Give buyers a reason to choose you that is not the price.
We find what you do better, for whom, and turn it into a value proposition every person in the buying group understands, from the engineer to the purchaser.
When every supplier promises quality, service and reliability, the purchaser decides on price.
Your sellers know why customers stay with you. But on the website, in proposals and in the first meeting, the message sounds like the competition's.
Without a sharp reason to switch, buyers stay with the supplier they have. And the deals you do win are won on discount.
Industrial buyers do not buy a product. A group of people buys a lower risk.
Most industrial decisions involve several people: the engineer who specifies, the operator who lives with it, the purchaser who negotiates and the manager who signs. Each one weighs a different risk.
A strong position answers all of them at once, with proof. It is narrower than most companies dare, and that is why it works: buyers remember the supplier who is clearly best at something that matters to them.
We start with your customers and end with words your sellers use.
- 01
Hear it from customers
Interviews with customers you won, lost and never met. What they needed, who decided and what tipped it.
- 02
Map the buying group
Who specifies, who influences, who signs and who can stop it, and what each of them must believe.
- 03
Choose the position
Where you play, for whom you are the obvious choice and why, tested against the alternatives buyers really compare.
- 04
Put it to work
Value propositions by segment and role, a sales story, proof points and the copy for web and proposals.
What you hold at the end
- 01
A position in one sentence
Clear enough for every employee to repeat.
- 02
Value propositions by role
What matters to the engineer, the operator, the purchaser and the manager.
- 03
A sales story with proof
The narrative, cases and numbers your sellers bring to the meeting.
Talk to a partner, not a sales team
Bring the last deal you lost on price. René Tristan Lydiksen, Founding Partner, takes the call.
René Tristan Lydiksen, PhD
- 01Tell us where you are
A few lines are enough. No brief needed.
- 02René gets back to you
Personally, not through a sales team.
- 03A first conversation
About where you are and where to start.