Companies follow different strategies in order to articulate their unique selling propositions. Often times, if a company has not gone through a go-to-market strategy or a strategic planning marketing process it makes sense to start there by gathering your team together and looking in-depth at the elements of your go-to market strategy. Those include your target, your target markets, target customers and market segments and sub segments, your positioning of your company how its positioned and perceived in the minds of your customers, your messaging- how you actually articulate the value proposition that your company brings to its customers, and that includes what they get not just what you do. Gone are the days of features and benefits based selling and in are the features of articulating a very tightly focused message that shows companies how they can benefit from buying your products or services. Many companies struggle with identifying and articulating their unique positioning, messaging and unique selling proposition, and as a result, are stymied in their efforts to grow their top line sales and suffer by continuously being in a competitive battle with other companies that would appear to have similar products and services of same quality on the surface. So, identifying what makes your company unique and being able to articulate that to your customers in sound bites is extremely important to being able to position yourself above your competitors. Many companies suffer in the strategic area because their go-to market strategy is not well defined. A lot of companies fail to understand who their exact target customers are and how to reach them. As a result, they deploy marking and sales programs that are more generically based but dont have a key-tight focus that is necessary in order to get to the best customers that can win them the best sales at the best margins. |
