Devoted to lead generation, lead generators, and successful lead gen campaigns

It's a concept that I am a big believer in, since it has changed the way I do business as a sales and business professional.

It's called "positioning".  Jeffrey Gitomer is a big believer in it, and his advice has helped me create a unique sales consulting company that is growing.  Or, take this blog that you're reading...there are tens of thousands of qualified sales professionals all over the world that could write this blog, and yet I have the opportunity to exert my thoughts over a well-read business blog network.

That's the magic of "positioning".

Business author Clayton Makepeace has more on positioning, and why it's such a good way to reel-in new customers:

"Your prospects are hungry for information. Give it to them without obligation, and you have an open door to start conditioning their minds to your proposition.

This is called “positioning”, versus “prospecting”. Positioning gives you infinitely more leverage. Think about it. The prospect reads your information, they find it convincing, they call you. Who is in the driver's seat?

So what exactly is an “Information Magnet”?

An information magnet is a simple written report that documents a problem, and explores available solutions. You can call it a Whitepaper, a Special Report, a Quick Guide, an Executive Briefing, whatever your customers will relate to.

Your document is written in a plain and easy to understand, yet engaging style, and seeks to objectively outline the pros and cons of the available solutions, including your own.

The information magnet serves to identify prospects with a need, and qualifies them for the next phase of the sales cycle.

Notice I said “identifies prospects with a need”. You’re not going to make your information magnet available to just anyone."

Start doing more positioning instead of more prospecting.  It works!