Monday, June 06, 2005

"Positioning Your Company for Success"

Positioning is the art of putting your business and its products where they need to be at the exact time they need to be there. It's the age old saying, "Being in the right place, at the right time." It's about claiming a territory so that a prospect who enters that territory has no choice but to buy your product because they need it. It's about having a clear vision of who you are, who your employees and co-workers are, and what service your company can clearly provide to the market place.

A lot of companies have a "positioning statement", yet most of their employees could never tell you what it said. The positioning statement should work side by side with your business plan. To achieve success in marketing your products you, and your employees, must first make an appeal to the customer with your business and its brand. Unless you developed a mind-blowing new invention that stands attention all on its own (good luck in doing this), everyone from the janitor to the CEO must know what the goals of the company are (your plan), and why it will stand to succeed and reach those goals. (your positioning statement)

If everyone knows where they are headed - through the synergy created by working together, great things can be accomplished.

If your company has yet to develop its positioning statement. I have one cliche for you. "Get-R-Done." It may not be an easy task to accomplish (writing out the company's stance within a given market in just a few sentences), but you can start by answering the questions below.

1. How is the company unique?

2. What makes your company valuable to others?

3. What is your competitive advantage?

4. What do you do that creates a lasting experience?

Don't hesitate to shout if you have any questions.


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