Product Positioning - You Can’t Sell Without a Story

Registration is required for this event. Click here to register and for more information.

Selling any product, service, or solution requires telling prospective customers not only what it is, but why they should care. That kind of story starts in your customer’s head and getting that story right is especially critical in the start-up phase of a business’s life. This session will teach you how to position your product well in the minds of your target customers and demonstrate evidence of demand for your company and product to investors.

Attendees will walk away with a straightforward method to develop an effective story about their Product, Service or Solution that:

  • is aimed at a carefully defined audience (i.e., matters to the customer)
  • is complete (i.e., captures all key values)
  • is consistently used (i.e., everyone sings the same song)

Seminar Outline

1.  Your story

  • Good stories sell and poor stories don’t
  • What’s a good story?
  • Getting storytellers to tell the right story

2.  Interactive session: a tool for crafting stories that sell effectively
3.  Feedback session: applying the tool to your business



Scott Schafer, Principal,


General Admission: $40; SARTA Members: $25

Price includes free parking for 4 hours at the One Capitol Mall Valet Garage on 2nd Street (valued at $8) and a continental breakfast.

If you are a SARTA member, please email [masked] for member discount code.

Registration is required for this event. Click here to register and for more information.

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