How to position your b2b saas product so it sells itself
Ilian Daviaud
Product Marketing Manager | Edtech, Fintech, Martech | Might start to post about product research and how the 1% build 'em, exploring the globe🌍
Positioning your B2B SaaS product effectively is crucial for ensuring that it resonates with your target audience and drives self-motivated sales. This process involves two key components: strategic positioning and crafting a compelling unique value proposition (UVP).
Table of content:
Strategic Positioning:
Positioning your product is all about carving out a distinct mental space or "box" in your customers' minds, differentiating your offering from competitors. To achieve this, your product should meet at least one of the following criteria:
a. Newer Technology: If your product leverages innovative or cutting-edge technology, positioning it as a technological leader can be a powerful differentiator.
b. Faster Results: If your solution enables customers to achieve their desired outcomes more quickly than alternatives, position it as a time-saving choice.
c. More Reliable Results: If your product delivers more consistent or predictable results, position it as a lower-risk, more dependable option.
d. Cost-Effectiveness: If your pricing model or overall costs are more favorable than competitors, position your product as a cost-effective choice.
Crafting a Compelling Unique Value Proposition (UVP):
While positioning establishes your product's unique space in the market, your UVP articulates the specific value and outcomes your solution delivers to a well-defined target audience with particular pain points or goals.
To craft an effective UVP, you need deep market understanding and customer insights gained through extensive research, interviews, and analysis. This will help you identify the specific professional and personal outcomes your target customers desire.
Importantly, your UVP should resonate on an emotional level, as humans make purchasing decisions based primarily on emotions and then rationalize them with logic. To achieve this emotional connection, consider the following:
a. Professional Outcomes: Clearly articulate how your product can help customers achieve their professional goals, such as promotions, increased authority, or improved performance.
b. Personal Outcomes: Tap into the deeper, personal motivations driving your customers' professional aspirations. For example, if your product helps customers gain more authority at work, position it as a means to achieve greater respect, empowerment, or life goals beyond their careers.
Recap
By positioning your B2B SaaS product strategically and crafting a UVP that resonates on both professional and personal levels, you create a compelling narrative that makes your solution the obvious choice – the bridge between your customers' current reality and their desired future state.
When executed effectively, this positioning and UVP approach can make your product virtually "self-selling," as customers will inherently recognize the value and alignment with their aspirations.
Remember, continuously refine your positioning and UVP based on customer feedback and market dynamics to ensure maximum impact and self-motivated sales success.
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P.S: Want to know how to acquire more B2B SaaS customers for less? DM me "SaaS"