Positioning is where you fit relative to your target client’s other options. Learn how strong positioning can help you win more business. Plus, hear how a narrow position helps you meet the right prospects while building your credibility as a thought leader.
- One of the hardest things to do…when starting out as an independent consultant…or professional services provider is defining your brand.…A good place to start is with positioning.…Positioning is where you fit relative…to your target client's other options.…If you weren't available for a project,…what other solutions would your prospect consider?…For example, early in my career,…I positioned myself as a marketing strategist…for software companies.…My clients had a few key options other than working with me.…
They could hire a marketing agency,…they could work with a big strategy consulting firm,…or they could develop strategy internally…without hiring any outsiders.…Each of these options has advantages and disadvantages…relative to working with me, a solo practitioner.…There are definitely cases where a client…only needed lots of marketing muscle…in which case a marketing agency could be a good option…or if they had their marketing strategy fleshed out…and just needed execution, they might be better off…just staying in-house.…
- Name an example of earned awareness.
- Determine how much time should be allocated toward building and adjusting brand channels.
- Identify the necessary traits of a thought leader.
- Recognize tasks that can be delegated to an assistant.
- Explain the differences between marketing and selling.