If you are wondering how you can stand out in your industry and attract aligned and qualified clients consistently, you’ll want to keep reading.
After all, you are part of an industry that is predicted to grow to over $950 billion in 2022. That means that there is a lot of opportunity currently for you to grow your business to 6-figures and beyond.
With the onset of the COVID-19 pandemic, we were all catapulted into the online space. More and more businesses began to embrace remote meetings and expand globally, entering new markets to offer services beyond their local or regional market. The potential for growth also grew tremendously, but so did the challenge to compete with larger firms and find ways to stand out and land clients.
In a highly competitive industry that has a low barrier to entry, it can be difficult for a solo consultant or small firm or agency to break through the noise. It’s tough to be viewed as a viable option if people don’t even realize that you exist. So, it becomes increasingly important to understand your industry well enough to figure out how you will create a unique lane for yourself to reduce the competitive forces you experience and bring your business into the spotlight.
Strategic positioning is how you work to intentionally differentiate yourself in the mind of potential clients to separate yourself from your competitors.
“Strategic positioning reflects choices a company makes about the kind of value it will create and how that value will be created differently than rivals.”Harvard Business School Institute for Strategy & Competitiveness
Although this is a concept we consider for BIG business, it is extremely relevant for solo consultants and smaller firms and agencies. It is your way of claiming your space in the industry and establishing yourself as the optimal choice. And it relies heavily on how you have decided to deliver value and differentiate yourself in a way that is clear and noticeable to others.
So, I want to share three reasons why effectively positioning your services matters and the immediate impact it can have on your consulting business.
1. Instead of you having meeting after meeting with prospects that aren’t a good fit for your services, it will help you attract aligned and qualified leads.
There is nothing worse than feeling like you are wasting time and energy on pointless sales calls or meetings. Not only does it kill your conversion rates, but it can chip away at your confidence over time. The way that you intentionally create a unique space for your business in the market and create messaging to communicate with your audience, will determine the prospects and leads you attract. You want to ensure that the alignment is there with your purpose and mission to support your business development.
2. Instead of fighting to gain visibility and compete with larger firms and more established agencies with huge marketing budgets and massive sales teams, it will elevate the perception of you as an industry expert.
Without a substantial financial investment it will be difficult to generate the level of brand awareness required to overcome the competitive forces that exist when you first enter your market. Being able to carve out a unique space in your industry and organically attract and connect with others will give you a platform to amplify your message and unique perspective. Being seen as an industry leader will create an easier path of entry and way to generate consistent business through the creation of demand.
3. Instead of competing on price alone and being viewed as a commodity, it will allow you command a higher price point to generate more revenue.
Your ability to create, generate, and articulate greater value will allow you to effectively compete without sacrificing the necessary profits required to establish financial stability. The greater the perceived value of what you offer, the greater the willingness of potential clients to pay accordingly. Creating value in a way that translates into the best solution for your ideal audience requires a deep understanding of your market. But, when properly addressed, the value created will improve lead generation and support higher conversion to paid clients.
Strategic positioning can completely enhance your business model. But, it is only the foundation of a greater strategy to create consistent business on demand.
If you want to learn how to strategically position your consulting services in a way that allows you to stand out and effectively compete in your industry, I want to introduce you to Positioned To Excel.
Positioned To Excel is an unparalleled, one-on-one, curriculum-based coaching program for consultants, strategists, and expert service providers who want to grow their consulting business to 6-figures and beyond. You will learn:
- How to develop a magnetic core offer that allows you to expand your capacity to serve more clients in a fraction of the time.
- Ways to share your unique perspective and establish a recognizable and respected expert brand.
- How to implement a high-value attraction strategy needed to escape feast or famine mode for consistent revenue generation and financial stability.
- What’s necessary to simplify your consulting model to live life fully on your terms while making the greater impact that you desire.