By Mark Allen Roberts
In my last few posts have been about how buyers become “Brand Damaged” and this preventable disease will quickly eat away at any chances your team thought they had of achieving their sales goals. It is very difficult to heal damaged brands. Another marketing disease that frequents particularly large companies occurs when sales has to : Assume the Position of your product or service when presenting buyers. If your salespeople do not clearly understand your product positioning they are left to be pat down by buyers . Sales then assumes what it must represent to make this uncomfortable experience end,and the result is very dangerous. It is dangerous because you fail to close sales you probability could have won and your sales team is promising things you can not execute.
I can hear some of you now, “ok, you have discussed branding and positioning in the last two posts, enough already!” My answer is no, I have shared branding and how your brand can become a damaged brand in the minds of your buyers. In this post I will discuss how far too many companies force their salespeople to ; Assume the Position their product or service has in the minds of their buyers and this results in lost sales that could have been yours.
Let’s go over a couple quick definitions;
Brand- Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer’s mind (see positioning). Thus brands help harried consumers in crowded and complex marketplace, by standing for certain benefitsand value. Legal name for a brand is trademark and, when it identifies or represents a firm, it is called a brand name. See also corporate identity.
Position, Positioning, Positioning Statement - Written description of the objectives of a positioning strategy. It states (1) how the firm defines its business or how a brand distinguishes itself, (2) how the customers will benefit from its features, and (3) how these benefits or aspects will be communicated to the intended audience.A positioning statement is a subset of a value proposition that optimizes it for marketing communications purposes. It identifies the target audience, the product and its category, a specific benefit, and is differentiable from the nearest competitive alternative. It is an internal, non-emotional statement that becomes the messaging cornerstone of an integrated marketing campaign.
You can control your “positioning” by creating a unique selling proposition and using it in all your marketing communication. Over time, as people become aware of your products and services, you start building your brand in your prospects’ and customers’ minds. Positioning is something you can do now when you state the problems you solve and how you uniquely solve them. Branding happens over time. Branding refers to what your customers think or feel when they hear a specific word. Positioning refers to your position “relative to” or “in comparison to” your competitors. Positioning is sharing your distinctive competence with your market. Branding is your product’s identity established over consistently executing what you promised.
With that said…
Are your salespeople trained and aware of your product positioning? …are you sure?
When your salespeople meet with new prospects do they know your product’s distinctive competence?
Is your brand and position true in the minds of your buyers?
Are some of your products; “positioning dated”?
Are your salespeople “assuming” they know what your product position statement is or sharing a dated position that worked five years ago?
Is it time to re-position your product(s) based on the market conditions and problems your buyers face today?
Salespeople are focused on closing new business and if you do not provide your product positioning that resonates with buyers, sales will assume and make their own tools to drive the sale to a close. The trouble is, from a buyer’s perspective, it feels very uncomfortable as they have to pat down salespeople to find products that may solve their problems. For a buyer it feels like the salesperson is playing feature and benefit BINGO. They keep tossing features and benefits expecting the buyer to yell; “BINGO …I get it now, I know what problem you can solve for me.” The more this salesperson is left to find your product’s position the less credible they becomes in the mind of your buyer. The more salespeople you have on your team creating your positioning, trying to sell dated positioning, your market will lose trust in your company.
Don’t make your salespeople Assume the position when meeting with buyers.
Train your salespeople to seek unresolved market problems and understand your product’s position to solve those problems. The goal of positioning is when your target market associates a benefit with your company. When you fail to establish a strong foundation from a position that resonates with your buyers, you fail to create brands that create raving fans.
So hopefully you can see now that when salespeople are forced to Assume the Position of your product or service it creates an unstable foundation for a trust based relationship and is it any wonder buyers become brand damaged? A strong position in the mind of the buyer, reinforced over time connects to the buyers’ emotion and they begin to trust. It is at that point your positioning becomes a brand.
When salespeople are forced to assume the position of your product ;they make an ass out of you and your company.