Positioning
So there you have it — the secret in a nutshell: understanding the true sensibilities of your target market. What and how do they think? What are they trying to achieve–at the deepest possible level–for which their existing tools and technologies are inadequate?
Simply position your product or service as the answer to the most accurately worded question of what’s keeping your target audience up at night.
Here are a few other very quick examples; just click on the links to see the answer that my team and I provided at the time. What if the market perceives:
LAN software as a bottleneck?
In-house printing solutions as being cumbersome and slow?
Its mini-computers to have no value in a client/server environment?
Their IT department as being out of control?
Their centralize computing environment as being vulnerable to hackers?
Their top customers as looking for shared vision and commitment from them?
It’s burning money in its inventory procedures?
Its failure to keep pace with changing technology may have made it a sitting duck for its competition?
What if a client wants to point out that:
Its VARs need to be interested in the explosion of new technologies?
It can provide (sniff out) good sales leads for its dealers?
Good luck on this! And don’t be shy about writing or calling if you have questions.
