Here are some examples that illustrate this "positioning strategy":

Example 1- Cookies

Many years ago a marketing study was performed involving two jars of cookies.

Two cookie jars were placed at opposite sides of a room. One cookie jar had three cookies in it. The other was filled to brim with over 20 cookies.

The cookies in each jar were same. The demonstrator told a story of how tasty and delicious both lots of cookies were and asked everyone to grab a cookie.

90% of people moved towards cookie jar with least number of cookies in it because they perceived that they must have been most popular because cookie jar was nearly empty.

Example 2 - Cosmetics

I have a colleague who is one of Australia's mail order cosmetic kings. He writes his own ads and in "call to action" at end he puts ...

"Strictly limited to 2 per customer only." This simple statement makes a consumer believe that there is a limited supply and that it is a highly valuable commodity, so they buy.

And, they don't buy just one, they often buy two.

Example 3 - Department Store

There's a major department store in Australia called "David Jones". They bill themselves as most Department Store in world. Whether or not this statement is actually true, they are a great example of art of positioning.

1. Turn your proposal draft around in less than a week and a completed proposal in two weeks.

Time is critical, in many cases if you do not have your proposal on desk of decision maker BEFORE deadline it is tossed in trash, or at least out of consideration. You want to give decision maker plenty of time to look over your proposal, ask questions, and make their consideration. You cannot give them this time if you take 30 to 45 days to complete a proposal of any size.

2. Send a letter of intent to prospect with a quick overview describing your understanding of their requirements.

In many cases, decision maker has to get three bids, but if reasonable effort is made an only two are available, they can go with that. Letting point of contact on your proposal know you intend to bid, you understand due date, and other relevant information about who you are; they will come to expect what you have to send. When you send your proposal it is most likely to be remembered, plus you can resolve any misunderstandings and get contact information exchanged early.

3. Stay constantly in touch with your points of contacts, when requested provide useful information and be availability to answer questions.

Being available at all times for individual considering your proposal is necessary and always welcome. Nothing is more frustrating for buyer than not being able to reach a vendor who has provided a proposal. They have to be able to contact you and quickly arrange a decision. Checking in periodically with your proposal points of contact is appropriate and lets them know you are interested.

4. Ask for sale.

This should be a given, but so many present a proposal, then sit back and say “What do you think?” when they should say “Have we provided information you need to make a decision?” The objective of a proposal is to show a decision maker that you are best candidate for work and that they should pick you. Ask for sale, ask when a decision will be made, and what you can do to be company selected.