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COURSE LENGTH: 1 Day
REGISTRATION FEE: $795 per person
VENUES: Public, Client Site






 

It's Eventually About Your Products!

Positioning is first and foremost about convincing buyers you understand their business as well as they do. In this workshop you'll learn to create value propositions in plain simple English and do it with greater impact by first speaking to the strategic motivations of your target buyers. Products become proof points that substantiate your knowledge of industry issues and top-down strategic initiatives. The stronger your credibility, the more buyers buy.  The contents of this course are covered in their entirety in the Product Management University Portfolio Management course.

Who Should Attend? 

  • Product Marketing Managers
  • Corporate Marketing
  • Product Management
  • Sales

Program Agenda

  • Define the market trends and business drivers in your target markets to ensure your positioning connects the dots between operational buyer needs and top-down strategic initiatives to communicate value at the executive level.
  • Develop a target customer snapshot so your positioning speaks the language of the buyer’s instead of product language.
  • Learn how to articulate your differentiation at a business level instead of playing feature poker at a product level.
  • Learn how to create powerful value propositions by emphasizing things your buyers do instead of things your products do. This approach makes it much easier for sales people to understand and repeat your value story instead of creating their own rogue messages that confuse buyers.
  • Create unique positioning statements that focus on solving high-impact problems for target customers instead of product features that have no context and therefore no value.
  • Learn how to use positioning components to create a compelling value story that can be used across all sales and marketing mediums to give your buyers a single consistent message that’s relevant. 

 

Positioning & Messaging Toolkit

  • Positioning Document – a central repository for your positioning that’s used to create all sales and marketing materials to ensure a consistent voice to the market
  • Positioning Presentation - a presentation with simple dashboard navigation that tells a compelling value story in the buyer’s language instead of product language
  • Positioning Reference Card – a single sheet of paper with everything sales representatives require to uncover needs, qualify a buyer and position your unique differentiation
  • Positioning Statement – a one sentence elevator pitch that’s easy for everyone to understand and repeat

 

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Comments(2)
“As part of an initiative to raise brand awareness at the senior executive level, it was imperative for our worldwide sales team to carry the new message into executive level conversations that are becoming a bigger part of our sales cycles. ZIGZAG\\\'s proven methodology for tools creation made it easy for us to quickly generate the tools and get them into the field for immediate impact. ZIGZAG\\\'s positioning framework and sales tools are some of the best in the business. It makes my job a lot easier. “
Kevin Strange, "Vice President of Sales Enablement", Verint Systems, 01.15.2010
ZIGZAG’s positioning framework and sales tools made it easy to elevate the dialogue to a business value conversation that’s easy for our customers to understand and easy for us to speak. We used it to deliver the new company positioning at our kickoff meeting this year and everyone loved it. We are now using the information across all of our sales and marketing materials. Thank you ZIGZAG!
J. Edward Horton, Vestcom, "SVP, Business Development", 09.01.2009
 
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