For resellers looking to stand out from the crowd, understanding the best approach to positioning is fundamental. Strategic positioning acts as an amplifier for your business. Here, we explore a number of approaches which it may be beneficial to add to or revisit to boost your existing strategy
CREDIT: This is a reversioned version of an article that originally appeared on Ron Sela
Strategic positioning plays a pivotal role in shaping a business’s identity in the market. When a company articulates a clear strategic position, it cultivates a distinctive and compelling identity that resonates with its intended audience. Moreover, strategic positioning serves as a roadmap for resource allocation and decision-making processes, empowering dealers to align their offerings with market needs and seize emerging opportunities.
Product Attribute Positioning
Dealers can elevate their positioning by spotlighting the distinctive attributes of their products that fit with the requirements of the modern workspace. For dealers serving today’s increasingly product-savvy customers, this could entail showcasing advanced technology, increased flexibility, or robust sustainability credentials and eco-certifications. By communicating these much in demand attributes, businesses can carve out a specialised niche and address specific consumer needs or preferences. This has proven particularly effective given the current consumer trend for purchasing decisions based on social as well as economic value.
Perceived Value Positioning
In this strategic approach, a product or service is positioned in the market by considering its price alongside its perceived quality. The goal is to strike the perfect equilibrium between cost and the perception of value, ultimately attracting and retaining customers. Resellers, frequently faced with the dilemma of choosing between value-for-money and cost positioning, often find success with this approach by leveraging attributes like the strength of brand reputation. This strategy can be reinforced through compelling storytelling that underscores brand trust, reliability, and the long-term value offered.
User Positioning
User or consumer positioning is a marketing strategy that involves tailoring a product or brand to meet the distinct needs and preferences of a target audience. This approach requires a data-driven methodology, wherein dealers analyse their customer base and requirements to devise solution-oriented positioning. A good example of this is the speedy response of the reseller industry during the covid-19 pandemic, swiftly meeting customers’ demands for seamless transitions to remote work setups and effectively positioning audio-visual equipment that facilitated homeworking. User positioning is particularly effective when coupled with a robust social media presence, allowing dealers to showcase product utility and setup examples, thereby enhancing engagement and relevance.
Strong strategic positioning is key to planning growth and outpacing competitors effectively. For dealers aiming to elevate their presence in a crowded market, the process of identifying and strategically positioning your business isn’t a singular event but an ongoing journey.
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