Positioning outcomes: less churn

When your positioning is good, you have less customer churn. Because:

  • When a lead first encounters your product, they make correct assumptions about your product

  • As that lead becomes a prospect and then moves down the funnel and makes a purchase, all of those correct assumptions are reinforced.

  • At the same time, you are speaking directly to the lead/prospect/customer’s needs. He or she is convinced that your team understands his or her problems better than anyone else and that your product therefore must be the best for his or her use case.

  • When using your product, it behaves exactly as the customer expected it to. Assumptions are confirmed to be correct.

Customers churn when they are disappointed. Disappointed is just another way to say that they had assumptions that turned out to be incorrect — in a bad way.

Good positioning fixes that.

Do you have high churn and suspect positioning might be part of the problem? Reach out and I’ll let you know if positioning might be the cause.

Emily Omier