By popular demand, we are now offering a new product on the QBS menu of services—basically, a Positioning Assessment. It’s usually true that a solution or presentation sounds great to the person who authored the slides. But, how does your value proposition really stack up in reality? It doesn’t do companies much good to discover (after the fact) that their messages are being positioned in a way that could actually erode your credibility or commoditize your value proposition.
“Ironically, Question Based Selling solves the problem that traditional sales training programs have created."
Q: What exactly is a Positioning Assessment?
Depending on the client, initiative, or impending project, a positioning assessment can range from a short 30 minute free initial consultation to an in-depth examination of how your messages resonate in the current competitive marketplace.
Common areas of focus include:
- Setting the bar too high for the competition, and plant a couple land mines in the process.
- Trade Show Strategies: How to get more leads and create a greater sense of urgency.
- Does your story build to a crescendo, where customers will “want to” take action?
- Identifying risky buzzwords or catch phrases that put people off
The bad news is, the way most sellers have been taught for decades does more to commoditize their value than differentiate it. The traditional ‘elevator pitch,” for example, is virtually identical between competing companies, which is exactly the opposite of what sellers are trying to accomplish.
When I sold superservers for NetFrame Systems, our arch rival competitor was a company called Tricord Sytems. The people at Tricord despised NetFrame! In fact, the local Tricord rep hated us so much that he made preemptive strikes in all his accounts, by telling customers how “awful” NetFrame was.
Doing their due diligence, customers wanted to find out for themselves why NetFrane was so incompetent, so they called me. Of course, once a customer discovered that what Tricord was saying was untrue, Tricord’s credibility was shot and we would usually win the business.
The only reason I didn’t send “thank you” notes to my colleague over at Tricord was because I didn’t want him to figure out what was happening and stop sending us leads.