In a recent LinkedIn post, Sara Simmonds discusses a critical but often overlooked issue for founders: the impact of unclear positioning on sales effectiveness. Simmonds argues that if a sales team is constantly having to explain the company’s value proposition, it’s a clear sign that the market doesn’t understand why the business matters.
Simmonds highlights the core problem by stating:
“Buyers should not need a guided tour to understand your relevance. If they do, something is off before the call even starts.”
The post suggests that this disconnect often manifests in several ways. According to Simmonds, a weak message can lead to the company’s offering sounding indistinguishable from competitors, offers being framed around features rather than customer priorities, and content that attracts attention but not genuine demand. Prospects, in this scenario, see the business as just another option among many.
The Exhausting Reality of Poor Positioning
Sara Simmonds elaborates on the sales team’s struggle when positioning is not clearly defined. As Simmonds points out, weak positioning makes every sales interaction more challenging.
“Sales gets harder when positioning is weak. Every objection feels heavier. Every conversation takes longer. Every decision depends on your ability to convince. That is exhausting, and unnecessary.”
This constant need to convince, Simmonds argues, is a drain on resources and morale. Instead of focusing on closing deals, sales teams are expending significant energy on basic clarification, a task that should ideally be handled by strong foundational messaging.
The Power of Strong Positioning
Conversely, Simmonds emphasizes the transformative effect of robust positioning. The post explains that effective positioning does the heavy lifting before any sales conversation even begins. It establishes context, builds credibility, and helps potential buyers quickly categorize and understand where the business fits into their needs.
Shifting from Proving to Confirming
According to Sara Simmonds, this shift in perception fundamentally changes the nature of sales calls. Instead of needing to ‘prove’ their worth, sales representatives can move to a mode of ‘confirming’ existing understanding and interest.
“You stop proving. You start confirming.”
Simmonds concludes by advising businesses to address messaging issues as a primary step if they find their current communications are not driving sufficient sales. The post links to a masterclass for those seeking to identify where their positioning might be hindering sales performance.
📝 About This Content
This article is based on insights shared by Sara Simmonds on LinkedIn.
📅 Originally posted on August 3, 2026 | View original post on LinkedIn →