Market Position Based Selling

We have all been told to create a “market position” at some point in our careers. What we don’t hear is what we do with that market position to actually drive sales. The concept of market positioning came out of the ad agencies years ago and still has some credibility. However, where Defiant Sales differs is in the implementation of that position. Most companies advocate taking that position and “branding” it through pure marketing and marketing campaigns. Let me save some time and money; unless you have millions of dollars that you must get rid of, this is a bad idea. The best indicator for me is looking at seminars. The age old adage in our business is that companies with cutting edge, successful tactics, sell them to corporations.  Those employing antiquated and stale ideas, sell them at seminars. A bit harsh I know, but true none the less. All you have to do is Google sales and marketing seminars and you will find dozens of them specifically dedicated to branding and/or creating a market position. Seminars are where once great ideas go to die. Let’s face it, if the ideas offered a competitive advantage, we wouldn’t see them everywhere.
At Defiant Sales, we take a fresh look at the very creation of that market position. Knowing the triggers that cause prospects to take action is the most powerful tool to put in your arsenal. That is where intense market research comes into play. Approaching this singularly important issue from a psychological perspective is exponentially more effective that from a marketing perspective. Attempting to create a market position based on market needs will ultimately put you back to square one. The reason for this is so simple that for marketing companies to still advocate it is negligible. Markets evolve and cycle faster than at any other time in history. By the time you create a needs based position, the needs and triggers for that market have changed. That is why it is better to understand the psychological profiles and buying triggers of your prospects. It is easier to match and mirror the evolution of these variables once you build a system designed to do just that.
Market position based selling is much more than the creation of a market position. It is the streamlining of that position through your entire organization.  The repetitive articulation of this argument breeds familiarity. Branding by new customer acquisition is less expensive and immediately profitable. What nobody else talks about is the creation of a palatable market position. That is to say, a market position that makes the most sense to the prospects or market you are pursuing. Running this through a Defiant Sales System will create an immediate market reaction. We can show your company how to talk to a thousand prospects this week instead of fifty.