It just takes 8 Qs & 5 mins. I routinely use these Qs to help new clients pinpoint positioning gaps. Using them, you too can instantly find out if your positioning is working or not.
Q1: The product
How often do buyers ask for a solution that's not your core offering?
If you sell multiple modules, this Q checks if your positioning leads with the most differentiated module/bundle.
Q2: The buyer
How often do buyers appear uninterested in your solution?
Buyer interest lives in circumstances, not firmographics. This Q checks if your positioning leads with your buyer’s self-concept.
Q3: The competitors
How often do buyers compare you to alternatives you don’t replace?
Competition is varied. This Q checks if your positioning primes buyers to compare you to your true alternatives.
Q4: The features
How often do buyers focus on features that are not your differentiators?
Buyers are ignorant. This Q checks if your positioning enlightens them to features that are most noteworthy.
Q5: The benefits
How often do buyers overlook the unique benefit of your solution?
Every tool saves time & lifts revenue. This Q checks if your positioning tells buyers how your product does that differently.
Q6: The jobs
How often do buyers ask for capabilities that don’t exist in your solution?
Buyers have big and small jobs. This Q checks if your positioning puts a firm boundary around what your product does.
Q7: The labels
How often do buyers put you into a category that misrepresents you?
A solution may fall into many buckets. This Q checks if your positioning helps buyers place you into the one you best belong.
Q8: The point of view
How often do buyers fail to see why to choose you over alternatives?
Choice is a function of one’s mental model. This Q checks if your positioning connects your value to a non-obvious insight.
Rating yourself on each Q
Think of your recent sales interactions, and rate each Q on a scale of 1 to 10.
Then add up your responses across all eight questions to get you total score.
Assessing your score...
Takeaway
Your sales conversations are the mirror to your positioning.
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About Author: Silky Agarwal
I work as a positioning and messaging success partner for post-PMF B2B SaaS businesses. And have advised Freshworks, Zycus, RippleHire, NextBillion, Jumper, SMS-Magic, Simplicontract, and Netcore, among others. I believe B2B SaaS companies should focus less on positioning the product, and more on positioning the customer.
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