4. Position yourself in relation to existing alternatives

Even if you're convinced of the value of your solution, your customer is comparing you. They compare you to their habits, to the competition, to workarounds. Sometimes, they compare you to doing nothing. And they often do so without telling you.

Positioning yourself doesn't mean denigrating others: it means making your difference visible, credible and desirable. This step involves becoming aware of the customer's implicit frames of reference, and then explaining why your solution offers more, better or a different solution.