April Dunford on product positioning, segmentation, and optimizing your sales process

Positioning and branding are different too. Positioning inputs into branding.

After positioning is done, then it does not finish. the next is telling the story, so sales can use it.

Capabilities comparison (features, capabilities of the company, capabilities of the product )is important. the differentiator value ones, in which there will be two or three themes.

Example: Segway is archetypal wrong in positioning. He went on the next level of human transport, but then it comes to this thing on good morning America. everyone is disappointed. they can not place it.

status quo: 30% of deals are lost due to indecision. excel sheets, interns, pen and paper you have to position towards those too. win against alternatives.

The below highlights are the content of B2b positioning.

if you are saying all types of people are loving our product, you are not seeing the pattern yet. once you see the pattern then you are ready.

"Positioning seems to be important folks, if wrong everything sucks, if get it right we make a bunch of money "

Steps of positioning: - scope competitive alternatives: status quo and shortlist - chart out differentiating capabilities- translate them into values: so what - theme/bucket the values 2 or 3 - chart the characteristics target account- what market category or context I am in