One of the most important tasks in ensuring the development of a Unique Sales Proposition that can differentiate the company’s offering from its competition is the development of a clear positioning strategy.“Positioning” is how customers conceive the company’s offering vis-à-vis what competitors offer.

In developing a positioning strategy the salesman should have a clear understanding of customer’s needs and purchasing criteria, what is the customer’s “ideal” offering and how can the company’s offering better match customer’s requirements while differentiating from competition

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