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Imagine this: You have a consultancy business. Despite your efforts, you've found that some marketing tactics have fallen short of your expectations.
You know your business growth goals are not far from reach.
More lucrative clients.
Greater brand recognition.
Increased retention rates.
But how do you achieve all these lofty dreams?
Simple. The answer lies in two things: effective positioning and powerful messaging.
The commercial effects of getting these aspects spot on are staggering. Let's delve into five of these transformative effects.
1. Unlock premium pricing... without hesitation
Ever faced resistance when setting your prices? The power of positioning can change this.
Our anonymous client did just that - a remarkable 10x increase in their pricing. Not a single grumble or complaint.
Their strategy? They'd carefully repositioned themselves to appeal to a new category of buyer; one that represented a larger “piece of the pie”, experienced high resonance with the stated challenge, and that inherently saw the obvious value in the offer of help that lay before them.
Suddenly, they weren't just another productivity and operational efficiency consultancy in a sea of sameness. They were THE expert consultancy firm for the specific transformation ahead. They made their offering unique, and they did it with clever positioning.
2. Say cheers to a brimming pipeline
Great-fit prospects: the lifeblood of any consultancy business.
But attracting these ideal clients can be like trying to catch smoke with your bare hands.
That's where intelligent messaging comes in.
Crafting a narrative that not only speaks to your target audience but resonates with them, can transform your prospecting pipeline.
Effective action plans focused on identifying and targeting potential customers through refined messaging can greatly enhance a consultancy's brand visibility and attract clients who truly appreciate the unique value it brings.
In fact, Jacob was able to add £600k in pipeline from one well-positioned presentation.
Because after positioning, you're no longer trying to persuade clients to work with you; they're persuading themselves.
3. Boost your brand's visibility
When done right, positioning and messaging can catapult your brand awareness and reach to previously unimaginable heights.
You're no longer whispering into a void; you're broadcasting on the loudest speaker, but with laser-focused targeting on those “best fit” clients that afford you the greatest potential for success and profit. Your brand becomes a lighthouse, cutting through the fog and attracting clients from miles around.
4. Experience enhanced client retention
Ever lost a client or decided to part ways because, as it turns out, they weren't such a good fit after all?
With robust positioning and effective messaging, that's a thing of the past.
Better fit client = better retention.
Great positioning starts with a deep knowledge of the buyer, and a forensically diagnostic approach to understanding their challenges, as they relate to your proposition. In short, if you’re doing better diagnosis, you’re prescribing more appropriate solutions, and the likelihood of a misstep in delivery is far less likely.
Get this right, and the lifetime value of each client rises apace. Not to mention your consultancy’s accelerating compound annual growth rate!
Start attracting clients who truly appreciate the unique value your consultancy brings. They're less likely to get seduced away by the competition because they understand what sets you apart.
5. Aim higher, reach further
Dreaming of rubbing shoulders with the big players in the industry? It's not just a pipe dream.
P4 Learning Lab secured a meeting with none other than Meta, simply as a direct result of their revamped positioning and messaging.
They changed their category language, targeted higher-level clients and before they knew it, they were in the same room as the giants.
Positioning can be that powerful.
And that's the beauty of it. When done right, your positioning and messaging can have effects far beyond what you might initially anticipate.
So, if you’re ready to supercharge your consultancy growth and ascend to heights you've only ever dreamed of, it's time to examine your positioning and messaging.
It's time to stop dreaming and start doing. See you at the top.
