Corporate Repositioning

Corporate repositioning is about change. It’s about repositioning the company in the mind of prospects. Corporate repositioning is about repositioning your company and its products and services to be seen as having few credible substitutes in the marketplace. It’s about largely winning the sale before a salesperson ever talks to the prospect or knows the prospect is in the market to buy. Corporate repositioning is about repositioning your brand.

Unlike packaged goods and consumer marketing, however, the “brand” in business-to-business marketing is most often the corporate brand, what people think of the company. That’s because business-to-business purchasers’ brand associations relate more to the company and the relationships they have with it, than to the company’s product or service lines.

How your company is positioned in the marketplace largely determines your success. It determines how many sales opportunities you receive. It determines whether you can breeze through your prospect’s qualifying rounds to the finals, or whether you’ll have to do battle just to get a seat at the table. Your position in the marketplace also determines the prices you can charge and the margins you realize.

If nearly every sale of yours seems to come down to price, if you’re closing fewer sales than you used to, if your margins keep shrinking, you may need to reposition your company in the marketplace, in the minds of both your prospects and your people.

That’s where we come in.

Francis Marketing is one of the leading marketing consulting firms specializing in B2B corporate repositioning. Through a proprietary corporate repositioning process called Corporate Conversion, we help our clients identify and migrate to positions of market leadership where their brands have few credible substitutes in the marketplace. Where selling is easier. Where margins are higher.

Sometimes, corporate repositioning is a transformation in who you are, what you do, and how you go to market. Other times, corporate repositioning is about polishing the apple; the company fundamentals are good, but its market positioning needs work. We’ll help you know the difference. And we’ll help identify and deliver what you need.