Emily Lu walks through a four-session positioning certification for sales professionals. You'll learn to build trust fast with research, shift from product talk to business impact, uncover real pain versus surface concerns, and handle competitive conversations without sounding desperate. The goal: conversations that make buyers feel your value, not just hear it.
Hey, I'm Emily Lu and I am your EIR for the positioning certification. If you felt like selling has gotten harder in the last few years, you are not alone and you are not imagining it. Buyers are overloaded. They're skeptical. They have heard all the pitches and they have seen all the slides. They don't want more noise, they just want insight and they want clarity. They can go to your website and find the features of your product. They want to partner with someone who can show them the value that's personal to them. Throughout my career in sales, whether I was carrying a quota, coaching reps as a trainer, or now leading a sales organization, one truth has stayed remarkably consistent. And that is that positioning makes or breaks your sales performance. Positioning is the foundation you build your deals on. When you nail it, when you get it right, buyers lean in and trust forms quickly. That way deals move with momentum. But if you miss it suddenly, that's when you're chasing timelines. You're hoping for budget, or you're watching a deal slip away to a competitor. So if you've ever lost a deal to other priorities, or because you failed to secure budget, or every salesperson's worst nightmare, you got ghosted. Even though you were sure there was so much pain there, you're in the right place. So what is positioning? Positioning is how we break through the noise early on. We quickly establish a position of strength and we show real value. We'll run four sessions and across these four, we'll build your skill set step by step, so that by the time you finish the certification, you'll be able to have more compelling conversations and move deals forward because your buyer just gets it in the first session. You'll learn to build trust and credibility in minutes, not across multiple meetings. We'll cover things like research and how to use third party proof points without sounding like a walking case study. In session two, we'll advance into the deal cycle itself and discuss how to lead with business impact instead of product jargon. That means you'll erase phrases like game changing, innovation or streamlined processes and scalable solutions from your vocabulary. And you'll start talking to customers in a way that communicates actual measurable outcomes that they care about. In session three, we'll dive into pain. Not only how to uncover it, but how to actually validate what is real business pain versus what is surface level champion pain and how to position your solution as the smart and urgent next step. Finally, in session four, we'll tackle the dreaded competition conversation. We'll give you real world tactics and a framework that helps you differentiate yourself from the competition without trash talking them or sounding defensive. By the end, you'll have an approach that not only works but is repeatable to show prospects. You're the low risk, high value choice. You'll go from explaining your value to making buyers feel it. Can't wait to see you there.
