Emotional positioning

For some time now we have realized that, in order to position our products or services and that our clients choose us despite the growing and better offer by our competitors, something else must be done. Obviously, the first thing is to have a competitive product, with adequate technical features, at a price consistent with the solutions it provides, but then, what else can we do? Having clear this core of what the product should be, and that must be perfectly taken care of, we have two factors that will define the success (or the failure) of our proposal.

In one hand we have all the added value components that will accompany our product before and during its useful life in the hands of the customer and that will help to retain it; correct advice during the purchase process to make them decide for what they really need, an efficient logistic service and technical installation if required, after-sales service and guarantee that is able to manage and transform threats into strengths, and an adequate communication so that, in a non-intrusive way, our client is up-to-date with the new additions to our portfolio for future substitutions or acquisitions of products or services.

Having said all this, which must be absolutely crystal clear, the next step is how to convince him to choose us. At this moment the emotional positioning enters the scene. It is known that different senses come into operation in decision making, and that is where you make a bit effort to get direct attention towards us. We have at our disposal a large amount of resources to create a real sensory impact, with companies like Olfatik, capable of creating associative aromas for our brands, or RomaScreen, which through their LED screens create a visual shock that our brain will retain positively. We have lots of tools to create a WOW!!

The emotional positioning of our products or services is something that undoubtedly deserves an important dedication because, if we are not able to do it, as I heard in a conference of Víctor Küppers, “or you are able to make others fall in love or you will have no choice but to be cheap and, from there, you can only compete for price.” Differentiation is fundamental, and it must go beyond having a good product and with adequate added services.