Your assignment: Competitors and Positioning
Set aside time to complete the Competitors and Positioning template.
By the end, you’ll have:
- clarity on who you really compete with
- your win and loss themes
- a shortlist of envy + struggle lessons
- a single positioning sentence you can build everything from
Part 1 – Map your competitors
Include:
- Direct competitors
- Indirect competitors
- Do nothing / no change
If you don’t know who you’re losing to:
- look in your CRM and old emails
- ask past prospects what they did instead
- and if they did nothing, ask how they’re coping with the problem now
Go into these conversations to learn – not to pitch.
Part 2 – Define win and loss themes
Answer:
- Why do clients choose us?
- Why do they not choose us?
If “price” shows up, treat it as a signal that:
- trust didn’t land, or
- value wasn’t clear.
Part 3 – Envy and struggle
- List 3 competitors you envy and why
- List 3 competitors you think are struggling and why
- Note what you will do differently
Part 4 – Write your positioning sentence
Finish this sentence with one clear line:
People choose us because…
Keep it human.
Keep it emotional.
Keep it believable.
That sentence becomes your positioning anchor.
Everything else hangs off it.
What comes next
Next module: Why Now.
This is where we identify:
- what makes people act now (instead of later)
- what market shifts or triggers create urgency
- how to create momentum messaging that stops deals sitting in your pipeline for months
But first – nail the positioning.
If you can clearly say why someone should choose you, you’ve already made sales and marketing easier.