Are prospects begging you to solve their problem asap? If not, consider this…
Your primary positioning goal should be to establish your company as the Go-To in your chosen market, so that you can eventually name your price and increase margins as opposed to watching prices and margins shrink under competitive pressure. This is the intent behind the Apollo Method for Market Dominance (TM).
If you’re currently in the position of trying to figure out what you’re going to offer the market, there are two keys to the equation. The first you’ll hear often: Focus your offerings on large, common critical market problems. Yes, that’s essential, but it’s not enough. People will buy…eventually…and at some price. Just maybe not the price you want. Especially if they have competitive alternatives.
Here’s the common missing piece: Focus on urgent common, critical problems. The more urgent it is, the more quickly the customer will buy and the more the customer will pay to stop the pain.
So ask yourself: “How urgent is the problem we’re solving?