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Picture this: You're at a bustling industry conference. Surrounding you are a sea of consultancy leaders, each boasting their unique offerings, showing off their latest marketing efforts. The question arises, how do you stand apart? How do you ensure that your voice doesn’t just add to the cacophony, but resonates above all? Especially when prospective customers are bombarded with so much information.
In a world saturated with businesses offering consultancy services, differentiation in your marketing activity isn’t just good to have. It’s imperative. Understand the customer pains and ensure your core message aligns with them.
We like to propose and teach 6 (and a half) ways to easily differentiate your consultancy in the current market. That is, by differentiating your:
1. Mechanism
2. Result
3. Category
4. Language
5. Experience
6. Risk
6.5. Cause
Let's delve deep into these and discover the 6.5 crucial components of an unforgettable consultancy positioning statement:
1. A different mechanism
Show, don’t just tell.
Every consultancy can promise quality, but how many can show a unique pathway to those results? Whether your strategy is cyclical, linear, or downright unconventional, a clear three-step (or more) process gives clients clarity. Visualise this mechanism through compelling graphics. Platforms like Upwork or 99 designs can aid in translating your approach into a visually digestible format.
2. A different result
Numbers speak.
In a world driven by data, a consultancy's claims need to be backed by hard numbers. It's not about grandiose statements; it’s about quantifiable improvements. What key benefit can you guarantee within the first 90 days of engagement?
3. A different category
Claim your turf.
With so many alternatives in the consultancy sector, you have two choices. Either get lost in the crowd or chart out your own territory in your target market. By positioning yourself as "the world's only…” in a specific niche, you not only provide a distinct benefit but you dominate. Always ensure this niche is unclaimed with a quick Google-check. This approach ensures that when potential users think of that niche, they think of you.
4. A different language
Speak differently.
In your entire marketing strategy, don't just blend in with the jargon and buzzwords. Craft your own terminology that aligns with your core values. For instance, if "project turnaround" is your forte, rename it as "delivery optimisation"? It will leave an impression on your core target audience, and they’ll simply have to know more about you and your proposition.
5. A different experience
Throw down the gauntlet.
Look at your competitors and their marketing plan. Now, invalidate them. Extend that challenge to the notions of "do nothing" or "do it yourself". This audacious move offers a key benefit to potential clients by presenting them with a clear choice.
6. A different risk
Go the extra mile.
Put your consultancy in alignment with your client's needs. Can you guarantee an aspect of your work, even if it revolves around time management? It speaks volumes. Set conditions, such as ensuring clients attend all meetings.
6.5 A different cause
Stand strongly for or strongly against something.
Clients want to know what you stand for. Maybe you're against cold, impersonal outreach. Speak up about your causes, ensuring they mirror your target prospects’.
To wrap things up, crafting a consultancy positioning statement isn’t just about sounding good. It's about understanding your unique essence, then weaving it into a narrative. It's about zagging when everyone zigs, offering not just solutions, but experiences. And above all, it's about ensuring disappointed customers are a thing of the past through your consistent and strategic efforts.
And if you liked one or more of our prescribed methods for differentiating your consultancy, and you’re keen as mustard to find out more, check out Matt’s best-seller ‘MEHscapology’ which covers all 6.5 methods in more detail.
