The ‘good, better, best’ product positioning framework is solid. As is product positioning based on size – small, medium and large – (e.g. size of the customer, users/seats, number of transaction). But these product positioning frameworks go beyond and tie more directly into customer value.
Product Positioning Along The Customer Journey
Use customer journey mapping to identify the value points along the process. Each product/service should represent a juncture or transition point, in the ‘journey’ and be easy to identify.
Example: Align your B2B technology services along the installation process.
- Installation: Ensure your installation is correct.
- Configuration: Speed your time to value and ensure settings are optimized for your specific business and needs.
- Integration: Align your new investment with existing capabilities / systems through project design, planning and implementation.
Product Positioning By Customer Capability
Different customer have varying degrees of in-house capabilities and available resources. Positioning services along this continuum ensures customers get the most out of your offering and you have a larger market opportunity.
Example: B2B technology operations support.
- Education: Learn best practices and new skills to ensure your operations team get the best from the product investment.
- On-going Support: Get service level agreement backup for your in-house team so together we effectively manage most complex challenges or unexpected hiccups over the lifetime of the system.
- Outsourcing: Achieve value quickly and reliably without the need to develop in-house skills by choosing an expert for all or some of the processes.
Product Positioning by Emotion
- Customer Benefit – what the customer gets
- Product Features – what it is
- Product Benefits – what it does
- Emotional Benefit – how it feels
“At the end of the day people won’t remember what you said or did, they will remember how you made them feel.”
Nick Bonney, one of my fellow Expert Independent Researchers at ICG, has more on Emotion in Product Features.
To get expert assistance with product positioning, contact Jane.