Positioning Your Product Or Services

The Brooks Group is a sales and sales management training and consulting firm that has helped more than 2,000 organizations improve their businesses through unparalleled training, follow-up, reinforcement and ROI-tracking programs.

They write a monthly Sales newsletter offering advice to businesses trying to improve their sales results. A recent issue discussed posionint your product or service for entrepreneurs:

Entrepreneurs often respond to salespeople by saying, "That doesn't apply to me." Or "my business is different, it's unique." It's important to realize that in the case of entrepreneurs, the owner and the business are practically one and the same. And what they're really saying is "I'm unique, but you don't make me feel that way."

Entrepreneurs are also strongly attracted to products and services that have been designed specifically for their unique situations. If it were up to them, entrepreneurs wouldn't buy a single product or service that wasn't designed and developed precisely - 100% - for their specific business, industry, application, or competitive environment.

Entrepreneurial buyers want to buy products or services that are practical, street-smart, and not theoretical because they want solutions that:

• Will eliminate complexity from their lives
• Won't strain the company's resources
• Won't put additional demands on their own personal time
  

Entrepreneurs often have little patience for complexity because it interferes with the hands-on, quick-action performance. They consider so vital to their personal independence.

An entrepreneurial buyer might be more receptive to your product or service if you alleviate some of their anxiety by saying something like: "Before we discuss our product let me stress that it is practical and street-smart. It's also been carefully designed for your unique business situation."