Antonis Wijnkoperij
A wine merchant easily gets lost in countries, grapes and labels. We made one choice: good wine starts with choosing well. The brand story and a website with Emiel's selection at its heart followed from that.
Positioning and story · Positioning sprint
Know why customers choose you, in two to three weeks.
The Positioning sprint is a two-to-three-week programme in which leadership, marketing and sales work together on a sharp answer to one question: why do customers choose us? At the end, everyone in the commercial team answers that question in the same way, and can show why.
It's a good place to start when your organisation has grown, but the story hasn't grown with it. The website, sales and leadership put the emphasis in different places, you lose deals on price, or the website no longer matches what you do today.
When to choose the Positioning sprint
- Everyone explains the company differently, and the managing director still tells the story best.
- You lose deals on price, because the difference from the competitor isn't clear.
- The website describes the company as it was a few years ago.
- A new market, audience or proposition is coming, and nobody knows how the story should land there.
- A new commercial director or marketing lead wants to lay solid foundations in their first ninety days.
How the sprint works
- Look and listen — we talk to leadership, marketing and sales and to a few of your best customers, and read the website, proposals and presentations.
- Make a sharp choice — together at the table, you choose who you are there for, which problem you solve and why customers choose you, with the evidence to back it up.
- Align — we put the choice into words in a core message, with examples for the website, proposals and conversations.
- Follow through — you start using it: we agree who picks up what in the first ninety days, and hand everything over.
What you have at the end
- A positioning document: which customers and propositions come first, with the evidence behind each choice.
- Core messages and examples, so the website, proposals and sales conversations tell the same story.
- A management one-pager with the essentials on a single page.
- A 90-day plan: what happens first, by whom and when.
- A handover with files, owners and open decisions, so you can carry on yourselves.
Your team's involvement
Leadership, marketing and sales sit at the table together. You introduce us to a few of your best customers; we hold the conversations. The sprint starts with an introductory meeting, in which we decide together whether the sprint is the right fit.
And afterwards?
The sprint stands on its own. A new brand identity or website isn't part of the sprint, but may be a logical recommendation that we can also support. We only agree a next step if the outcome calls for one, for example Brand strategy & brand book, a new website or Market activation. Not sure yet whether the story is really the problem? Then read ‘Our story no longer fits our business’ first.
Want to hear first how customers see you? The guide Customer interviews and win/loss research covers who to talk to, which questions to ask and how to turn it into a choice.
Cases
What that looked like at Antonis Wijnkoperij
Frequently asked questions about the Positioning sprint
What does a Positioning sprint cost?
We work on a project basis, not by the hour. If STOF is a good fit for your challenge, you'll receive a proposal after the introductory call with a fixed price, a clear timeline and what you'll have at the end. Longer-term support is agreed per month, all-in.
How long does it take?
Two to three weeks, depending on how quickly we can schedule the conversations with customers and the team.
Who will we be working with?
You'll work with both Nona and Carlijn. We're a team and look together at which expertise and experience fits your challenge best. You have one fixed point of contact, unless we agree otherwise together, and we both know what's going on in your organisation. Who leads the project depends on the project: we bring in the right expertise and always spar with each other. Our approach is documented, so the project keeps moving during illness or holidays.
What exactly will we have at the end?
A positioning document, core messages with examples, a management one-pager, a 90-day plan and a handover. More importantly: everyone in the commercial team answers the question “why do customers buy from us?” in the same way.
Who is the sprint not right for?
If you're only looking for extra hands to execute, a standalone website or a new logo without the choices behind it, or someone to keep managing it forever, we're not the right partner. We do build brands and websites: as a translation of your positioning, in sprints, with a trusted technical partner when it gets technically heavier. We do need to be able to sit in on the teams and conversations where the story is told.
Is the Positioning sprint right for you?
In a free 45-minute introductory call, we look at where the story comes apart, and whether the sprint is the right first step.
Discuss the Positioning sprintRead more
Challenge
Our story no longer fits
Do your website, sales team and leadership each tell it differently? STOF helps you choose what you stand for, and makes sure everyone tells the same story.
Challenge
Standing out
Losing proposals on price, with a story your competitor could tell too? STOF helps you choose where you really differ, and show it.
Solution
Positioning and story
STOF sharpens your positioning and turns it into a clear story that customers recognise and teams can use consistently.