• jzitek@harborcapitalgroupinc.com
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  • Bloomington, MN 55437

Positioning: A Competitive Breakthrough

SaaS companies are no longer unique, and most of these companies have lots of SaaS competitors with similar services, This makes it difficult to break out and get attention.

Getting attention is similar to the problem marketers had in the ‘70s and ‘80s when getting through the media noise almost impossible. Marketing ROIs were getting expensive. Then, JackTrout wrote a book about “Positioning.” The idea of positioning is to find and take a unique position in the customer’s mind. 

For example, there were many car rental companies at that time, all fighting each other.  Hertz was the acknowledged leader. Avis realized that service was an essential outcome people wanted and a position no one owned. So, they positioned themselves in the minds of consumers as being  #2, because “We Try Harder,” which propelled them into number 2 and above the crowd.

Many SaaS companies are facing that same competitive environment today. Therefore maybe time to take a look at your competitive position in the minds of buyers,

In an article by Yasmine de Aranda, from Martet8, she stated you have to ask the critical question, “Why should a prospect choose you over the competitors”? You need a compelling reason for them to buy from you. Remember, they don’t care about your awesome company until they care about what you can do for them.

The right position will get you increased responses and conversions, a shorter buying cycle, higher retention, and scalability.

Some information you will need to create your positioning:

  • Who are your potential customers?
  • What outcomes are they trying to achieve?
  • Why are your competitors unable to achieve these outcomes?
  • How will your solution make your customer’s life better?

Don’t just write down the answers. Ask your customers for the answers.


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