Build the positioning for competitive market positioning around a claim competitors cannot honestly make.
Building Competitive Positioning Strategies in Crowded Markets
Practical training in competitive market positioning, grounded in real cases and applied to your own operation.
📍 Tunis🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Attribution in competitive market positioning is imperfect; that is not a reason to stop measuring it. Most disappointing results in the marketing and commercial practice discipline trace back to an audience defined too broadly. It is pitched for practitioners with responsibility for the wider marketing and commercial practice agenda, not for observers of it. The programme uses small-group work so that each participant's treatment of competitive market positioning is examined, not just described. The difficulty is not agreeing that the practice within marketing and commercial practice matters — it is deciding what to stop doing to make room for it. The programme is built to be used, and every section of the marketing and commercial practice capability it covers ends in something applicable. Post-incident reviews keep identifying weaknesses in competitive market positioning that were visible long before the incident. Participants take away a working set of documents supporting this area of marketing and commercial practice, ready to be adapted internally. The programme ends where implementation begins, with the wider marketing and commercial practice agenda broken into steps someone can start on Monday.
Expected Learning Outcomes
Set measurable objectives for competitive market positioning tied to revenue rather than reach.
Document decisions about competitive market positioning in a form that remains useful after the people change.
Structure records of competitive market positioning so that they answer the questions an auditor will actually ask.
Plan expansion of competitive market positioning into new segments or markets deliberately.
Build the sales process for competitive market positioning so it is repeatable across the team.
Anticipate the objections that competitive market positioning will attract internally and answer them in advance.
Who Should Attend
Sales managers leading teams that deliver competitive market positioning.
Procurement and contracting staff whose agreements set obligations around competitive market positioning.
Agency and consultancy staff supporting clients on competitive market positioning.
Brand and communications specialists shaping competitive market positioning.
Managers in small and medium organisations who own competitive market positioning alongside other duties.
Customer experience managers improving competitive market positioning.
Course Modules
Competitive market positioning: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Where the buyer actually decides on competitive market positioning
- Describe the buyer for competitive market positioning specifically enough to name who is excluded.
- Record the rationale for each significant choice made about competitive market positioning.
- Reduce the variation in how competitive market positioning is carried out between teams.
- Build the report on competitive market positioning that answers whether to spend more or less.
Session 2Pricing competitive market positioning on value rather than cost
- Choose the next segment for competitive market positioning and state why it is next.
- Write down the assumptions underpinning the approach to competitive market positioning.
- Review whether short-term tactics on competitive market positioning are damaging the brand.
- Structure pricing for competitive market positioning against perceived value.
Competitive market positioning: objection handling and negotiation
2 sessions · 8 pointsSession 1Closing out competitive market positioning and capturing what was learned
- Select channels for competitive market positioning based on evidence, then cut the rest.
- Design the retention action triggered when a customer of competitive market positioning goes quiet.
- Document the sales process for competitive market positioning so a new joiner can follow it.
- Measure lifetime value from competitive market positioning, not just first purchase.
Session 2Choosing channels for competitive market positioning on evidence
- Test creative for competitive market positioning at small scale before full commitment.
- Define the handover point between marketing and sales in competitive market positioning.
- Set out how exceptions to competitive market positioning are requested and approved.
- Set objectives for competitive market positioning in revenue terms with a timeframe.
Competitive market positioning: the customer journey and decision points
2 sessions · 8 pointsSession 1Measuring competitive market positioning when attribution is imperfect
- Name a single owner for each element of competitive market positioning.
- Review whether competitive market positioning is aligned with the objectives of the commercial team.
- Benchmark the organisation's competitive market positioning against comparable operations.
- Decide what will be stopped to create capacity for competitive market positioning.
Session 2Defining the audience for competitive market positioning narrowly enough to matter
- Build the content that answers the buyer's real question about competitive market positioning.
- Agree the attribution model for competitive market positioning and state its known limits.
- Identify single points of dependency in competitive market positioning and reduce them.
- Rank the weaknesses in competitive market positioning by consequence rather than by ease of fixing.
Competitive market positioning: audience definition and segmentation
2 sessions · 8 pointsSession 1Building lasting competence in competitive market positioning
- Agree the indicators that will show whether competitive market positioning is improving.
- Assign responsibility for keeping documentation of competitive market positioning current.
- Set the discount authority for competitive market positioning and require justification.
- Plan the sequence in which improvements to competitive market positioning will be introduced.
Session 2Reading the current state of competitive market positioning honestly
- Test the procedure for competitive market positioning against a realistic scenario.
- Prepare the summary of competitive market positioning that senior management will read.
- Agree the smallest change to competitive market positioning that would be visibly useful.
- Map the decision journey for competitive market positioning and mark where the choice is actually made.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.