I’m dreaming big this year, my friends, and I want you to dream big with me as we focus on positioning yourself and your business for success in 2013 and beyond.
Many businesses shy away from positioning because they think it’s a bad thing, or they position themselves in a way that turns people off. However, if positioning is done right, it can be one of the most powerful business tools at your disposal.
Effective positioning first begins with the place from which it comes. Not a way of posturing or pushing others out of the way; rather, a sincere and helpful positioning that helps people see how you are there to serve them. I define positioning as putting things in the right place for the right people at the right time. People need to understand what you can do for them, and who better to communicate your value than you? You can get started by using my “5 Ps for Powerful Positioning” to communicate the value you’re adding to your customers. Let’s start with the foundational element of this formula by positioning yourself as a true partner.
- Partnerships – Authentic partnerships are formed when you listen first. Process what your customers are saying before you jump in with an answer. If your customer is struggling to put his needs into words, help him gain clarity by asking what brought him to you in the first place. Sometimes people just need a few minutes to warm up to you, so take your cues from your customers and let the conversation progress naturally by positioning yourself as a kind and caring expert who can help. When you approach your customers as partners, they’ll see you’re not just out to make a buck, and you’ll be richly rewarded with their trust, respect and repeat business, too.
- Power – We all have powerful gifts to share with the world – our natural skill sets that enable us to add value to others. The question is, how do you communicate your value? Let’s say you’re really good with numbers, for example. It might not be that big of a deal if people don’t understand the value of your skill set. If, however, you communicate your power by positioning the outcomes and benefits such as, “within an hour of reviewing your books, I can spot money drains in your current budget and help you save thousands of dollars a month,” that’s a powerful value boost for your clients and your business, too. Simple shifts in communicating your value will increase your power perception and strengthen your business at the same time.
- Possibility – Once you’ve established a partnership and wielded your power for good, it’s time to talk about the possibilities. Many people approach this “P” from an impossible angle of nitpicky negotiating. You may have heard this old song and dance before: “I can do this for you, but in order to do that, I’ll have to charge you more and it will take longer.” Now, if you have been following my teachings, you will know I don’t want you to inflate what is possible with your work. Remember, relationship marketing is a no-hype zone! When you’re faced with what seems like an impossible situation, focus on positioning the possibilities while you work together to fill the gaps. How can you make things happen the way both you and your client want? If you can’t meet their needs in certain areas, don’t cross the border to Impossible Land. Offer to do what you can for them, and fill the gaps with referrals and resources that will bring about the best possible outcome.
- Poise – Inner composure enables you to outwardly position yourself in an engaging way so your clients can understand and experience your expertise. Always lead with a firm handshake, a confident smile and direct eye contact so you can express that inner composure with confidence that draws people in and leaves an impression they won’t soon forget.
- Presence – You can master the first four Ps, but if you’re not present with your clients, then all your hard work will be for nothing. Be present in your interactions, listen to your clients’ questions and concerns, and respond with thoughtful feedback and questions rather than jumping right into the dialogue with an answer. As you position yourself to be present, you’ll naturally discover what your clients want, what challenges they’re trying to overcome, and what you can do to help them with solutions. Picture yourself jumping up and down screaming, “Pick me! Pick me,” like a kid in gym class, and then visualize yourself standing with your clients looking pensive and saying, “I hear you and I think we can come up with something great together.” Which kid would you want on your team?
Now that you have these “5 Ps for Powerful Positioning,” it’s time to put them into action. With Partnerships, Power, Possibility, Poise, and Presence, your business value is sure to be positioned for great success in 2013. I wish you all the best! FBN