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 yousay
already…
Creating strategicdifferentiationthrough engineering
the bestargumentto create your competitive positon.

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Competitivepositioning isabout
havingthemostrelevantand
compelling storyinthe
marketplace,whichequatesto
valueinthemindofthe
customer andplacesyour
competitorsatadisadvantage.

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Competitivepositioning allowsyou
tomakestrategicchoices abouthow
youwishtobe perceived,youset
theterms,youdefinethevalue,you
controlyour trajectory,ratherthan
simplyletting thepositionevolve.

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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
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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.

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Companiesthathave
successfully createda
differentiated competitive
position havegrownat
aboveaverageratesin
theirindustry.
Making itsomething thatisworth the time and
investmentto getrightinstead of deliveryas
normal as expectation ofthe result.
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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. © Copyright The Craft Consulting 2016. All rights reserved.© Copyright The Craft Consulting 2016. All rights reserved.
Our
approach.

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.

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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

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§ 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.

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Organizationswe’vehelped
clientstore-position.

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?