Define Your Competitive Positioning
Analyze your market, identify your differentiators and build a clear and distinctive positioning.
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Why define a clear competitive positioning?
Without distinctive positioning, you are interchangeable with your competitors. Your customers don't understand why they should choose you. It's time to clarify your promise.
Stand out in the market
Identify spaces not occupied by your competitors using perceptual mapping. Find your unique territory that meets the expectations of your target customers.
Build a memorable promise
Formulate a clear and impactful value proposition that resonates with your personas. A strong promise that is remembered and easily shared.
Align marketing and sales
Translate your positioning into a coherent sales pitch and impactful sales materials. Your entire team speaks with one voice.
Learning Objectives
At the end of this training, you will be able to:
- Analyze customer perceptions and the competitive landscape
- Identify relevant differentiation pillars
- Build a clear and memorable value promise
- Tell your proposition story with effective storytelling
- Align marketing and sales actions with your positioning
Target Audience
This training is for: Executives, Marketing Directors, Strategy Managers
Program
Before the Training
- Prepare a brief summary of the current customer perception of your company
- Gather three direct competitors to inform the comparative analysis
During the Training
Analyze perceptions and competition
- Map market positions using the perceptual map canvas
- Identify gaps between perceived image and desired image
- Determine potential differentiation zones
Identify differentiation pillars
- Explore innovation, image and customer experience levers
- Validate the relevance of each axis through target personas
- Structure the differentiation pillars
Build the value promise
- Formulate the promise in one clear and memorable sentence
- Link key benefits to tangible proof points
- Test the formulation with peers to evaluate its persuasive power
Tell your proposition story
- Transform the promise into a coherent sales pitch
- Work on offer storytelling using the narrative canvas
- Test short and long versions
Align marketing and sales
- Translate the promise into sales actions and materials
- Verify consistency between messaging, content and tools
- Define the positioning deployment plan
Teaching Methods
- Theoretical and methodological contributions
- Practical exercises on your real market
- Building perceptual maps and value promises
- Personalized feedback from the trainer
The specialist in sales and customer relations for 20 years
100+ programs designed by our instructional engineers and led by 40 field specialists.
Frequently Asked Questions
What is competitive positioning?
Competitive positioning defines the unique place your company occupies in your customers' minds compared to your competitors. It's the distinctive promise that differentiates you and justifies why customers choose you.
Who is this training for?
This training is designed for executives, marketing directors and strategy managers who want to clarify their market positioning and build a differentiating value proposition.
How do you build a perceptual map?
A perceptual map positions your company and competitors on two key axes (price, quality, innovation...). It helps visualize available spaces in the market and identify potential differentiation zones.
How does the practical implementation work?
80% of the training is devoted to practice. You will work on your own market with competitive analysis exercises, perceptual map building and formulation of your value promise.
Is this training eligible for OPCO funding?
Yes, KESTIO is Qualiopi certified. This quality certification enables funding of our training programs by OPCO. Contact us to get a personalized quote and coverage terms.
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Contact us directly
Our team is available to answer all your questions about this training.
Hours: Monday - Friday, 9am - 6pm (CET)