Positioning is no accident. It is the result of planning, preparation and hard work. Here are 10 effective strategies for positioning.
1. Position yourself first in your own mind. People will see you the way you perceive yourself. Positioning starts first in your own mind. It is only when you are convinced that you are a valuable and capable person that you can even begin to consider positioning yourself with your customers." Obviously, your expertise will be in whatever field your business is in. Are you confident of your value and knowledge in your area? If not, you may have a hard time convincing potential clients. Now's the time to build your expertise and value.
2. Position yourself with your attitude toward your customers. Some people walk into a room and say "Here I am." But the savvy salesperson walks into a room and says "Ah, there you are!"
For example, if you make yourself the center of attention in a sales interview with a prospect, your prospect will resist all your efforts to move forward with the selling process. But if you make the prospect the center of attention, the barriers will come down quickly.
3. Position yourself with your appearance. The key is to always dress well enough to fit in with the top people you're calling on, yet never to blend in with the wallpaper. Think of your clothes as the way you package yourself.
4. Position yourself with your actions. Not to pop in unannounced at your prospect's office. "What message does that convey to your prospect? It's like wearing a label that says `Pest.' "
Always think through everything you do and the way you do it to make sure it creates precisely the impression you want to make.
5. Position yourself with words. "Suppose you say to your prospect You can't pass up a deal like this. Your prospect will see that as a presumptuous challenge and will be on guard immediately, You're saying, in effect, `Just try to stop me from making this sale,' and the prospect, properly challenged, will instinctively try to stop you."
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