How do your clients perceive your business

Positioning starts with a product or service that a company offers. Ries and Trout (2001, P.2) therefore defined Positioning as, “not what you do to the product. Positioning is what you do with the mind of the prospect.” 

What you believe to be your company’s position is irrelevant if this is not aligned with your customer’s perception. Working in a company on a daily basis can often mean that we become blind to our external representation and become paralysed to present the company position in a KISS framework.

 “KISS” is often shudder worthy but perhaps an all too often underused acronym that stands for Keep It Simple Stupid. In the age of mass communication where we are typically exposed to over 3,500 advertisements a day, being concise and easy to understand has never been so important (Gibson, 2005). 

So in a world where it has never been so easy to communicate, what steps can you take to find your voice in the market?

1) Don’t forget your current customers.
Your current customers are your greatest brand ambassadors as they use your products and services. Leverage this. Ask your customers to review your services and share your story. This might seem daunting but if you believe in what you do and you do it well then incentivise your customers to share too.

 2) Learn from your lapsed customers.
Re-engagement with lapsed customers is often from a focus to sell but less often does an organisation challenge the question of relevance. When a customer stops spending with you it is often in part because you have become less relevant.

 3) The power of nudge.
Thaler and Sunstein (2009) discuss the importance of nudge theory and detail how important continued communication is for engaging with both existing and future clients. The theory presides over the idea that most decisions are made instinctively and unconsciously rather than made with rational decision making.

 4) Focus on the prospect, not the product.
Simplify your task by focusing on engaging your customer. Companies are expert technicians in producing advanced solutions but does the customer need it. Through focusing on the customer the company ensures that products and services remain relevant.

 Take further steps for enhancing your business positioning by reviewing Ries and Trout (2001) five key steps:
1) What position do you own?
2) What position do you want to own?
3) Whom must you outgun?
4) Do you have enough money?
5) Can you stick it out?
6) Do you match your position?

Let us help get your team onboard

 

Questions, comments and requests are always welcome please send enquiries to hello@vpconsulting.co.uk.