Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
Positioning for Profits! > NetSparsh - Viral Content you Love & Share

Positioning for Profits!

Last Friday, I was spending one last day of freedom with a dear friend who was expecting to have her first baby at any minute. We decided to hang out by the pool.

On the way there, we stopped to pick up some lunch to eat pool-side. Given the choice of Wendy's, Subway, or McDonald's, I chose Subway because I knew I could get a relatively low-calorie, low-fat lunch there.

How did I know that? Because I'd seen their commercials starring Jared who had lost something like 150 pounds by eating an all-Subway-sandwich diet.

Now, I don't need to lose 150 pounds, and I don't plan to go on an all-Subway-sandwich diet. However, I also didn't want to blow the 648 calories I had burned on the elliptical trainer that morning.

From the moment we walked in, I knew I had made the right decision. They had a poster-sized sign telling me how many calories and grams of fat each of their basic sandwiches have. That helped me make a decision about the best thing to order.

Then, they reinforced my smart decision when they handed me my sandwich-drink combo. Plastered across the sandwich wrapper, around my cup, and over my napkin were the same calorie/fat breakdowns. I was pleased to see that I was only eating 320 calories for lunch (okay, truth be told, I splurged on chips too). But, nonetheless, Subway had done their job and done it well.

I'm talking about POSITIONING. They might be a lot of things, but the thing they want you to know above all else is that they offer low-calorie fast food alternatives. Yes, they were fast. Yes, they were cheap. But the point they have hammered home with their advertisements, in-store signage, and paper goods is that I can get a meal that won't blow my diet.

Positioning is what sets you apart from your competitors. It's what makes a prospect choose to work with you rather than someone else. It's the part of perception that you have the most control over. But many business owners neglect to take charge of their position in the marketplace and let customers position their business for them.

How many times have you lowered your prices to get a new client who balked at your original bid? How many times have you agreed to provide a certain service to a client that you never planned to provide, don't enjoy doing, and isn't very profitable? How many times have you taken on a job that requires the most basic skills you possess and complained that you can't get clients that want to use all of your talents?

These are all things that business owners experience when they let their prospects/clients position their business for them. If you find yourself doing this, the time to change is NOW!

Are you letting the market position your business for you? If so, don't fret. Most all of us have been there at some time or another. Sometimes, it's important to take on low-end jobs. We all need to pay the bills. We all experience market downturns. We all have to build up confidence in our services.

But, if you find yourself feeling frustrated with the type of work you're doing, the amount of money you're making, or the kind of clients you are working with, it's time to take charge of your business.

Take a piece of paper and write down 5-10 things you want people to think of when they think of your business. Here are several examples, but you might think of many more:

  • low price

  • fast service

  • high quality

  • personal service

  • caring attitude

  • expert advice

  • emotional support

  • technical expertise

  • immediate results

  • creative ideas

Now, look through your list and choose the one thing that you want to emphasize more than any other ? the one thing that will set you apart from your competitors.

Once you've selected it, write down a list of benefits that the one thing provides to your clients. For example, if you chose "high quality" from the list above, some benefits might include:

  • you make them look good to their employees/employer/clients

  • you help projects stay on track because your work is good enough the first time and requires no changes/edits

  • you allow them to take one thing completely off their plate because your work meets their standards without their direct involvement

Once you've identified the aspect of your business that you want to emphasize and you've identified the benefits to your clients, sit down with all of your marketing materials. This includes your business card, brochure, letterhead, web site, advertisements, bio sheet, etc. Determine how you can tweak each one to emphasize this aspect of your business.

If you can afford it, you might reprint some of your materials. If you can't, you might come up with ways to add a tag line to your existing materials. You could print your tag line at the bottom of every piece of letterhead each time you are sending a letter. You could have stickers printed with your tag line to stick on each of your brochures. Be creative!

The best part about proper positioning is that you end up doing the type of work you enjoy and making more money. Many times the work is more profitable -- you are able to charge more than your competitors because you are delivering more value than they do. The clients that choose to work with you are making the decision to pay a little more in order to benefit from the extra value you provide.

About The Author

Kimberly Stevens is the author of the ebook series, *The Profitable Business Owner: A Step-by-Step System for Starting & Running a Successful Service Business*. Download Sample Chapters & get her free MiniCourse, *The 10 Most Common Mistakes Business Owners Make & How To Avoid Them* at:

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at

$800 Billion For Sales Training
MediaPost Communications
Sales continues to be a top investment priority for businesses, according to the third annual LinkedIn State of Sales report. In the U.S. alone, companies spend $15 billion each year training sales employees and $800 billion on incentives to retain talent.


4 Ways to Make Sales Training Stick
There is this old saying about marketing that goes like this, “Half of my marketing dollars are wasted, I just wish I knew which half.” It's a slight jab at my friends in marketing, but one that applies equally to sales training and development. Sales ...

