Service · Strategy & Positioning
Positioning and messaging for technical B2B companies.
Technical suppliers often differ more in the market than their communication suggests. Positioning makes that difference visible. Messaging ensures that every role in the buying committee gets the arguments relevant to them.
In short
Positioning defines which customers your offering is the best choice for and which alternative it competes against. Messaging turns that into key statements, proof points and wording per role in the buying committee and per channel. Duration: two to four weeks. The result is used immediately in sales, on the website and in campaigns.
Definition
A value proposition is a precise description of the benefit a specific customer type gets from your offering compared with the best alternative. It is written from the customer's point of view and backed by proof points.
01 · Starting point
Where unclear positioning shows up in daily business.
Unclear positioning rarely shows in a strategy paper. It shows in sales conversations, on the website and in tenders.
Sales explains differently each time what makes the company special. The website lists services without saying who they are for. In tenders the decision comes down to price, because no other difference was visible.
A clear position does not solve these problems on its own. But it is the prerequisite for brand, website and campaigns to reinforce the same message.
Typical symptoms
- Tenders are decided on price.
- Every salesperson describes the company differently.
- The claim would fit competitors just as well.
- New segments are addressed with old messages.
- The portfolio cannot be explained in one sentence.
02 · Scope
From competitive comparison to a message per role.
- Module 01
Competitive analysis
A structured comparison of the statements, proof points and offerings of relevant competitors, revealing overlaps and open positions.
- Module 02
Positioning
Defining target customers, alternative and difference, including the non-target group.
- Module 03
Value proposition
A benefit statement per segment, written from the customer's perspective and backed by three verifiable proof points.
- Module 04
Messaging per role
Key messages for management, engineering, procurement and users, plus a pricing narrative for price discussions.
- Module 05
Application
Rolling out to the home page, pitch deck, proposal introduction and the LinkedIn profiles of management.
03 · Approach
Four steps to a message you can use.
-
01
Analysis
Interviews with sales, management and customers. Review of won and lost orders. Competitive comparison.
- Competitive matrix
- Interview analysis
-
02
Positioning workshop
A joint decision on target customers, alternative and difference, prepared with data so the discussion is based on facts.
- Positioning statement
- Non-target group
-
03
Messaging
Writing the value proposition, key messages per role, proof points and wording modules.
- Messaging architecture
- Proof catalogue
- Pricing narrative
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04
Testing and roll-out
Testing the statements in real sales conversations and briefing the team.
- Revised final version
- Sales briefing
04 · Deliverables
What you have in hand at the end.
| Deliverable | Format | Everyday use |
|---|---|---|
| Positioning document | PDF, 8 to 12 pages | Basis for all copy |
| Competitive matrix | Table | Arguments in sales conversations |
| Messaging architecture | Document per role and channel | Consistent language in sales and marketing |
| Pricing narrative | Argument guide | Price discussions with procurement |
| Home page copy and pitch opening | Draft copy | Immediate use |
Frequently asked
Frequently asked questions about positioning and messaging.
How many people need to be involved on our side?
Does positioning work with a broad portfolio?
What happens to the result after the project?
How does this differ from brand strategy?
Further reading
Relevant next steps.
Working together
Let's talk about where you stand.
In a 30-minute first conversation we identify where your growth is stuck and whether working together makes sense. You then get an honest view of a realistic scope.