For over a decade, whenever I take on a new client, one of the first things we do together is create a “Positioning Statement”\u2014a concise summary that defines their value and uniqueness to target B2B buyers.<\/p>\n
A well-crafted Positioning Statement serves a critical purpose: it helps your client understand that no matter how great their product or service is, it\u2019s meaningless if they can\u2019t explain it in a way that resonates with potential customers. The key question is: Can they express their value clearly enough to engage and motivate prospects?<\/p>\n
Think of it like this: Before you ever reach a decision-maker, already assume they have a to-do list of at least 10 tasks. Out of those, 1-3 are most likely the highest-priority issues that are causing them stress and need immediate attention.<\/p>\n
So, when you start a conversation or send an email, can you simply and elegantly<\/i> communicate the unique value you offer? Can you show how you can solve one of their 10 problems\u2014ideally, one of their top 3?<\/p>\n
A well-crafted Positioning Statement helps ensure that you\u2019re speaking to the right person, giving yourself the best possible chance for success with every prospect.<\/p>\n
When working on a Positioning Statement with your client, think like an investigative journalist. (I actually studied journalism and worked in the field for a while.) To write a good news story, journalists answer the five W\u2019s\u2014Who, What, When, Where, Why\u2014and the H (How). This framework helps tell a clear, fact-based story that engages readers.<\/p>\n
In the same way, a well-done Positioning Statement unites your client\u2019s team with a clear message. It can be shared across departments\u2014from accounting to marketing\u2014to keep everyone aligned on the company\u2019s mission and customer service goals.<\/p>\n
Below is a sample Positioning Statement I created to describe the value I offer to RepHunter members. I\u2019ve crafted it carefully to appeal to the specific type of clients I want to attract. While my services won\u2019t appeal to every company, this statement clearly speaks to the decision-makers and industries I want to target.<\/p>\n
For:<\/b> CEO\u2019s, Owners and Presidents that have at least $500K in current annual revenue that are offering B2B products and services which are disruptive to their industry and require a consultative sales approach.<\/p>\n
Who need:<\/b> Early adopters and innovators to help grow sales volumes.
\nDavid Westdorp Strategies offers: A proven consultative sales approach that connects you with your ideal target market.<\/p>\n
We deliver:<\/b> Your calendar filled with pre-qualified prospective clients that results in a targeted 10X return on your investment in our services.<\/p>\n
Unlike the competition:<\/b> We provide a weekly report outlining our goal of achieving a 25%-35% contact rate with decision-makers and a win rate of 50% or higher for the prospects we book meetings with.<\/p>\n
We also provide:<\/b> Custom B2B contact databases, ghost-written reference letters, and tailored sales materials.<\/p>\nFinal Thoughts<\/h3>\n
I\u2019d love to hear your feedback on this article! Do you have suggestions for improvements? I\u2019m always interested in learning from fellow B2B sales professionals about how they work with clients. Feel free to reach out with any questions or ideas.<\/p>\n