Every time you speak with a prospect you should be thinking, “How can I position my product/service to most benefit the prospect”. Sales positioning is about presenting your product/service in a position that would draw the most interest from the prospect. In order to position what you are selling you need to focus on two key points:
Why has the prospect agreed to speak or meet with you, what is the urgent need that they have. The first thing that you will need to do is uncover this need and figure out whether your product/service can provide the prospect with a solution. The prospect will only be interested, if you can clearly show that you understand their urgent need and provide a solution.
If you are a salesperson, it is your responsibility to know not only your own product/service, but know your competitors. One of the best ways to built rapport and the trust of prospects is by showing industry knowledge, and knowledge of your competitors (mention advantages and disadvantages). If you are aware of the current product/service they are using, do not “attack” it right away, but rather mention some of the advantages (vs. other solutions) and then you can mention the disadvantages. The goal of this is to prove to the prospect that you are not merely an ignorant salesperson, but an industry expert. Once you have shown this, then you can freely show the prospect, why you believe your product/service is the best solution in the industry for them.
On your next sales call, think about these two things going into the call: URGENT NEEDS and COMPETITION. Make it your goal to position your product based on both of these and see the results.