Positioning is the second pillar of High Quality Lead generation because it succinctly clarifies:
- Exactly what a seller does
- Why the seller is different from others
- Why that difference should matter to the buyer
The goal is to communicate an unmatchable offer, and the positioning statement should do so in a way that is both clear and credible. The more specific the target segment is, the easier it will be to make an offer that is both compelling and credible for that segment.
As discussed in a previous section, there are three basic types of buyers, and these different types of buyers respond to three very different kinds of positioning statements.
B2C companies are generally much better at positioning than B2B companies because they understand and take full advantage of the different types of buyers. B2B companies tend to ignore these differences and use general statements that have something for everyone, but not enough for anyone.
|Visionary Buyer||Product Positioning|
Visionary Buyers are interested in accomplishing something that has never been accomplished before, and as a result, ONLY interested in a product that will enable them to be among the first to do something.
Therefore, all positioning is focused on demonstrating how this product is far better and faster than any other product out there. Anything less is not compelling.
|Pragmatist Buyer||Market Positioning|
Pragmatists want to see data and evidence. Therefore, they want to see some market forming around any new product so that there can be sufficient data on the efficacy of that product. What is important here is to show the growth and credibility of the market and that the seller is a leading force within that market. Anything less is not compelling.
|Conservative Buyer||Company Positioning|
Conservatives care about relationships, and relationships take a long time to develop. It is the company, not the product or even the market, that conservatives buy from. Conservatives will loyally accept an inferior value from a company they know and trust, rather than a superior value from one they don’t.
As the goal of all marketing is to drive a product to a leadership position within a defensible space, positioning has to first identify the intended buyer group, and then give that buyer group every reason to believe this is an unmatchable offer.
Positioning is a complex subject, and we cannot do it justice in this paper. However, there are many excellent books and articles written on this subject that we encourage B2B executives to study,as they will make a significant difference in the quality of leads their companies can expect to generate.
In order for positioning to be effective, sellers must continually think about what buyers want by developing quality content. Read about the third pillar of high quality lead generation ("content") here.