Why should I buy from your company? How do you compare with (competitor name)? In B2B, these are common questions prospective buyers ultimately want answered whether they ask them directly or not.
The less your buyers have to work to understand your value, the better your odds of converting them into customers.
The formula is simple. Tell buyers what they want to hear and then back it up with credible information to support your claim.
For example, if your claim to fame is “accelerating time to market,” back it up by framing key business scenarios that impede product design and development, then articulate how your solutions streamline those processes. Better yet, back it with specific business scenarios that attack the biggest speed bumps in product design and development, especially when your competitors don’t support those scenarios. Then articulate how your solutions result in substantially shorter cycles than your competitors.
Do more of the following to define and communicate your net value propositions:
- Talk to customers who’ve recently signed on and ask them why they bought. Keep asking “why” until you get an answer that’s relevant to something their CEO or senior executives feel strongly about. That’s your net value.
- Speak the language of your target customers by industry and/or profession. In B2B, this approach is easiest because your target buyers, regardless of role, are usually aware of key industry issues and the subsequent impact on their area of responsibility. Avoid the trap of one-size-fits-all generic positioning. It seems like it would apply to everyone, but in reality it applies to no one.
When it comes to positioning in B2B, relevance and simplicity rule. The easier your value proposition is to understand the easier the buying decision becomes.
Contact Proficientz or schedule a personalized onsite training course to learn how non-product dialogues lead to more powerful, strategies, roadmaps, product plans, marketing messages and sales tools. Check out our product positioning training course.