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The #1 reason your positioning falls on deaf ears is because your target customers aren't convinced you understand them! 

This course is a hands-on clinic where you'll learn how to create conversational positioning that convinces your target customers you understand them as well as they understand themselves. That's what leads them to the conclusion your products are the best.

Invest a half-day and learn how to create a conversational value story for your products that convinces buyers you're the one.

Course Takeaways

  • Conversational positioning story for your products & markets.
  • The highlight reel of conversational customer scenarios (not product scenarios).
  • The "net it out" verbal positioning statement.
  • Conversational writing style with storytelling techniques.
  • The conversational Product Battle Card for sales. 
Lesson Plan

product marketing course Lesson Plan | Positioning Course

Convince Buyers You Understand Them.

Learn the psychology of positioning. If your target customers think you understand them better than your competition, they immediately come to the conclusion your products are better.

Product positioning is where it starts. You'll learn how to create a value story that gives your sales team an advantage before they ever meet the buyer.


    Introduction to Conversational Product Positioning

    LESSON 1: How to Get Inside the Head of Your Ideal Buyer

    LESSON 2: Connect Buyer & User Priorities

    LESSON 3: Your Product Highlight Reel With Storytelling

    LESSON 4: Create the Verbal Positioning Statement

    LESSON 5: Headlines That Hook Buyers With Emotion

    LESSON 6: Mobilize Your Positioning Across the Salesforce

    The Classroom

    • Personalized case studies for your products and your markets.
    • B2B and B2B2C examples that are relevant to your business.
    • Breakout sessions and collaboration with team members.
    “I really enjoyed how the class flowed. John would share a concept. We would then take that concept and do an exercise around the concept. We would come back together as a class and share our work. The teams would sometimes miss the mark with their work but that was ok. John would take what they had prepared and coach them to the right answer. I feel that I was able to retain more of the concepts of the course because of this practice. Thank you for the great course!”
    Product Owner
    Product Management University Helped Me Learn! 5
    “Our entire product team took this course while in the midst of planning a line of brand new products and this could not have come at a better time. I’d also recommend having a copy of Managing Products to Deliver Solutions by John Mansour at your desk as a quick reference.”
    Product Manager
    Product Management University Helped Me Learn! 5
    “I really loved this course and the breakout sessions. This 3 day course was fun, collaborative and strategically simplified without a dull moment. You’re an awesome trainer and I can tell you have a passion for helping companies and individuals in being successful. This is a great addition to my Safe Lean Agile POPM certification, if not better! I would definitely recommend this course to my PM family in the Healthcare and Fintech industry.”
    Sr. Product Manager
    Product Management University Helped Me Learn! 5
    “I have twice participated in product management workshops delivered by John to product teams I manage. These have been very well received and have provided my team members with a great foundation of PM skills. John customizes the content to the type of products the team is working on, and makes it very relatable. These sessions also serve as a team-building exercise. I highly recommend this course.”
    Director, Product Management
    Product Management University Helped Me Learn! 5

    Your Instructor

    My top priority is that you understand how to apply B2B product and portfolio marketing practices to your everyday job, your products and your markets. That's why we do it together in the classroom so you won't have to figure it out after the training.

    product management instructor

    One Framework

    From products to solutions to portfolios...the three stages of product marketing maturation. With the Product Management University Framework, you'll never have to ground your team to switch to another framework because we'll guide you through each stage of maturation without missing a beat!

    Product Management Framework