{"id":15067,"date":"2021-11-25T14:16:00","date_gmt":"2021-11-25T13:16:00","guid":{"rendered":"https:\/\/gn24.dev.growth-ninjas.net\/positioning-strategy-and-sales-story-for-successful-customer-communication\/"},"modified":"2023-08-30T22:57:17","modified_gmt":"2023-08-30T20:57:17","slug":"positioning-strategy-and-sales-story-for-successful-customer-communication","status":"publish","type":"post","link":"https:\/\/cache.dev.growth-ninjas.net\/en\/positioning-strategy-and-sales-story-for-successful-customer-communication\/","title":{"rendered":"Positioning strategy and sales story for successful customer communication"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"15067\" class=\"elementor elementor-15067 elementor-11913\" wpc-filter-elementor-widget=\"1\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-da3b060 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"da3b060\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d03623b\" data-id=\"d03623b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f0673bf elementor-widget elementor-widget-text-editor\" data-id=\"f0673bf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><em><span style=\"font-weight: 400;\">As mentioned in the last article &#8220;<\/span><a href=\"https:\/\/cache.dev.growth-ninjas.net\/en\/successful-email-marketing-in-b2b-sales\/\"><br \/>\n  <span style=\"font-weight: 400;\">Successful e-mail marketing in B2B sales<\/span><br \/>\n<\/a><span style=\"font-weight: 400;\">&#8220;it is extremely important to know the target group and to reach them in a targeted and personal way by means of suitable content. <\/span> <\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Since the communication strategy is an important basic building block for addressing potential customers &#8220;correctly&#8221;, we would like to go into the basics of this in more detail here.<\/span><\/em><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f0f5a41 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"f0f5a41\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fbf72af elementor-widget elementor-widget-heading\" data-id=\"fbf72af\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-large\">Positioning strategy<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a4b3111 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"a4b3111\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8fd16cc elementor-widget elementor-widget-text-editor\" data-id=\"8fd16cc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Successful companies also need <b>a clear positioning strategy for their digital presence<\/b>. This is largely responsible for the trust of the target group in the company and describes the habitus of the brand.<\/p>\n<p>First of all, it is essential to determine the <b>position of the brand core<\/b>, as this in turn determines how the target groups are to be addressed and how communication with them is to be carried out in the best possible way.  <\/p>\n<p>The concrete <b>task of the brand<\/b> is then to show through communication (= brand image, brand tonality, brand benefits, brand attributes) which emotion can be associated with the company and its services or products (= brand benefits). Because every customer chooses what gives them emotional added value.<\/p>\n<p>The brand identity, which is developed in the company&#8217;s positioning strategy, is thus the basis for any communication channel.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1760d1d elementor-widget-divider--view-line_text elementor-widget-divider--element-align-center elementor-widget elementor-widget-divider\" data-id=\"1760d1d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t\t<h5 class=\"elementor-divider__text elementor-divider__element\">\n\t\t\t\tInfobox brand identity\t\t\t\t<\/h5>\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7ac1d6e elementor-widget elementor-widget-text-editor\" data-id=\"7ac1d6e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Brand identity provides information about:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><strong>Brand benefits<\/strong>: What is the emotional benefit and what is the functional benefit?<\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><strong>Brand tonality<\/strong>: How am I in my brand wording &#8211; personally as a company and in relationships with customers?<\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><strong>Brand attributes<\/strong>: What attributes do I have (differentiators, unique selling propositions, values)?<\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><strong>Brand image<\/strong>: How do I appear (corporate design, what are my promises in communication)?<\/p>\n<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-96ab003 elementor-widget-divider--view-line_text elementor-widget-divider--element-align-center elementor-widget elementor-widget-divider\" data-id=\"96ab003\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t\t<h5 class=\"elementor-divider__text elementor-divider__element\">\n\t\t\t\tInfobox end\t\t\t\t<\/h5>\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1900176 elementor-widget elementor-widget-heading\" data-id=\"1900176\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-large\">Target groups and buyer personas\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-891f669 elementor-widget elementor-widget-text-editor\" data-id=\"891f669\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>When developing a communications strategy, it is also important to know and define your target group(s). <b>If you &#8220;understand&#8221; your target group, you can convey the content of your communication more precisely<\/b> and know which channels can be used to reach them.<\/p>\n<p>By means of so-called profiles, concrete descriptions of persons can be developed for the target group. These profiles help to make interests, expectations and concerns &#8220;tangible&#8221;. They simplify targeted communication because the target group is &#8220;personalized&#8221;.<\/p>\n<p>There are also various digital tools that can be consulted for this task, such as HubSpot&#8217;s &#8220;<a href=\"https:\/\/www.hubspot.de\/make-my-persona\">Make my Persona<\/a>&#8221; tool.