One of my clients is frustrated as he’s losing deals to his competition. He and his organization are at the top of their game. A testament to this is they get over 400 referrals
a year. Yes, 400!
So what’s the issue?
He’s trained a lot of the competition. Many used to work for him and have now gone out on their own. And while his results are superior, his fees are also higher.
So, prospects who often can’t see the difference go with cheaper options, not understanding the long-term benefits he provides.
I told him, “Your issue isn’t what you deliver. It’s how you’re perceived before the first conversation even happens.”
Put it this way – by the time a prospect speaks to you:
- How much of your content have they consumed?
- Do they understand how you work, not just what you do?
- Is your process clearly explained, with the why behind each step and how it benefits them?
Positioned well, clients show up already pre-sold. You don’t have to prove your worth, justify your fees, or oversell your process. The decision is already leaning in your favour. You’re not seen as a vendor. You’re the trusted guide. The expert. The obvious choice.
Powerful positioning creates authority, leverage, and premium pricing power before you even open your mouth.
Poorly positioned consultants compete on price and delivery. Strongly positioned advisors compete on insight and results. One is a replaceable commodity. The other is a trusted partner.
Positioning done well answers 3 questions.
- Do you get me?
- Have you solved this kind of problem before?
- Can I trust you to lead?
When you clearly define who you help, the problems you solve, and the results you deliver, positioning becomes a filter. It attracts the right clients and repels the wrong ones.
So if you want to grow your business without chasing leads or dropping your prices, focus on positioning. Get specific. Stand for something. And make it crystal clear why you’re the one to trust.
Because when the right clients believe you’re the best option, they won’t care about the price. They’ll care about getting the result.
And that’s where the magic happens.
You may be wondering how I’m going about positioning this organization. I’m interviewing each team member in the delivery chain (on video). We’ll have a “normal” conversation where each person explains their role, and why each step is necessary and where it adds value to the client.
That will be packaged up and sent BEFORE they have a meeting with a prospect.
This accomplishes two things.
- Prospects understand the depth of knowledge, experience and the value brought.
- The “sales” meeting can focus on a prospect’s issues rather than spending time explaining the process.
Rashid.
