April Dunford on product positioning, segmentation, and optimizing your sales process
open.spotify.comSaved by Gaia Soykok
April Dunford on product positioning, segmentation, and optimizing your sales process
Your positioning context sets off a really powerful set of assumptions about who your product competes with, what features your product should have, who the product is intended for, and even things like what the product should cost.
April Dunford • A Quickstart Guide to Positioning
Great positioning takes into account all of the following: The customer’s point of view on the problem you solve and the alternative ways of solving that problem. The ways you are uniquely different from those alternatives and why that’s meaningful for customers. The characteristics of a potential customer that really values what you can uniquely
... See moreApril Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
She immediately diagnosed what had been impeding the sales team: a lack of clear, repeatable messages that communicated the product's value, not just features. Along with that, the sales team needed a better understanding of which prospective customers were most likely to buy, rather than just relying on their Rolodexes. She also recognized the
... See moreMartina Lauchengco • Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group)
Great positioning takes into account all of the following: The customer’s point of view on the problem you solve and the alternative ways of solving that problem. The ways you are uniquely different from those alternatives and why that’s meaningful for customers. The characteristics of a potential customer that really values what you can uniquely
... See moreApril Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
The best market context for your product that makes your unique value obvious to those customers who are best suited to your product. Positioning can be a big and somewhat complex concept. But don’t worry, we can make it easier by first breaking it down into its components and then working through each of those in a systematic way.