Positioning is Power in the Sales Process

In the Integrity Sales System, the Positioning Play, found in the Case Open step of the process, is an indispensable tool! The Positioning Play is a game changer! Even though the principle is introduced early in the system, it’s such a powerful play that it should be used throughout the sales process. It strengthens your credibility, establishes expectations, and elevates the experience for all parties involved.

The key for creating a strong positioning statement is understanding exactly what space you want to occupy. What space in your prospect’s mind would you like to own?

For example, when most people think of their “dream car” or “the most luxurious automobile” there are a few very specific makes and models that may come to their mind. At times the image of the “dream car” may even be as specific as its color! That make and model of car has occupied — has owned — that client’s space in their mind as “the most luxurious automobile.” When our prospects and clients are in need of the products and services that we offer, our name, our make, and our model must occupy their mind. This is what powerful positioning looks like.

Dr. Scott Baird shares with us the analogy of the different pieces in a chess game and how at the beginning of the game the queen, although the most powerful piece on the board, due to her position, is unable to be used to the fullest of her potential. Instead, the knight becomes the most powerful piece at the beginning. We must protect ourselves by understanding where we fall. Then we must position ourselves strategically on the board to win.

Maybe we are the biggest and strongest like the Queen piece. If so, then we must ensure our position protect us against the knights. If we be the knights in our space we must strategically position ourselves in a place and space that we can win. They that are strategically and deliberately executing the Position Play will put the odds of success in their favor.

Because we are desiring to stake a claim and occupy a space, it must be stated often. Repetition is key! For that reason, we strongly encourage your positioning to be twelve words or less.

For example, the positioning statement of: “We help our clients take control of the sales process!” can be used often throughout the sales process to strengthen credibility, establish expectations, and elevate the client’s experience.

Here’s an example: During my first interaction at the Case Open stage I state my position. Later on in the sales process as I’m making my proposal I could re-stake my claim by restating my position: “As a coach and an expert in helping clients take control of the sales process, my recommendation is . . .” This can come in handy even during an upset call or while overcoming objections: “I appreciate you sharing those concerns with me. Rest assured, you’ve called the right place. Our goal is to help clients take control of the sales process. Tell me more about the situation you are facing.”

There is great value in having a clear, specific positioning statement and using it often. There is value in having a positioning statement not only for your organization but for the title or role you have within the organization. A individualistic position reinforces in the mind of your prospects the role and value you have within your organization and the benefits of engaging in business with you.

I invite you to take it a step even further. On a more personal note, determine what your positioning in life is. What space do I want to occupy in my family’s, co-worker’s, or community’s minds? Am I staking my claim strongly and boldly?

The key of strong positioning is knowing the space we want to occupy. Too often we place fate in our client’s hands, hoping and wishing that because of our attributes and behavior they will recognize and state our desired position. We must take ownership of that and control our own destiny. Stake your claim, own your space and live in such a way that your actions are supportive and congruent with your claim. Go position yourself!