Product positioning examples to get customers to buy 🔍 Evolving Strategies

EVOLVING STRATEGIES

This week’s opportunity to evolve your strategy

Digital sales strategy of product position to get customers to buy

Consumers only buy when they see the benefit they receive, so if they don’t see how it gives them value why would they buy? This starts with how you position the value in your products. It should focus on the customer and not the business, this is a mistake many make.

Most companies talk about themselves and position from the point of view of the business. This leaves consumers trying to figure out if it solves their problems. People are busy so they don’t spend a lot of time on it, instead leave to research and buy elsewhere.

An example is a Telco company that talks about the fastest Internet services they offer. But how does this benefit the customer? What’s the value they receive?

Instead update this message to a few examples below:

• Never lose a video chat, or say ‘hold on your screen froze’

• Watch your favourite movies in a second

• Get your YouTube Career growing, no errors when uploading your video

How to apply this:

What you should takeaway and apply to your digital sales strategy:

1. Tesla - an example on how to improve a customer value statement

2. Amazon - an example of a great customer value statement

3. Solve the customer problem

Tesla  

Current statement:

“17’ inch TV with high 2200×1300 resolution”

What does this mean? A statement customers read on the Tesla website that focuses on Tesla.

Updated statement options:

1. Watch TV from your seat just like you're watching TV at home.

2. Watch TV in high resolution just like seeing it in real life

Amazon

Current statement

(Canada) “Free shipping on eligible orders. Easy returns. Shop.”

(US) “No lines, no checkout - just grab and go

1. Both great statements that help the customer focus on what they receive and how it benefits them.

2. Action oriented language to get the customer to click through and buy, right after they see the benefit.

Solve the customer problem

Remember your customer is searching to solve a problem so focus on how you can solve that problem. Position your value statements on how this solves the problem.

• Focus on the problem

• Create your message around what the solution is

• Keep the language simple, clear and concise

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