Positioning is an ongoing process, but with a clear strategy, you can overcome these challenges and drive your business towards greater success.

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