No more vague ICPs, fluffy value props, or deals lost to confusion. Positioning is the engine room of predictable growth.
Positioning is the engine room of predictable growth. The Sales Velocity OS™ starts here: clarity on who you serve, what you sell, and why buyers should choose you.
Most sales teams don’t fail because of effort. They fail because they’re chasing the wrong people with the wrong message.
Reps put in the hours. Calls are made. Demos are booked. Proposals go out. But without sharp positioning, all that energy is scattered – spread across prospects who were never the right fit in the first place. Effort without focus only burns time, budget, and morale.
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Unqualified leads look good on paper but stall after the first conversation. Reps waste weeks chasing opportunities that were never real, inflating the pipeline without moving revenue forward.
Phrases like “we save you time and money” or “we deliver excellent service” don’t land. Every competitor says the same thing. Buyers tune out because they can’t hear a reason that applies directly to them.
The sharper message usually wins. A less capable competitor who tells a simple, compelling story will beat a stronger business that confuses the buyer. Clarity outperforms complexity almost every time.
The fallout is painful:
The result? Wasted time, lower win rates, and a sales team that always feels like it’s running uphill.
Positioning isn’t just a marketing exercise – it’s the difference between sales energy compounding or draining away.
It defines the playing field you choose and the angle you use to win. It answers questions like: Which customers are truly the right fit? What do we stand for in their eyes? How do we differentiate when the competition looks the same?
It’s not just the product or service itself – it’s how you frame it, price it, bundle it, and prove its worth. The best offers speak directly to a pain the buyer feels and show a clear, credible path to relief.
Together, positioning and offer form the front door of the Sales Velocity OS™. They’re the first impression a buyer has, and the filter through which every conversation flows. If you get them wrong, you end up attracting the wrong people and confusing the right ones.
Without sharp positioning and a compelling offer:
Clear positioning is the foundation everything else builds on. It gives your team confidence, your prospects clarity, and your business a system that compounds instead of stalls.
You don’t need a consultant to tell you when positioning is off. The signs are obvious:
One says you’re a software company, another says you’re a consultancy, a third pitches features the business doesn’t even focus on anymore. Buyers hear mixed messages and lose confidence before the deal even begins.
The website says one story, the proposal tells another, and the buyer is left confused. Misalignment doesn’t just slow deals – it erodes trust.
Leads look good in the CRM but have no budget, authority, or real need. Reps waste weeks chasing deals that were never a fit in the first place.
Without a clear reason to choose you, buyers default to the cheapest option. It’s not that you’re too expensive – it’s that you haven’t made your value obvious.
If prospects can’t grasp your positioning in the first five minutes, the meeting is already lost. Confusion is the enemy of conversion.
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The ICP defines who you serve – and just as importantly, who you don’t. Firmographics (size, industry, geography) meet psychographics (mindset, pains, triggers).
Example: “We work with B2B SMEs between £5M–£20M turnover, led by founders still carrying sales.”
Your value proposition explains why buyers should choose you over anyone else. It’s outcome-driven, not feature-led.
Framework: Pain > Promise > Proof.
Your story needs layers. From the one-line pitch, to the elevator version, to detailed proof points. Everyone in your company should be able to explain what you do in under 60 seconds.
Competitors will always come up in deals.
Battle cards equip your reps with talking points so they can position confidently and win without slashing price.
At Sales Velocity, we don’t hand over a tagline and call it a day. We build a positioning system that lives in your sales team.
Our process:
This isn’t theory. It’s a system installed into your sales engine.
Book a Discovery CallToo many companies confuse positioning with a slogan. A tagline alone won’t fix sales.
Positioning has to:
If the story doesn’t show up in daily conversations, it won’t stick. Buyers need to hear the same clear message at every touchpoint or they’ll start second-guessing you.
Managers must hold reps accountable to using the same language and frameworks. Otherwise, positioning slips back into everyone doing their own thing.
When buyers push back, the way you position your offer determines whether the conversation collapses or moves forward. Strong positioning arms reps with confidence instead of discounts.
It’s not a one-off exercise. It’s a living part of how you sell every day. The more it’s embedded in the rhythm of sales, the more natural it becomes for the team – and the clearer it is for buyers.
When positioning clicks, the impact is immediate:
Buyers see why you fit them and move forward faster. Deals stop stalling in “maybe land” because prospects clearly understand the value you bring.
Less confusion, less resistance. When the story is sharp, objections are fewer, and decisions get made without endless rounds of clarification.
Marketing aligns with sales and attracts the right prospects. Instead of chasing noise, your pipeline fills with buyers already pre-qualified by your positioning.
Reps can tell the story consistently, without you needing to jump in. You stop being the only person who can explain what the business really does and start leading a team that can win on its own.
Positioning doesn’t just sharpen your sales – it sharpens the whole business. It creates alignment across marketing, product, and leadership, so every part of the organisation pulls in the same direction.
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Positioning integrates directly with EOS. It turns the strategic clarity EOS creates into something sales teams can actually use day to day.
It bridges the gap between the leadership team’s 10-year target and the rep’s next sales call. Without positioning, the vision never makes it out of the boardroom in a form the market understands.
When the story is clear, scorecards reflect reality instead of mixed interpretations. Leaders can compare apples with apples and actually trust the sales data being discussed.
If your ICP is defined, you know exactly who to put in the role and what skills they need. Without it, you risk hiring capable people who end up chasing the wrong customers.
The Sales Velocity OS™ makes sure positioning isn’t just a marketing idea. It anchors into the EOS framework so sales runs with the same discipline as every other part of the business.
It’s the discipline of defining who you serve, how you win, and why buyers should choose you.
Branding is how you look and feel. Positioning is how you compete and win deals.
Check your historic wins – where do you consistently succeed? That’s your baseline.
Features describe what your product does. Value props explain the outcomes buyers care about.
By positioning around value, not features. Buyers will pay more when they clearly see why you’re different.
Yes. As markets shift, positioning must evolve. The system keeps it alive and relevant.
Test it in live deals. If prospects nod and lean in, you’re on the right track. If they look confused, refine it.
A quick reference guide for reps on how to position against competitors.
It’s designed for B2B SMEs between £1M–£20M turnover, but the principles work in most markets.
It’s the first pillar. Without it, process, people, and performance don’t stick.
