Chapter Two: Position Yourself to Win Every Client



Salespeople need to master the art of positioning. It’s a foundational skill that has a direct impact on their ability to earn.

When you’ve mastered positioning, you’ll benefit on every level, from lead generation all the way through the customer lifecycle. During this webinar, I explained the fundamental elements of positioning in the context of human needs psychology and the innate function of our brains.

I’m qualified to teach this because I’ve been studying and applying positioning statements while building my own businesses over the last 17 years. What you’ll learn in this chapter will help you capture attention, attract new clients, and close deals more efficiently – all based on the six fundamental needs all of us share.

Our brains have excellent sorting capabilities, and science teaches us that we’re using these capabilities all the time – it’s how we make sense of the world and decide what things mean.

For example, when we’ve experienced something unique, and then exposed to a similar experience at a later time, our brains automatically ‘do the math’ and create expectations for what this new experience will be like.

This is very useful for learning things like ‘fire is hot’ and ‘bears can eat me,’ and it’s also something we need to understand as sales professionals.

After all, you’re not the first salesperson your prospects have ever met in their lives. From the moment they meet you, they are ‘sorting’ you based on their own past experiences with other salespeople.

So ask yourself, “How am I being sorted?”

We learned in the webinar that many real estate agents are regarded as being ‘only interested in their next commission’ and/or ‘you get paid too much.’

Naturally, you won’t want to be regarded that way, so you’ll need to craft a positioning statement that separates you from their preconceived notions. Make sense?

A statement such as, ‘You know, a lot of people go into real estate because they’re just interested in the money. I went into this profession because _______________.”

With a statement like that, you’re simultaneously breaking them out of their pattern (real estate agent equals bad) and helping them see you as different that any other real estate agent they’ve ever met. For example, I moved a ton when I was growing up, so I could explain that I’m motivated to make moving easier for families.

Whatever your reason for going into your sales profession, be prepared to tell that story as part of your positioning statement.

Learning to effectively position yourself is a process and it takes time. Now that I’ve given you some strategies on how to get started, I have a little homework for you.

  1. Think about how people sort you. What assumptions are people making when they find out you work in sales? Are they negative or positive? How will they impact your interactions?
  2. Plan to break their pattern. Are your prospects expecting you to be like every other salesperson they’ve encountered? Now’s your opportunity to surprise them and make them view you as a person, not a commodity.
  3. Ask yourself “how am I different?” Sure, you work in sales, but that’s not all you are. Use your story to set yourself apart. For example, I moved 14 times as a kid. If I was a real estate agent, I might mention that as a reason I chose this career. It’s a chance to position myself differently and help my prospect see me as more than the same old agent who’s out for a commission check.

After you’ve brainstormed these concepts, I challenge you to come up with a few positioning messages you can use with prospects. I’m happy to read and critique them for you - just email me at or post them in the comments section here. I look forward to hearing from you!

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