Positioning yourself is an often misunderstood concept, but it’s essential if your network marketing business is going to be an ongoing success.
Once you’ve identified your market, conducted your research, tested and tweaked your marketing campaigns, it’s time to really promote your brand and position your company for success. Positioning yourself within your market can make a huge difference in sales and your customer base.
It’s entirely possible that you have no idea what positioning means. Essentially, it’s simply how you are perceived by your customers and prospects. A lot of MLM business owners ignore this aspect of business-building because they believe that positioning is out of their hands.
While it’s true that everyone sees things from his or her own perspective and forms his or her own opinion based on life experience, there’s a lot you can do to position your company in a very favorable light. This is where marketing becomes less about your company’s products and services specifically and more about the entire market in general.
Think for a moment about the current climate in your market and how to use that information to cement your market position.
What problems are prevalent in your industry right now? Is there a downturn throughout the marketplace, or is business booming? Are customers’ needs being met, or is there room for improvement in certain areas?
Think, too, about your current competition and how they are using positioning to improve their business. Is it expensive and inconvenient for customers to switch from one company or one brand to another? If so, one thing you could do is make it easier for customers to come to you so the cost and frustration are not an issue.
Next in your positioning planning, spend some time focusing on your company, products and services. The key to positioning yourself for success is to answer the question: “What makes you stand out from your competitor and what advantages does your company has over the competition?”
Compare your prices, convenience, level of service and even company size. Perhaps you have excellent customer service that’s more personal and prompt, and the bigger companies in your field can’t compete. Maybe you have the lowest prices or the strongest guarantees. Is the quality of your product or service better than that of your competitors?
There are a lot of choices for what to focus on in determining your positioning strategy. One option would be to focus on specific products or services and their benefits to your prospect. You could also focus on how and when the product or service will be used and highlight something specific your customer is looking for. Or, you can position yourself directly against one of your competitors and illustrate for your prospect how much better your company is for meeting their need, or alternately, do everything you can to disassociate yourself from them to avoid comparisons.
The key to remember is that you want to position yourself so that you stand out as the best and obvious choice. If you can provide friendly, fast, excellent service to your customers, demonstrate that in your marketing by comparing yourself to a larger corporation that can’t even come close.
Build your brand and establish yourself in the prospect’s mind as the little guy with the big heart who actually listens and hasn’t grown so big and cumbersome that he ignores his customers.