These two scenarios illustrate a powerful and frequently overlooked best practice in the world of sales:  Whether you intend to or not, you always create a position in the minds of your customers, and that position influences the customer’s attitudes toward you as well as the buying decisions that follow.  In other words, if you look like you’re the low price, your customers will expect you to be the low price.
    

It follows, then, that if we are going to be an effective, professional sales person, we ought to give thoughtful consideration to how we position ourselves in the minds of our customers. 
    

Let’s begin by understanding the idea of positioning a little deeper. Positioning has long been a term bandied about by advertising mavens and marketing gurus.  They define it as the place that your brand or product has carved out in the mind of the customer.  It’s the pictures that enter the customers’ mind when they think of your product, the feelings that your product evokes, the attitudes they associate with you, and the thoughts they have of you. 

Chances are, for example, the words “Volkswagen Beetle” evoke a set of responses from you that are different than “Chevrolet Corvette.”  You expect a certain degree of quality, price and service when you enter a Wal-Mart that is not the same as your expectations upon stepping inside a Saks Fifth Avenue store.
    

Billions of dollars are spent every year on carefully crafted impressions by businesses anxious to carve out a valuable position in the minds of their customers.  

Alas, if only the same thing could be said of many sales people...[Click Here To Read The Entire Article Online]