Positioning worksheet template for corporate training providers
Use this positioning worksheet worksheet to explain who the offer is for, what problem it solves and what evidence supports choosing it. It is written for corporate training providers and starts with an illustrative offer: a practical skills workshop with follow-up exercises. Replace the assumptions with evidence from your own business before using the result.
Leave with a testable positioning statement and a list of evidence needed to support it.
Start with a real buying situation
For the worked example, the audience is a learning lead supporting a sales team. Their problem is that participants understand the concept but do not practise it at work. The desired practical outcome is observable practice of one job-relevant skill.
The example is deliberately bounded: participants have different experience levels and limited release time. That condition should influence the promise, scope and next step rather than disappear from the marketing copy.
| Illustrative offer | a practical skills workshop with follow-up exercises |
|---|---|
| Buyer question | What should someone do differently on the job after the session? |
| Possible evidence | a sample exercise, scoring rubric and follow-up manager checklist |
| Useful asset | a training needs and transfer-to-work plan |
How to complete your positioning worksheet
- Name the customer and the situation in which they need help.
- Describe the alternative they use today.
- Choose the most relevant difference your offer can demonstrate.
- Connect that difference to a useful customer outcome.
- Test the statement in conversation and ask people to repeat what they understood.
Worked example
These entries are illustrative planning material, not research findings or customer results. Keep the structure and replace the content with verified details.
| For this customer and situation | Corporate training providers buyers, especially a learning lead supporting a sales team, dealing with this issue: participants understand the concept but do not practise it at work. |
|---|---|
| The current alternative | An existing provider, an internal process or no change. Ask which alternative the buyer actually uses. |
| Our relevant difference | A clearly scoped offer and visible evidence: a sample exercise, scoring rubric and follow-up manager checklist. |
| Evidence we can show | Use a sample exercise, scoring rubric and follow-up manager checklist; check whether it answers the buyer’s uncertainty. |
| The short positioning statement | For a learning lead supporting a sales team, our a practical skills workshop with follow-up exercises helps work towards observable practice of one job-relevant skill. Evaluate it through run one exercise with a small group and inspect the feedback. |
Review before using it
A useful operational measure in this example is completion and quality of the agreed practice task. That does not automatically make it a marketing attribution metric. Define the source, period and owner before drawing conclusions.
- Does the statement distinguish the offer without inventing a claim about competitors?
- Check the delivery assumptions: Specify preparation, delivery, follow-up, materials and usage rights.
- Use evidence rather than promises. Attendance and satisfaction do not prove behaviour change.
- Discuss the draft with someone who understands the buying situation. Start with: “What should someone do differently on the job after the session?”
- If the next step is a trial, define its purpose. One possible starting point is to run one exercise with a small group and inspect the feedback.
Common mistakes and a better review
Do not fill a missing fact with an impressive-sounding number. Mark it as an assumption, explain how you will check it and give that check an owner. A short, honest document is easier to use than an elaborate plan built on unknowns.
| Watch for | Words such as innovative or premium add little when they have no observable meaning. |
|---|---|
| A real buyer concern | Our team can watch free videos instead. |
| Useful response direction | Videos may cover the information. Let us establish whether your team needs explanation, supervised practice or feedback on actual behaviour. |
| Evidence to collect | The buyer’s own account, a sample exercise, scoring rubric and follow-up manager checklist, and records relevant to completion and quality of the agreed practice task. |
Your working sheet.
Make the exercise your own. Notes are saved in this browser when storage is available. Download a copy to keep; avoid confidential information on a shared device.
Example: Corporate training providers buyers, especially a learning lead supporting a sales team, dealing with this issue: participants understand the concept but do not practise it at work.
Example: An existing provider, an internal process or no change. Ask which alternative the buyer actually uses.
Example: A clearly scoped offer and visible evidence: a sample exercise, scoring rubric and follow-up manager checklist.
Example: Use a sample exercise, scoring rubric and follow-up manager checklist; check whether it answers the buyer’s uncertainty.
Example: For a learning lead supporting a sales team, our a practical skills workshop with follow-up exercises helps work towards observable practice of one job-relevant skill. Evaluate it through run one exercise with a small group and inspect the feedback.
Review your work
This is a reflection checklist, not an automated assessment.
Questions
How do I adapt this for my corporate training providers business?+
Is the filled example ready to publish?+
What should I do after completing the worksheet?+
Illustrative business worksheet. No customer results, market rates, traffic volumes or performance benchmarks are implied.
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