Leave with a testable positioning statement and a list of evidence needed to support it.
Start with a real buying situation
For the worked example, the audience is a production manager replacing a constrained machine. Their problem is that the current process has an unresolved capacity or quality constraint. The desired practical outcome is equipment selection based on the actual operating requirement.
The example is deliberately bounded: installation space, utilities and shutdown windows must be confirmed. That condition should influence the promise, scope and next step rather than disappear from the marketing copy.
| Illustrative offer | a specified equipment supply and commissioning package |
|---|---|
| Buyer question | What operating condition must the equipment meet to be accepted? |
| Possible evidence | a documented demonstration using agreed materials and acceptance criteria |
| Useful asset | an equipment requirements and acceptance checklist |
How to complete your positioning worksheet
- Name the customer and the situation in which they need help.
- Describe the alternative they use today.
- Choose the most relevant difference your offer can demonstrate.
- Connect that difference to a useful customer outcome.
- Test the statement in conversation and ask people to repeat what they understood.
Worked example
These entries are illustrative planning material, not research findings or customer results. Keep the structure and replace the content with verified details.
| For this customer and situation | Industrial equipment suppliers buyers, especially a production manager replacing a constrained machine, dealing with this issue: the current process has an unresolved capacity or quality constraint. |
|---|---|
| The current alternative | An existing provider, an internal process or no change. Ask which alternative the buyer actually uses. |
| Our relevant difference | A clearly scoped offer and visible evidence: a documented demonstration using agreed materials and acceptance criteria. |
| Evidence we can show | Use a documented demonstration using agreed materials and acceptance criteria; check whether it answers the buyer’s uncertainty. |
| The short positioning statement | For a production manager replacing a constrained machine, our a specified equipment supply and commissioning package helps work towards equipment selection based on the actual operating requirement. Evaluate it through complete a documented demonstration or acceptance test on the required use case. |
Review before using it
A useful operational measure in this example is performance against signed acceptance criteria. That does not automatically make it a marketing attribution metric. Define the source, period and owner before drawing conclusions.
- Does the statement distinguish the offer without inventing a claim about competitors?
- Check the delivery assumptions: Separate equipment, installation, training, consumables and maintenance.
- Use evidence rather than promises. Do not infer certification, safety suitability or throughput without verification.
- Discuss the draft with someone who understands the buying situation. Start with: “What operating condition must the equipment meet to be accepted?”
- If the next step is a trial, define its purpose. One possible starting point is to complete a documented demonstration or acceptance test on the required use case.
Common mistakes and a better review
Do not fill a missing fact with an impressive-sounding number. Mark it as an assumption, explain how you will check it and give that check an owner. A short, honest document is easier to use than an elaborate plan built on unknowns.
| Watch for | Words such as innovative or premium add little when they have no observable meaning. |
|---|---|
| A real buyer concern | Can you guarantee the output from the brochure? |
| Useful response direction | We need to compare the brochure conditions with your materials, staffing and process, then agree a suitable acceptance test. |
| Evidence to collect | The buyer’s own account, a documented demonstration using agreed materials and acceptance criteria, and records relevant to performance against signed acceptance criteria. |
Your working sheet
Write your own version below. Notes are saved on this browser when local storage is available. Use Download to keep a separate copy; avoid adding confidential information on a shared device.
Example: Industrial equipment suppliers buyers, especially a production manager replacing a constrained machine, dealing with this issue: the current process has an unresolved capacity or quality constraint.
Example: An existing provider, an internal process or no change. Ask which alternative the buyer actually uses.
Example: A clearly scoped offer and visible evidence: a documented demonstration using agreed materials and acceptance criteria.
Example: Use a documented demonstration using agreed materials and acceptance criteria; check whether it answers the buyer’s uncertainty.
Example: For a production manager replacing a constrained machine, our a specified equipment supply and commissioning package helps work towards equipment selection based on the actual operating requirement. Evaluate it through complete a documented demonstration or acceptance test on the required use case.
Review your work
Tick only what you can support with your answer or practice. This is a reflection checklist, not an automated assessment.
Questions about this resource
How do I adapt this for my industrial equipment suppliers business?
Replace the audience, offer and evidence with your actual information. Begin with a recent buyer conversation about why the current process has an unresolved capacity or quality constraint, then check which assumptions match your business.
Is the filled example ready to publish?
No. It is a working example. Verify claims, permissions, prices, current capabilities and any customer information before using it externally. Do not infer certification, safety suitability or throughput without verification.
What should I do after completing the worksheet?
Use it to make one decision or have one focused conversation. The intended output is a testable positioning statement and a list of evidence needed to support it. Set a review date and update it when the evidence changes.
Illustrative business worksheet. No customer results, market rates, traffic volumes or performance benchmarks are implied. About these resources.