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Hints that your product positioning may need an overhaul July 15, 2010

Posted by Mike Gospe in Integrated Marketing, Positioning.
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Here’s a checklist you may find helpful.  If your company struggles with any one of these items, it could be a sign that the product positioning is not tuned correctly.  Use this as an opportunity to review and re-evaluate.

Clues that your positioning statement should be revisited
• It takes the average sales rep more than 30 seconds to describe the product or service.
• Each sales rep has a different “elevator pitch.”
• Your company has changed markets, investors, price points, sales model, or partnering/channel strategies.
• It’s been a year since the executive team has reviewed the company’s positioning.
• It takes the marketing/PR team more than 3 drafts to finalize press release messages.
• The VP of Marketing and VP of Sales have conflicting perspectives on the positioning and sales tactics.

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