Translate Positioning into a Sales Story

Once you have defined your positioning, the first and most important step is to translate it into a compelling sales story. This story will serve as the foundation for all of your sales and marketing communications.

A good sales story follows a clear and logical arc:

1. Define the problem: Start by clearly defining the problem that your product solves. This helps to frame the conversation and make it relevant to the customer.
2. Describe the old way: Explain how customers are currently trying to solve the problem and why the existing solutions are not good enough.
3. Introduce the "perfect world": Describe what a perfect solution would look like. This helps to create a vision of a better future for the customer.
4. Position your product as the perfect solution: Introduce your product and position it as the perfect solution to the problem you have just defined.
5. Showcase your value: Explain how your product delivers on the promise of the "perfect world" by highlighting your unique value themes.
6. Provide proof: Back up your claims with evidence, such as customer testimonials, case studies, and data.
7. Call to action: Tell the customer what you want them to do next.

By creating a clear and compelling sales story, you can ensure that your positioning is not just a theoretical exercise, but a practical tool that can be used to drive sales.

Related Concepts:

• Create a Master Messaging Document
• Positioning Impacts Product and Pricing
• Share Your Positioning Across the Organization