Positioning That Cuts Through

Clarify your value proposition — especially when clients are cautious.

I was with a New Zealand manufacturer who struggled to explain why they were worth more than imports. Their instinct was to fight on price. The breakthrough came when they reframed their story. Instead of “we’re more expensive but local,” they positioned themselves as saving money through a system that is faster to market, easier to work with and gives peace of mind  through experienced technical support. Suddenly, clients saw the hidden cost of waiting and the value of local service. Their sales shifted almost overnight.

That’s positioning.

In uncertain times, people aren’t just deciding whether to buy, they’re deciding who to buy from. If your message doesn't immediately show a clear benefit, you risk being lumped in with everyone else.

Positioning isn’t about being everything to everyone. It’s about being the obvious choice for the right someone. Knowing who you are best set up to serve!

Ask yourself three questions:

• What problem do we solve better than anyone else?

• What value do we give clients that make them choose us over the competition?

• How do our clients describe the difference we make?

If you can answer those clearly, you’ll stand out. If you can’t, you’ll be compared on price alone.

Here’s the coaching challenge: boil your value proposition into one sentence. Test it with clients. If they don’t instantly get why you’re different, sharpen it again.

In a cautious market, clarity is your greatest advantage. Don’t settle for blending in.