Positioning that
connects
Moments that matter
Positioning that
connects
Positioning that
connects
Positioning that
connects
The thing about your positioning
Ever wondered if your positioning and your value proposition is connecting with your potential buyer? Because if you’re struggling to get those ‘knowing nods’ with your prospects then you may well not be talking their language.
Because if you’re not connecting to their needs, can you honestly say the ‘value’ in your value proposition is clearly understood?
Understanding the value behind your proposition
The challenge is with positioning and proposition design is that too often there’s too much emphasis on the sizzly sexy copy.
And yes, we all want to sound interesting and impressive, but does that really connect to your buyer and help them think, “wow they clearly know our problems, we need to talk to them!”.
Why? Well, if your buyer can’t see themselves in your proposition, they can’t see your value. Which means you’ve not managed to get the value in your value proposition. Worse than that, your positioning is a dead end. It’s not connecting to the solutions that can solve your buyers problems, which means your proposition isn't converting.
Because more often than not, your buyers find it hard to understand how you help clearly in a language they understand. Supported by clear solutions they can buy.
That why businesses that focus on positioning that connects to their sales engine have more predictable pipelines.
What ‘done right’ looks like
Creating positioning that connects means talking your buyers language.
It means focusing on the buyers problems and how that turns into solutions that solve them rather than pushing services. Because you shouldn't be making your prospects think. It should be really easy for them to understand what you solve.
First things first, it's about agreeing and defining your Ideal Customer Profile (ICP). Which, yes, includes the obvious stuff. Industry, role, geography. But to make your positioning connect, you need to go further.
So it means firstly focussing on the market challenges your buyer is facing. Understanding them and using them as a foundation for how you shape your positioning.
Once you have these foundations, you can then anchor your proposition in what we call critical pillars, which are just that. The’re critical the the way a prospect understands your ability to solve, but also every act of sales or marketing can be brought back to them. Be that content, demand generation campaigns and even your product offering.
Where should I start
Creating a proposition that connects to your ideal customer profiles starts with understanding the market challenges.
Maybe you know this well enough, if not, it’s time to bring in the voice of the customer.
It’s about building your foundations to your positioning and value proposition from the ICP up.
Ensuring your overall purpose line. Which you might call strap line. Connects all the way down to the things your prospects buy.
From your overall positioning, your critical pillars and of course your sales ladder with a comprehensive set of gateway products.
The right positioning comes to life through the nature of how it connects through everything. Not to mention every channel you own and the user flows your want to take your prospects through on your website.
It lives, its breathes and solves.
If your positioning doesn't connect to your sales engine, then why bother.
Our offer
Sales engine assessment
Wondering how well your engine performs? Getting your engine working is often more of a process of optimisation than anything else, and our engine assessment framework tells you where to focus your time and what to improve.
Sales ladder design
Trying to sell the ‘big’ thing doesn't always work. It slows your sales cycle down and impacts overall pipeline momentum. But having a comprehensive gateway strategy and ladder of offers, can speed it up. We call that sales ladder design and it makes your pipeline move.
Proposition Audit
Often you think it's your sales engine that isn't working, when in fact it's even simpler. It’s just that your proposition doesn't resonate properly with your audience or connect to your sales engine. Our proposition audit helps you understand exactly what to focus on to create that connection.
Middle of funnel review
Do you have an opportunity graveyard? More often than not the middle of the funnel is where deals go to die. They get forgotten while the ‘hot’ deals get the attention. With our review process you can uncover what's gone stale and create action for get momentum back.
Results
Case Study:
Culture Club
Creating a value proposition that connects with it's buyers and the sales engine.
Case Study:
Graphite
Accelerating Graphites top of funnel pipeline growth through sales engine design.
Case Study:
Culture Club
Taking control of the top of funnel by creating a scalable, predictable and sustainable sales engine that actually delivers.
Case Study:
383
Replacing HubSpot with a more progressive CRM solution that moved the 383 business forward at speed.
Case Study:
New Icon
Creating confidence, market reach and pipeline predictability through a comprehensive sales programme.
Don’t just take our word for it
Something useful...
Stop selling. Start solving.
There is a point in almost every business journey where sales stop feeling like progress and start feeling like drag.You're having conversations, sending decks, running demos, and telling yourself you're "in market," but beneath that activity there's an uncomfortable truth: you're chasing interest, not creating conviction.
Fix 2026
Is your sales engine ready for the maturity curve that will define sales and the ability for your business to either survive or grow in 2026?If you've been anywhere near a pipeline during the last two years, you've lived through one of the most emotionally unpredictable periods modern sales has ever experienced.
Our solutions
Moments that matter
No one buys from people they don’t trust. So if you’re not finding ways to build those foundations with your prospects, you’re holding your sales back.
It needs to be an experience that brings you and your prospects together through meaningful moments.
Make that human connection your next sales priority.
Systems that sell
Sales fails through lack of systemisation, clarity and ownership.
It needs to be clearly defined, designed around your team, putting the right people in the right place and driving efficient and effective deal flow through your sales engine.
Systemisation is your step to sales success.