What is Product Positioning? 5 Easy Steps to Boost Sales Performance

Product positioning is a vital advertising and marketing method. With out it, you may find yourself having a product that doesn’t appear to fulfill any actual wants, doesn’t evaluate effectively with opponents, and simply doesn’t have a lot of an intention or objective. 

If you end up with what you imagine to be a fantastic product, however you’re simply undecided learn how to promote it, or nobody appears to be shopping for it, you is perhaps going through a difficulty with product positioning. So let’s dive into what that is, and the way you need to use it to spice up your gross sales. 

What’s product positioning? 

The phrases “Product positioning” would possibly spring to thoughts photos of grocery store employees putting sweets on the eye-level of kids, or displaying nice bargains proper subsequent to the cashier. Nonetheless, that’s not the kind of product positioning we’re going to cowl on this article. 

Product positioning as we imply it’s a advertising and marketing technique – one which impacts how a product is perceived by the audience. The aim is to speak to the general public how a particular product can remedy an issue confronted by the patron, and in a greater means than the opponents.

How is your product completely different out of your opponents’ merchandise? How is it higher? That is what you wish to talk. 

So by positioning, we’re speaking about positioning your product available on the market sphere, positioning it in relation to your opponents, and positioning it in relation to your viewers’s wants. 

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Advantages of product positioning 

There are a number of advantages of product positioning – let’s  check out a few of them.

1. Improved understanding of product

The work included in positioning your product on your viewers naturally entails studying lots about your product within the course of. It’s essential to be taught why your product is healthier than different ones available on the market, so to specific that to your viewers. 

You additionally must be taught the way it’s used to be able to determine why folks would need it and learn how to place the product of their lives. This information will be handed on to gross sales groups to assist them on the subject of making gross sales and serving to clients – which, finally, helps you align your workforce. 

2. Improved buyer expertise

If a buyer understands the worth of their product, the way it’s higher than others available on the market, and the way it meets their wants, they’re going to get extra out of the product and have a greater impression of your model. 

This implies an total extra constructive expertise, and the constructing of extra belief along with your model. 

3. Aggressive benefit 

Product positioning, by speaking the worth of your product to your viewers, lets you get a leg up on the competitors. Do different blenders solely have two modes? Effectively, possibly yours has 4! 

Do different ecommerce platforms have a stellar customer support workforce? Perhaps that’s one thing you may talk to the general public. Serving to your clients to see these advantages provides you a bonus. 

4. Cash saving

What’s product positioning if not a money-saving device. By making essentially the most out of your product with intelligent advertising and marketing, it can save you a number of {dollars}. As an alternative of utilizing much less efficient advertising and marketing strategies, it can save you cash by investing extra correctly and getting your product onto your viewers’s radar. 

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The best way to place your merchandise

Let’s leap into how one can place your merchandise to spice up the efficiency of your gross sales workforce! 

1. Suss out the competitors

Sussing out the competitors consists of a sequence of analysis efforts that show you how to to higher perceive your opponents’ strengths and weaknesses, in addition to their market positioning. Extra particularly, you might want to:

Establish who your opponents are by making a listing of each direct and oblique opponents in your business.
Analyze their merchandise to know what they provide, what options they possess, pricing, and high quality.
Examine their advertising and marketing methods, comparable to how they place their merchandise, messaging, branding, and promotional strategies.
Try their on-line presence, like web site, social media, and buyer evaluations, in addition to fame on-line.
Perceive their audience – their demographics, preferences, and even shopping for conduct.
Discover their strengths and weaknesses, what they do effectively and the place they fall brief in comparison with your merchandise.
Establish Gaps out there – these alternatives the place you may fill a necessity that opponents don’t.

A complete overview of your gross sales teaching platform opponents, for instance, can provide you helpful insights that may assist you to stand out and place your merchandise strategically on this explicit market.

2. Perceive your buyer on a deeper stage 

Understanding your clients on a deeper stage is essential for understanding what product positioning is, in addition to studying gross sales questions that shut the sale for that viewers. You wish to be taught what their motivations are, in addition to preferences, and ache factors to place your merchandise out there. Particularly, you wish to:

Establish buyer wants, what issues or challenges they face that your product can remedy. This can show you how to on the subject of positioning your product as an answer to their particular wants.

Develop buyer personas which might be extra detailed than segments and embody issues like clients’ objectives and preferences, values, and buying conduct. This can information you in crafting messaging that resonates with every persona.

Control buyer conduct, how they work together along with your merchandise, web site, and advertising and marketing marketing campaign. This can show you how to determine traits that may inform your positioning technique.

Stay customer-centric, i.e. assembly buyer wants and delivering worth, as an alternative of simply promotion.

3. Outline your distinctive promoting proposition

Defining your Distinctive Promoting Proposition (USP)will show you how to to distinguish your merchandise from opponents, in addition to  speaking their worth to clients. Listed below are some key factors to contemplate with reference to this:

Be clear and concise in order that your USP is simple to know and bear in mind. Obscure and generic statements must be averted in any respect prices. Be particular.

Present how your USP is an answer to ache factors skilled by your goal clients. How can your product make their lives simpler, higher, or extra fulfilling? 

Make it possible for your USP aligns with your model’s values. By being constant in your messaging, you may develop belief and credibility with clients.

A robust and compelling USP can assist you to talk the distinctive worth of your product presents and stand out in a crowded market.

4. Develop a positioning abstract

Growing a positioning abstract lets you specific your Distinctive Promoting Proposition (USP) concisely. Listed below are some suggestions:

Start by clearly stating what units your product aside from opponents – your USP – and why clients ought to select it. 
Outline your audience, who your product is designed for. Summarize the particular wants it addresses on your viewers.
Spotlight key advantages, the way it improves clients’ lives higher than options out there.
Maintain it concise and compelling to seize the essence of your product, with out jargon or technical language.
Replicate your model id

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5. Create a messaging technique

A messaging technique will hold your efforts coherent and seamless and assist generate income. Listed below are some key tricks to think about when creating this:

Perceive your audience, and adapt your messaging to resonate with their wants and motivations. Use language that feels acquainted and relatable. 
Make it possible for your messaging displays and reinforces your Distinctive Promoting Proposition (USP) and positioning out there. You wish to improve a way of belief and familiarity, and spotlight what’s nice about your product.
Spotlight the important thing advantages of your product, its options, and the options it gives utilizing clear and persuasive language. 
Use clear and concise language to keep away from complicated and alienating your viewers.
Tailor your messaging to completely different channels. Your web site, social media channels, adverts, and buyer assist must be constant, but additionally get pleasure from messaging tailor-made to the medium. Your tone must be the identical all through. 

Ultimate ideas 

So, what’s product positioning? To summarize, positioning your merchandise entails a number of key steps. These embody researching the competitors, understanding your clients, and defining your Distinctive Promoting Proposition (USP).

You additionally wish to write a positioning abstract, in addition to making a messaging technique. With these steps, you’ll hopefully have the ability to place your merchandise to spice up gross sales efficiency and stand out in your market.

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