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d8e5109 elementor-widget-divider--view-line_text elementor-widget-divider--element-align-center elementor-widget elementor-widget-divider\" data-id=\"d8e5109\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t\t<h5 class=\"elementor-divider__text elementor-divider__element\">\n\t\t\t\tInfobox Buyer Persona\t\t\t\t<\/h5>\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-25e98e0 elementor-widget elementor-widget-text-editor\" data-id=\"25e98e0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Profiles for a Buyer Persona are composed of the following information:<\/strong> <\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p>Age and gender  <\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p>Life situation and job<\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p>Values (preferences, concerns)<\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p>Wishes and expectations<\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p>Decision criteria<\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p>Decision process<\/p>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p>Channels that are (to be) used<\/p>\n<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce85463 elementor-widget-divider--view-line_text elementor-widget-divider--element-align-center elementor-widget elementor-widget-divider\" data-id=\"ce85463\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t\t<h5 class=\"elementor-divider__text elementor-divider__element\">\n\t\t\t\tInfobox end\t\t\t\t<\/h5>\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-603309b elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"603309b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34e5456 elementor-widget elementor-widget-heading\" data-id=\"34e5456\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-large\">Sales Story<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ab7998b elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"ab7998b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-161277f elementor-widget elementor-widget-text-editor\" data-id=\"161277f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>While the positioning strategy determines the habitus of the brand and defines the approach of the communication strategy, <b>the sales story determines all further marketing and sales activities<\/b>. The sales story is not a marketing tool, but an internal guide to the overall content strategy of the company and the product or service.  <\/p>\n<p>The focus is on the customer, his needs and how his problems can be solved in the best possible way. In short, the added value that the customer gets.  <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-32a925f elementor-widget elementor-widget-heading\" data-id=\"32a925f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-large\">The components of the sales story<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4394c31 elementor-widget elementor-widget-text-editor\" data-id=\"4394c31\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>The Sales Story was composed of 4 parts:<\/p>\n<p><strong>Part 1 &#8211; Client Issues<\/strong><\/p>\n<p>The &#8220;Client Issues&#8221; centerpiece of the Sales Story clearly identifies the problems that will be solved for the client, the &#8220;pain points&#8221; that will be eliminated, the opportunities that will be created for the client, and the benefits or added value that will be created with the product or service. It is precisely these points that hold the great selling power. This is because the company becomes the customer&#8217;s problem solver, an expert who &#8220;understands&#8221; the customer and can offer him solutions.  <\/p>\n<p><strong>Part 2 &#8211; Offering  <\/strong><\/p>\n<p>This section factually clarifies for the customer what specifically is offered by the company, what product or service is involved. Here the company presents itself briefly and concisely.<\/p>\n<p><strong>Part 3 &#8211; Differentiators  <\/strong><\/p>\n<p>The final part of the sales story highlights what differentiates the company from the competition, on what points or factors the company sees its product or service as &#8220;more beneficial&#8221; to the customer. In short, why the company stands out against its competition.<\/p>\n<p><strong>Part 4 &#8211; Tagline  <\/strong><\/p>\n<p>Finally, a meaningful and convincing headline is written, which sums up the product\/service for the target group in a short sentence, based on the most important client issues.  <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-09eafe9 elementor-widget elementor-widget-text-editor\" data-id=\"09eafe9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Unfortunately, most companies do not have a consistent and compelling sales story &#8211; every employee has a different idea of what the company&#8217;s &#8220;value proposition&#8221; is.  <\/p>\n<p>Customers usually do not understand at first glance what the company really wants to offer them &#8211; the website turns into a self-PR website without substance. On the other hand, companies spend vast amounts of money on marketing and PR. But even here, if your sales story is not clear, all subsequent marketing or sales activities will not have the intended effect.  <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6edae56 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"6edae56\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e48106 elementor-widget elementor-widget-heading\" data-id=\"6e48106\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-large\">Conclusion<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2abb96e elementor-widget elementor-widget-text-editor\" data-id=\"2abb96e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>The positioning strategy and the sales story together form the basis for successful sales.<\/strong> <span style=\"text-decoration: underline;\">In our next article<\/span>, we will use the <span style=\"text-decoration: underline;\">Pirate Metrics<\/span> to show how the communication and content strategy can be used sensibly for potential new customers, leads or existing customers.<\/p>\n<p>Of course, we are also happy to support you with your positioning topics, targeted customer approach and content strategy.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e09e8bb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e09e8bb\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0e118fd\" data-id=\"0e118fd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-dd10928 elementor-widget elementor-widget-text-editor\" data-id=\"dd10928\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/cache.dev.growth-ninjas.net\/en\/the-ninjas\/\">Your Growth Ninjas<\/a>,<\/p>\n<p>Adrienne, David, Hermann, Johannes, Katharina B., Katharina T., Stefan K. &amp; Stefan G.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>As mentioned in the last article &#8220; Successful e-mail marketing in B2B sales &#8220;it is extremely important to know the target group and to reach them in a targeted and personal way by means of suitable content. Since the communication strategy is an important basic building block for addressing potential customers &#8220;correctly&#8221;, we would like [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":14839,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[371],"tags":[511,512,513,510,505,473],"thema":[500,492],"class_list":["post-15067","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-column","tag-positioning-strategy","tag-sales-story-en","tag-communication-strategy","tag-positioning","tag-brand-identity","tag-content-strategy","thema-digital-sales-and-business-development","thema-digital-strategies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Positioning strategy &amp; sales story for good customer communication<\/title>\n<meta name=\"description\" content=\"The positioning strategy (brand habitus) and the sales story (content) together form the basis for successful sales.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cache.dev.growth-ninjas.net\/en\/positioning-strategy-and-sales-story-for-successful-customer-communication\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Positioning strategy &amp; 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