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© Copyright The Craft Consulting 2016. All rights reserved.
Thinking
beyond…
What yousay
already…
Creating strategicdiffer...
© Copyright The Craft Consulting 2016. All rights reserved.
Competitivepositioning isabout
havingthemostrelevantand
compel...
© Copyright The Craft Consulting 2016. All rights reserved.
Competitivepositioning allowsyou
tomakestrategicchoices abouth...
© Copyright The Craft Consulting 2016. All rights reserved.
Thepower of
competitive
positioning:
Distils, hones
and clarif...
© Copyright The Craft Consulting 2016. All rights reserved.
67%of
buyershave
takenkey
decisions prior
tosalesbeing
invited...
© Copyright The Craft Consulting 2016. All rights reserved.
Companiesthathave
successfully createda
differentiated competi...
© Copyright The Craft Consulting 2016. All rights reserved.
Technology trends are
driving IT decision
making out of the
ha...
© Copyright The Craft Consulting 2016. All rights reserved.© Copyright The Craft Consulting 2016. All rights reserved.
Our...
© Copyright The Craft Consulting 2016. All rights reserved.
Where you need to drive digital
transformation trends to the
c...
© Copyright The Craft Consulting 2016. All rights reserved.
A framework consisting the
businessmessagingand
creative appro...
© Copyright The Craft Consulting 2016. All rights reserved.
§ We work closely with clients to help them explore and engin...
© Copyright The Craft Consulting 2016. All rights reserved.
Organizationswe’vehelped
clientstore-position.
© Copyright The Craft Consulting 2016. All rights reserved.
Contact us today.
e: beavoice@thecraft.consulting
t: +44(0)160...
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Competitive positioning
Defining a winning market proposition that beats the competition. Engineering the story that places our client in the right sales conversation, with an aware and engaged audience that believes our client’s business, proposition, or product is better than the competitors.
Find out more at http://thecraft.consulting

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Thinking Beyond What You Say Already - The Craft Consulting

  1. 1. © Copyright The Craft Consulting 2016. All rights reserved. Thinking beyond… What yousay already… Creating strategicdifferentiationthrough engineering the bestargumentto create your competitive positon.
  2. 2. © Copyright The Craft Consulting 2016. All rights reserved. Competitivepositioning isabout havingthemostrelevantand compelling storyinthe marketplace,whichequatesto valueinthemindofthe customer andplacesyour competitorsatadisadvantage.
  3. 3. © Copyright The Craft Consulting 2016. All rights reserved. Competitivepositioning allowsyou tomakestrategicchoices abouthow youwishtobe perceived,youset theterms,youdefinethevalue,you controlyour trajectory,ratherthan simplyletting thepositionevolve.
  4. 4. © Copyright The Craft Consulting 2016. All rights reserved. Thepower of competitive positioning: Distils, hones and clarifies your proposition to market Differentiates you from competitorsin a busymarket Createsvalue in the minds of customers Supports and enables premiumpricing Allows you togo to marketfaster and better © Copyright The Craft Consulting 2016. All rights reserved.
  5. 5. © Copyright The Craft Consulting 2016. All rights reserved. 67%of buyershave takenkey decisions prior tosalesbeing invitedinto theprocess. Making itimperative thatyour capabilitiesand proposition are understood and valuedby decision-makers intheir own right andare perceived as being a betterfit andbetter solution thanthose of your competitors.
  6. 6. © Copyright The Craft Consulting 2016. All rights reserved. Companiesthathave successfully createda differentiated competitive position havegrownat aboveaverageratesin theirindustry. Making itsomething thatisworth the time and investmentto getrightinstead of deliveryas normal as expectation ofthe result. © Copyright The Craft Consulting 2016. All rights reserved.
  7. 7. © Copyright The Craft Consulting 2016. All rights reserved. Technology trends are driving IT decision making out of the hands of the CIO and into the wider business and Executive office; changing the nature of sales engagement. Requiringyou to position your story with an audienceoutsideof IT and havea complex businessissue based discussion rather than a definedIT solution conversation.
  8. 8. © Copyright The Craft Consulting 2016. All rights reserved.© Copyright The Craft Consulting 2016. All rights reserved. Our approach.
  9. 9. © Copyright The Craft Consulting 2016. All rights reserved. Where you need to drive digital transformation trends to the centre of your business– aligning them to your proposition, strategy and market. Where you need to engage wider audiences outside your comfort zone – with biggerideas to become a strategic partner not just a supplier. Where you need to differentiate a complex, compellingbusiness proposition – ina hyper- competitive dynamic and unclear market. Wecreate strategic differentiationthrough a unique, robust and rapid competitivepositioning of businesses,propositions and messages.
  10. 10. © Copyright The Craft Consulting 2016. All rights reserved. A framework consisting the businessmessagingand creative approach, that will enable you to take the proposition to market in the most engaging way to your customers Anunderstanding of how the proposition communications fits within your organization’s brand framework The core content you need, to helpyou consistently and successfullyposition the proposition internally to your stakeholders and externally to your customers Strategic choices thatcanbe explored. Where competitive positioning can make a real difference. A clear definitionof what your proposition is, why it is relevant in the market context and the valueit can deliverto customers above competitor offerings
  11. 11. © Copyright The Craft Consulting 2016. All rights reserved. § We work closely with clients to help them explore and engineer their competitive position and story in the market § The key is to look in equal measure at the market, customer, competition and your organization to construct a robust and believable story that puts you at an advantage: – Are you showing that youunderstand the marketbetterthan others? – Are you directlydemonstratinghowandwhy you are different? – Are you tellingaclearand logical story thatis memorable? – Are you deliveringchallenging ideas? – Are you preempting theirreal concerns and showing you empathize with problems– and can solve them? – Are you talking abouthowyoubenefit themas people and as a business,as opposedto talking solutions? – Are you aligningwith the market’s long-termand businesslevel requirements? – Are you demonstrating that youcan think ahead of,andinnovate beyond,their current technology needs? – Do you have the position,and proposition,andmessage,to deliver it at every level? § We help you to be certain and clear about how your proposition aside from and above your competitors will help the market prosper Thepowerof perception. Engineering the competitive position.
  12. 12. © Copyright The Craft Consulting 2016. All rights reserved. Organizationswe’vehelped clientstore-position.
  13. 13. © Copyright The Craft Consulting 2016. All rights reserved. Contact us today. e: beavoice@thecraft.consulting t: +44(0)1608 819420 Doyou want tomakethe competition irrelevant?
  • wisemansmith

    Jul. 15, 2016

Competitive positioning Defining a winning market proposition that beats the competition. Engineering the story that places our client in the right sales conversation, with an aware and engaged audience that believes our client’s business, proposition, or product is better than the competitors. Find out more at http://thecraft.consulting

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