The Power Of Positioning
One of the unassailable laws of marketing is that - we get the sort of business we are positioned for.
Positioning is how you are perceived by your marketplace, both as an organisation or an individual. Your most valuable asset is your reputation: it acts as a magnet for new business leads. Customers will choose you and your organisation because of your reputation – that’s the real value of fame.
Perception is everything in this. It’s not the reality, it’s the perception of reality that counts. Everything we do is either contributing to or detracting from the way the customer views us. Like a jigsaw, if one piece is missing the whole picture is spoiled.
Whatever your organisation sells, pause for a moment and ask yourself: ‘How is my company perceived by my customer?’ Everything counts – sales aids and brochures, advertising and PR, customer service, how the phone is answered, what’s on your website.
Unless you are in the marketing department or on the board, however, you don’t have that much control over corporate positioning. What you do have 100 per cent control of is your personal positioning.
How are you perceived? What do people say about you when you’re not there? What would you like them to say?
We studied personal positioning and found that there are three things major customers say about outstanding account managers:
- ‘They really understand my business and my industry. I learn from them.’
- ‘They are helping me solve my problems/achieve my goals.’
- ‘They work for me, like an unpaid member of my own staff.’
Think about it – if customers say that about you and your team, what’s going to happen when a competitor tries to break into the account? You’ve got it made.
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LDL specialise in high-impact leadership and sales development
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