Survey customers -> positioning statement?

The next cohort of The Expertise Incubator begins Jan 13, 2020. If you’re interested, let me know.

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The reader question: “How do I effectively survey my current customers to help me create an accurate positioning statement?”

The recommendation: Decide which direction to point the car first, then maybe use this one question to survey your current customers.

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I am very often envious of:

  • Those who are content with easy-to-sell optimization work
  • Those who are not thirsty for significant, even radical, change in their clients
  • Those who are happy to build stuff to spec rather than try to innovate

If this describes you, and you’re generally happy with the kind of clients you’ve currently got, then do ask them this question:

What part of your business have we done a good job of improving?

Start with that 1 question, then follow up to learn more from those who respond. Fashion your positioning statement around what you learn.

If on the other hand, you share in the wonderful burden of wanting to push things forward…

In that case, don’t point the car backwards. Don’t derive a positioning statement from what current and previous clients tell you about your work.

Design a positioning statement that accurately embodies your desire for change, transformation, or progress in your clients. If it scares you a bit, GOOD. If it seems like it only appeals to the small minority of highly motivated prospects, GOOD.

If you can see further down the road than your clients can, don’t ask them for directions.

Instead, offer them a free map with your company logo on it.

A reminder: Would you like more detail on the LinkedIn lead generation process described here? If so, please reply, I’ll send you a payment link for $150, and when you pay I’ll give you access to a Gdrive folder containing ~5 hours of video training on that lead generation process. It’s worked really well for folks who are specialized and willing to do the work.