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PositionLab Analysis for: Hard Tech Services

Position Ranking for Hard Tech Services

The red circle indicates where your organization stands with respect to positioning effectively.

The average ranking for people using this diagnostic since June 17, 2003 is:

This is how you stated your marketing position:

Hard Tech Services is a software consulting company serving mid-sized to large financial services companies in South Texas offering support for ERP and financial applications. Unlike The Big Four and other large consulting companies, we are very reasonable and responsive which reduces cost and frustration.

Based on your answers, here are some suggestions for improving your position:

  • If customer retention is an issue, you should focus on marketing to existing customers. It is typically 5-10 times easier to retain an existing customer than to find a new one.
  • You probably have a branding issue and need to make sure you have the right target market and then figure out how you're going to get the word out to that market.
  • Have you considered how you can innovate or position in such a way as to make your service an obvious choice for your prospects?
  • You apparently need to focus on getting the word out about your offerings. Consider targeting a very narrow market, at least initially.
  • You should perform some research to be as sure as possible that you are offering the right products and services to the market. If you cannot match your offerings to the market, you cannot be successful.
  • Your prices may be too low and you may be leaving money on the table. You should probably perform some market research to see how high you can raise them.
  • You should really be checking in with your customers and researching your prospects on a regular basis, and tuning your marketing plan to follow quarterly trends.
  • If you are narrowly defined and not successful, you have to begin to wonder if you have the right products/services and/or the right message. If you are narrowly defined and successful, you may want to consider carefully expanding into other markets—in a way that does not pollute your image in your current market.
  • Bear in mind that prospects reacting to marketing messages can typically only hold on to a single image. When promoting your features and benefits, the best way to capture your audience is to hammer home on the thing that is most important to them, whether it’s trust, prompt service, lowest price, friendliness, dependability or whatever. If you say you are all of these things, a) they won’t believe you, and b) you’ll be indistinguishable from everyone else. Don’t dilute your message; pick one feature or benefit to hammer home.

 

Send an email to: Human Analysis if you would like someone to review your information and comment on your position.  There is no fee for this service, although it is subject to availability.

 

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