Product Alternatives: Figure Out Your Product’s Real Competition

Product Alternatives: Figure Out Your Product’s Real Competition

What problem do your customers want to solve by using your product? What would your customers do if they didn’t use your product? April Dunford proposes a 12-step product positioning process—taking you all the way from creating a cross-departmental positioning group to sharing your final positioning across the company—that lets you position any product well. Step 4 in that process is to identify the alternatives to using your product. Keep reading to learn Dunford’s method of identifying product alternatives.

What Is Product Positioning in Marketing—& Why Does It Matter?

What Is Product Positioning in Marketing—& Why Does It Matter?

What is product positioning in marketing? How important is it in selling your product? If you work in marketing yet still can’t define what “positioning” is, consultant and speaker April Dunford is here to tell you that you’re not alone. She contends that most marketers don’t fully understand what positioning is or its vital importance to selling. Keep reading to learn what positioning is and why it matters.

Poor Positioning: 3 Marketing Mistakes to Avoid

Poor Positioning: 3 Marketing Mistakes to Avoid

Is product positioning necessary? What about repositioning? If you work in marketing yet still can’t define what “positioning” is, consultant and speaker April Dunford is here to tell you that you’re not alone. If you’re not sure what positioning is, you’re not likely to understand its importance—and you’re bound to make a few mistakes. Let’s look at Dunford’s insights into poor positioning and three marketing mistakes to avoid.

The Importance of Positioning—the Bedrock of Successful Selling

The Importance of Positioning—the Bedrock of Successful Selling

How well do customers understand how to use your product? Are they clear on why they need it? In Obviously Awesome, positioning consultant and speaker April Dunford explains why positioning is critical to successfully selling your product. Dunford argues that positioning isn’t merely helpful; it’s the bedrock of successful selling and marketing. Read more to understand the importance of positioning in selling your product.

Introduction Stage of the Product Life Cycle: Overview

Introduction Stage of the Product Life Cycle: Overview

What is the introduction stage of the product life cycle? What happens to products during this stage? In The Marketing Plan, marketing expert William M. Luther gives a brief overview of the first stage in the product life cycle. When products enter this stage, there are very few competitors but rarely any revenue is made. Let’s look at the pros and cons of entering the market during the introduction stage of the product life cycle.

The 3 Phases of the Product Life Cycle—Explained

The 3 Phases of the Product Life Cycle—Explained

What are the three phases of the product life cycle? How can understanding these phases help you tailor your marketing strategy? After calculating your target market’s size and ideal market share, you need to understand what happens to products in the product life cycle. This cycle starts when a product is introduced to consumers and ends when it’s removed from the market. Read on to learn how William M. Luther explains the phases of the product life cycle in his book The Marketing Plan.

The 5 Types of Customer Objections in Sales

The 5 Types of Customer Objections in Sales

What are the five types of customer objections? Why will a customer not want to purchase your product? There are many reasons why a customer won’t buy your product. Thankfully, salesman Zig Ziglar says that preparing for these objections can help you address them and convince a customer to buy from you. Here are the five most common customer objections and how to overcome them.