Strategic positioning can seem like an insignificant concept when selling your software or services into businesses, but to succeed in our over-communicated society, a company must create a position in the prospect’s mind, a position that takes into consideration not only a company’s own strengths and weaknesses, but those of its competition as well.
Let’s start with an example…
I want you to think of Ice Cream. So all ice cream is, is milk, cream, sugar and some flavoring. If you put it a tub, it sells for a $1 at a store. Now, tell me – how can a brand like Häagen-Dazs charge $6 for the same tub of ice cream? The answer is positioning.
Häagen-Dazs consciously choose they they were not going to serve all segments. They instead choose a segment that they can serve at a superior level. In other words, they choose a niche. This allowed them enjoy enduring profitable success of the past several decades and avoided become a commodity like other products in their segment. The important takeaway here is to consciously make the decision to not do many things and instead, just focus on one customer segment.
The Importance of Positioning for B2B IT Service Providers & Consultancies
Let me ask you, have ever experienced poor response rates from your outbound outreach? Did you get a less than average conversion rate with your paid ads? Did you end up wasting your time talking to people who don’t fit your ideal customer? Well, if you have experienced any of these things the chances are you are not positioning your business well enough. Consequently, your messaging and marketing collateral are all off point and too broad. You fall into the trap of trying to appeal to everyone and as a result, you end up appealing to no-one.
What is the Solution?
The solution to start making connections, getting responses and booking appointments is to start focusing on a niche. And that means, isolating a painful problem or inefficiency for one specific person. Not a whole industry or 10 types of customers at once. It means doing everything you can to solve that one specific problem for that one specific person. Deliver exceptional valuable for that one customer and collect a case study.
Conclusion & About me
I hope that you enjoyed this article. My name is Kieran Moloney and I help B2B Software Solution providers and IT Consultancies generate leads and acquire high-ticket clients. If you would like to setup a meeting / call with me, please drop me a message and I will be happy to speak with you.