You're facing pushback from stakeholders on a new product positioning. How do you win their support?

1 Understand Concerns

When stakeholders resist a new product positioning, it's crucial to first understand their concerns. Engage in active listening to uncover the root of their hesitation. Is it about the potential market reception, the cost implications, or the shift from the status quo? By identifying their specific issues, you can tailor your approach to address these concerns directly. This demonstrates respect for their viewpoints and establishes a foundation for constructive dialogue.

2 Present Data

Armed with a deep understanding of your stakeholders' concerns, it's time to present data that supports the new positioning. Share market research, consumer insights, and competitive analysis that validate your strategy. Use this data to build a compelling narrative that illustrates how the new positioning aligns with market trends and customer needs. Facts and figures are persuasive tools that can help sway opinions by showcasing the potential for success.

3 Align Benefits

Once you've laid out the data, connect the dots between the new positioning and the benefits it brings to the table. Explain how this change will not only benefit customers but also drive business growth and competitive advantage. Highlight how the new positioning can open up opportunities for innovation, revenue generation, and market leadership. When stakeholders see the tangible benefits, they are more likely to support the change.

4 Engage Influencers

In every organization, there are key individuals whose opinions carry weight. Identify these influencers among your stakeholders and engage with them one-on-one. Share your vision and enlist their support to champion the new positioning within the company. When these influencers advocate for your strategy, it can create a ripple effect, encouraging others to get on board.

5 Pilot Programs

To further alleviate concerns, consider implementing a pilot program for the new product positioning. A smaller-scale launch allows stakeholders to see the concept in action without committing to a full rollout. This can provide real-world evidence of effectiveness and help refine the positioning based on customer feedback. A successful pilot can be a powerful argument in favor of adopting the new positioning company-wide.

6 Continuous Communication

Throughout the process, maintain open lines of communication with stakeholders. Keep them updated on progress, listen to their feedback, and be willing to make adjustments as needed. Regular communication builds trust and shows that you value their input. It's also an opportunity to reinforce the strategic rationale behind the new positioning and keep everyone aligned with the overall vision.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?