Positioning Statements: A Guide to Engaging Prospects

Crafting an Effective Positioning Statement for Sales Calls

Sales are all about building relationships with customers, and the first step in that process is engaging them in a conversation. Positioning statements are a crucial tool for sales reps to do just that - they provide a way to open a sales call and immediately start talking about the prospect's pain points and needs. In this article, we'll explore positioning statements, why they're important, and how to craft an effective one for your sales calls.

Starting Your Cold Call With Your Positioning Statement

When someone new is on the line, you usually start your conversation by mentioning your statement or asking a question. Sales reps use this to engage the prospect in conversation around their pain points. These statements capture the prospect's attention and start a dialogue about their needs and challenges.

Positioning statements vary widely depending on the industry and the product or service sold. They might be focused on the prospect's business goals, challenges they're facing, or pain points they're experiencing.

Why Are Positioning Statements Important?

First, they provide a way for sales reps to engage the prospect in conversation and establish rapport immediately. This can help build trust and make the prospect more receptive to the sales pitch.

Second, positioning statements allow sales reps to identify the prospect's pain points and need quickly. This information can tailor the sales pitch and provide a solution that meets the prospect's needs.

Finally, positioning statements help sales reps to stay focused and on track during the sales call. By starting with a clear statement or question, sales reps can avoid getting sidetracked and ensure that the conversation stays focused on the prospect's needs.

Crafting an Effective Positioning Statement

Crafting an effective positioning statement takes some thought and preparation. Before the sales call, take some time to research the prospect's business, industry, and pain points. This will help you craft a positioning statement that speaks directly to their needs.

A good positioning statement should be concise and to the point. Avoid using jargon or complex language that might confuse the prospect. You should be focused on the prospect's needs and pain points, not your product or service. Keep the focus on the prospect and how you can help them solve their challenges.

Consider starting your positioning statement with a question that gets the prospect thinking about their pain points and needs. This can open up the conversation and get the prospect engaged.

Examples of Positioning Statements

Here are two examples of positioning statements that a sales rep might use when opening a sales call:

"Hi, this is [Name] from [Company]. I understand your business is facing challenges with [pain point]. I'm calling to see if we can help you find a solution that meets your needs."

Sales Rep: I help marketing leaders who are frustrated with the inability of the sales team to differentiate their products in a crowded market.
Prospect: Yes, that's always been a problem. (If you've done your job well and effectively targeted the buyer with that first positioning statement, you'll get an engaging signal like this.)
Sales Rep: I talk to many marketing leaders, and lately, I'm hearing the two biggest problems are a weak sales pipeline and an inability to differentiate from competitors. Do these problems sound familiar?

Conclusion

Positioning statements are a powerful tool for sales reps to engage prospects in conversations around their pain points and needs. By crafting an effective positioning statement that speaks directly to the prospect's challenges, sales reps can build trust, identify needs, and tailor their sales pitch for maximum effectiveness. If you're a sales rep looking to improve your sales calls, consider crafting a strong positioning statement to start the conversation on the right foot.