What does it mean?

Positioning Statement

Statements and questions that sales reps use when opening a sales call to engage the prospect in conversation around their pain points. Many sales reps are trained to start off every sales call with these statements. Here's an example of positioning statements on a sales call from Advanced Marketing Concepts:

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