Alcohol serving, sales training class set Oct. 28
Illinois Licensed Beverage Association, Chapter 76, has scheduled a class for the state's mandated BASSET training. The class will be from 1 to 3 p.m. Sunday, Oct. 28, at Jack's Place at Grizzly Jack's Grand Bear Resort. Cost is free for ILBA members ...

Carew International Announces 2019 Sales Training and Sales Leadership Training Schedule
PR Newswire (press release)
CINCINNATI, Oct. 17, 2018 /PRNewswire/ -- Carew International, a leading sales training provider and Top 20 Sales Training Company as ranked by Selling Power magazine, has announced its open enrollment sales training and sales leadership training ...

and more »


Aligning Sales Training for a Better Product Launch
Launching a new product is a tremendous opportunity to boost revenue and expand to new markets. But most companies miss out on this golden opportunity. The best sales trainings take advantage of new product launches to improve your reps' alignment ...

Director of Sales Operations
Built In Chicago
These include planning, reporting, sales process optimization, sales training, product training, sales program implementation, and sales administration. He/ She is responsible for the overall productivity and effectiveness of the sales organization ...

Money Management

ASIC wants product sales training powers
Money Management
The Australian Securities and Investments Commission (ASIC) wants the ability to intervene in training associated with the sale of financial products. The regulator has told the Senate Economics Legislation Committee that its efforts would be assisted ...

Sales Training Manager
Built In Austin
The Sales Training Manager is responsible for training, developing, motivating, and integrating trainees through our learning and development programs at Opcity. The Sales Training Manager facilitates all the necessary tools, information, and skills ...


How To Win More Deals: Reenvision Sales Enablement
In the past decade, businesses have come a long way in giving their front-line salespeople the tools and information they need to operate more effectively and engage customers more successfully. The results from sales training and enablement programs ...

GlobeNewswire (press release)

Study Finds 1 Out of 2 B2B Sales Reps Fear Making Cold Calls
GlobeNewswire (press release)
RANCHO SANTA FE, Calif., Oct. 16, 2018 (GLOBE NEWSWIRE) -- According to research findings released today by ValueSelling Associates, Inc., a leading sales training company, fear is one of the biggest obstacles to business-to-business (B2B) outbound ...

Google News

Are You Deaf? Dumb? Blind at Trade Shows?

I'm constantly amazed how otherwise smart marketeers become deaf, dumb... Read More

Three Secret Keys to Persuasion Magic

Just a few critical distinctions can supercharge your communication skills:1... Read More

Sales Prospects Avoiding You?

This issue's topic on sales prospects comes in response to... Read More

Sales and Closing Techniques

One essential criteria of being a successful salesperson is the... Read More

Unlocking the Myth of Hypnotic Communication

Unquestionably when the word hypnosis pops-up in a conversation or... Read More

Growing Sales Through Creating Connections

Your mission as a business owner is to develop a... Read More

Better Listening Skills = More Sales

Today's business environment is intrinsically tied together by ongoing information... Read More

How a Best Buy Sales Clerk Taught Me the Simple 6 Step Formula to Close ANY Sale!

Follow this story...I went to Best Buy today to get... Read More

Survival On The Road! A Resource For The On The Road Sales Professional

It makes no difference if you are a Saleswomen, a... Read More

Using the Consultative Approach to Gaining Sales

What do we mean by a consultative approach?When you hear... Read More

3 Tips to Get Clients Now

"I need more clients!" wails Steve, a 32 year old... Read More

5 Specific Questions Your Sales Letters Must Answer To Achieve The Best Results

Here's a surefire method to guarantee you achieve the best... Read More

In Sales - Heres News You Can Use

Here's an idea on how to make reading the daily... Read More

Keep Sales Simple

For those of us working in the exciting world of... Read More

The Rock and Ripple Effect: 3 Ways to Splash to Sales Success

Imagine you've just thrown a rock into a pond. SPLASH!... Read More

The Road to Achieving Training Success: What Holds the Key?

As a trainer, you will be able to see a... Read More

Change Takes Time

I am writing this at the Philadelphia Airport on my... Read More

Sales Success ? The 5 Steps

It's a common question we come across everyday: why is... Read More

Spend More Time Selling

On average a sales person spends less than two hours... Read More

Customers For Life

Who's talking to your customers? Is it your competition? Why... Read More

The Makings of a Salesman

Salesmanship is the force that moves business. Without it all... Read More

Customers Want You to Ask for the Money

Many years ago, I was the one starting a small... Read More

Maximize Sales and Minimize Returns with Learning Styles

In the day-to-day operation of an online business we can... Read More

Sales Marketing: 10 Sales Marketing Tricks To Explode Your Profits

Sales marketing online is an art that you must keep... Read More

What Does It Take To WIN A Sale?

What to do when you win or lose.You have given... Read More