You're facing pushback from sales teams on product positioning. How can you secure successful adoption?

1 Listen First

When sales teams push back on product positioning, it's essential to start by listening. Understand their objections by asking open-ended questions and paying close attention to their responses. Sales teams are on the front lines with customers and possess valuable insights that can inform your positioning strategy. Acknowledge their expertise and experience, and use this as a foundation to build a more compelling and mutually agreeable product narrative.

2 Align Goals

Alignment between marketing and sales goals is critical for successful product positioning. Ensure that your positioning strategy supports the sales team's targets and incentives. By demonstrating how the proposed positioning can help achieve common objectives, you reduce resistance and foster a sense of shared purpose. This alignment also encourages sales teams to become advocates for the product, as they can see a direct correlation between the positioning and their success.

3 Educate Thoroughly

Education is key to overcoming resistance. Provide sales teams with thorough training on the new product positioning, highlighting its benefits and competitive advantages. Use engaging materials such as presentations, cheat sheets, and case studies that resonate with sales narratives. The better the sales team understands the positioning, the more confident they will be in selling the product effectively to customers.

4 Collaborate Closely

Collaboration between product marketing and sales teams can lead to a more refined positioning strategy. Involve sales representatives in the development process, incorporating their feedback to tailor the positioning in a way that addresses customer pain points and objections they frequently encounter. This collaborative approach not only improves the positioning but also ensures the sales team feels ownership and commitment to its success.

5 Iterate Constantly

Product positioning is not set in stone; it should evolve based on market feedback and sales experiences. Be prepared to iterate on your positioning based on the real-world insights provided by the sales team. Regularly review and adjust your strategy to ensure it remains relevant and effective, thereby maintaining the support of sales teams who see their input leading to positive changes.