How the best do it

We are an Indian company selling to global buyers. How do we position so that being from India reads as an asset rather than a question mark?

The short answer

Do not hide it and do not lead with it. Buyers care about outcome, support and trust, so answer those directly: publish your response times, staff coverage in their timezone, security posture and named references in their market. The genuine Indian advantage is that you can serve a customer more attentively at a given price than most competitors can, so make service depth part of the positioning rather than a footnote. Zoho's transnational localism and Freshworks' global-from-day-one inbound approach are two different, proven answers, one local presence and local currency, the other reach through content. Pick the one your motion can actually sustain and commit.

Go deeper, your way

5 hand-picked resources, 5 India-specific, 5 link-checked. Pick how you want to dig in.

🎧 Podcast
✓ Link checked India Free Advanced

Why we picked it Narayana built two enterprise companies past $20M revenue with product teams in India selling to Fortune 500 buyers, so he can speak to the trust question directly. His line that if you cannot tell your story nobody else can is the heart of positioning from India.

2X SaaS Founder: How To Sell Global Tech Products From India

On The Neon Show by Sharath Keshava Narayana 90 min

Open neon.fund →
📄 Article
✓ Link checked India Free Intermediate

Why we picked it Compares direct sales, channel and marketing-led entry for an Indian company going abroad, and makes the case that the US may not be your best first market. Honest about the cost of a wrong first sales leader hire in a new geography.

Indian SaaS And The Art Of Going From Local To Global

From Inc42 by Sandeep Chawda ~12 min read

Open inc42.com →

The same ground, at another level

How positioning and messaging reads from a different seat.

What is positioning in plain English, and why does everyone insist we have got it wrong? Positioning is the context you give a buyer so that your strengths look obvious. It is the answer to 'what kind of thing is this and who is it for'... Breaking into GTM 3 resources → Our positioning reads fine on the website but every rep says something different on calls. How do I fix that? That gap is almost always a sign the positioning was written for the website and never translated into a conversation. Fix it by building the pitch... Doing the work 4 resources → We are changing our positioning. How do I roll it out without breaking the pipeline mid-quarter? Sequence it: sales first, marketing second, brand last. Reps carry the new story to live deals before the website changes, because they can adapt i... Leading a GTM team 4 resources →

People also ask

What is positioning in plain English, and why does everyone insist we have got it wrong? Positioning is the context you give a buyer so that your strengths look obvious. It is the answer to 'what kind of thing is this and who is it for'... Breaking into GTM 3 resources → How do I write a one-line description of what we do that a normal person actually understands? Stop trying to be clever and name the category first. A stranger needs to file you somewhere in their head before they can care, so 'a CRM for fiel... Breaking into GTM 4 resources → Our positioning reads fine on the website but every rep says something different on calls. How do I fix that? That gap is almost always a sign the positioning was written for the website and never translated into a conversation. Fix it by building the pitch... Doing the work 4 resources → How do I build a sales deck that is not just a tour of our features? Open with a change in the buyer's world, not with your company. Name the shift, show that it creates winners and losers, describe the better state ... Doing the work 4 resources → We are changing our positioning. How do I roll it out without breaking the pipeline mid-quarter? Sequence it: sales first, marketing second, brand last. Reps carry the new story to live deals before the website changes, because they can adapt i... Leading a GTM team 4 resources → Do we need to create a new category, or should we position inside one that already exists? Default to an existing category. Categories are expensive: you are paying to teach a market a new word, and you only earn that back if buyers genui... Leading a GTM team 4 resources →

Also in Starting Up

The same ground, over in Understand your customers, our Starting Up track.

How do I talk to customers without them just telling me what I want to hear? Stop pitching and start interrogating their past. Ask about what they actually did last time the problem hit, what it cost them, and what they trie... 24 resources → What is an ideal customer profile and how do I define mine? An ICP is a precise description of the customer who gets the most value from you and gives you the most back, by firmographics, situation, and the ... 2 resources →
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