As seasoned resellers, you know the value of strong business positioning. But with customers becoming more product-aware and the ever-increasing focus on cost, crafting a powerful identity in a crowded market is imperative if you want to stand out
CREDIT: This is an edited version of an article that originally appeared on Ron Sela
You’re confident in your UVP – your unique value proposition – but is it resonating effectively with your customers? More importantly, what is it doing to help your business reach a new audience? A clearly defined UVP details your business’ strengths, why customers should use your service over others, the unique benefits you offer and showcases your business culture.
In recent years, the evolution of hybrid and remote working models have introduced a broader spectrum of customers that resellers actively engage with. As a result, achieving a nuanced comprehension of your target audience becomes imperative. Savvy resellers understand that customer motivations and preferences are vastly different in a post-pandemic world, so ensuring your demographic data is up to date ensures your marketing efforts aren’t targeting the wrong audience.
Stepping up
In the dynamic world of ecommerce, the landscape of competitors has expanded and diversified significantly in recent years, meaning resellers have often had to act quickly to keep up. With so much time and resource being set aside to stand out against competitors, it can be hard to find time to really get to know who they are. However, analysing competitor strategies is just as crucial as assessing one’s own business landscape. Particularly as this helps identify space in the market – what does your business offer that big box sellers can’t? Resellers can uncover valuable opportunities by not only highlighting their offerings but also emphasising how they can address customer needs in ways that larger retailers cannot.
Business culture
In today’s business landscape, the perception of a company’s culture significantly shapes its positioning. Are you positioning yourself as a sustainability leader? Are you integrating cutting-edge technology into your operations? Customers might know what you sell – but do they know who you are? Market research shows that ensuring your company ethos is aligned with your customer base can be a significant driving factor in purchasing decisions. Reassessing your company positioning statement on a regular basis is imperative to ensure this strategy is consistently reflected in all messaging. Remember the 3 C’s – consistent, compelling, and clear! This not only helps customers to understand your business culture but can also be highly valuable when it comes to attracting new staff.
With so much to deal with every day, it can be hard to find the time to revisit your brand positioning and it might feel like a case of ‘it’s not broken, don’t fix it’ – but over the last decade, the dealer community has tackled challenges and shown resilience in the face of global pandemics and economic downturns. With stories and successes like that, why wouldn’t you want to shout about it?
Be the first to comment