Understanding what existing customers love is a key to unlocking appeal to new prospects
If you’re in B2B (business to business)
often, B2B decisions are more difficult to make for your customers. Think about the context. The person who researches and discovers your product or service may be convinced. Or at least interested. But, unlike B2C, it's not game over. They may not be the decision maker, or even the final user of the product.
Positioning: The bridge to Connecting with New Prospects
Positioning plays a pivotal role in how a product or service is perceived in the market. It’s the foundation upon which the narrative of a brand is built. While existing customers might have understood and embraced the value proposition, new prospects may need a different approach to ‘get it’.
Four out of Ten B2B purchase attempts end in ‘No decision’
Challenger
How Positioning Resolves the Discrepancy:
- Clarity and Differentiation: A well-crafted positioning strategy clearly communicates the unique value proposition of a product or service. It helps differentiate from competitors and effectively communicates why a customer should choose your offering. It’s not about being better; it's about being different.
- Solving Customer Needs: Effective positioning aligns the product with the needs and desires of the target audience. By highlighting how your product resolves their pain points, it becomes more appealing.
A study conducted by HubSpot revealed that 68% of businesses struggle with lead generation.
This struggle often results from ineffective communication of the product’s value proposition to potential customers. A clear and compelling positioning strategy can directly address this challenge.
Worse, in B2B sales studies show that upward of 38% of sales processes end in no sale at all (that’s right, not to you or a competitor).
According to a report by Gartner, 64% of consumers find shared values to be the primary reason they have a relationship with a brand. Positioning that resonates with these shared values can foster a stronger connection with new prospects.
How can we fix this?
The power of a positive positioning strategy. Our experienced in redefining positioning and brand narratives, helps companies carve out a distinct space in the market that resonates with both existing customers and those essential new prospects. By refining your positioning, we aim to bridge the gap between customer love and customer understanding, empowering your brand to scale and reach new horizons.
Is positioning the bridge you need to your future brand success?
Between existing customer satisfaction and success in new prospect engagement lies your effective positioning. A well-defined strategy will communicate the unique value of your product or service, connecting with the needs of your ideal target audience to driving your business growth.
Ready to get positioning working for you? Get in touch now.
