SALES
Laying the Foundation for Early Traction
Building a Competitive Positioning Strategy
Competitive positioning defines how your product stands out in the market. It highlights your unique value to attract and retain customers.
Why it's Important
Differentiates you from competitors.
Clarifies messaging for sales and marketing.
Aligns your team around core value propositions.
How to Implement
Identify competitors and analyze their strengths and weaknesses.
Define your product’s unique selling points (USPs).
Create messaging that resonates with your ICP.
Validate positioning with potential customers.
Update positioning based on market changes.
Available Workshops
SWOT Analysis: Evaluate your product’s strengths, weaknesses, opportunities, and threats.
Competitive Matrix: Chart competitors’ features and gaps.
Value Proposition Canvas: Align your USPs with customer needs.
Messaging Workshop: Craft and test value statements.
Mock Debates: Compare your product’s value to competitors in role-playing scenarios.
Positioning Testing: Test messaging with real users.
Deliverables
Competitive analysis document.
Defined USPs and positioning statements.
Market messaging playbook.
How to Measure
Win/loss rates against competitors.
Customer feedback on messaging clarity.
Increased inbound leads from target ICP.
Real-World Examples
Apple
Positioned the iPhone as a premium, design-centric product.
Salesforce
Branded itself as the first cloud-based CRM to break traditional software models.
Figma
Highlighted its collaborative design features to stand out in the design software market.
Get It Right
Conduct detailed competitor research.
Align positioning with customer priorities.
Continuously test messaging with your audience.
Stay flexible to market changes.
Emphasize your unique advantages consistently.
Don't Make These Mistakes
Overcomplicating your positioning.
Ignoring competitors' strengths.
Relying on untested assumptions.
Failing to communicate positioning clearly to the team.
Being reactive instead of proactive in updates.
Provided courtesy of Whitney Elenbaas, Fractional CRO