I was reminded this week, again, about the power of proper positioning. If you are completely clear on what you offer your customers, and you can articulate what you do to add value then you are in a much better position to market and sell your products or services.

Those who are not clear on their positioning put themselves at a distinct disadvantage. If you lack the ability or confidence to help others, including prospects, understand what you do to add value it becomes a lot more difficult to attract new business. In fact, lack of proper positioning makes it really tough to generate new leads, qualify new prospects, close new business and get referrals from Raving Fans.

As one example, consultants who try to be all things to all people can have a difficult time communicating their positioning and value proposition. I’ve been guilty of this in the past. Even though a consultant may have many ways of adding value for their customers, it’s really tough to convey positioning. So even if you’re currently a “generalist” of some sort, focus on fine tuning your positioning to convey what you “specialize” in doing to help others. There’s a reason brain surgeons and other medical specialists make a lot more than family practitioners.

To help you further solidify your positioning, implement these three steps:

1. Be able to explain what you do concisely. For example, we help clients generate leads, close more sales, and consult our clients on business development practices thereby helping our clients grow their businesses.

2. Help others such as your centers of influence and referral partners clearly see who your ideal clients are. For WealthNet, our ideal client is an entrepreneur who owns  a successful business generating at least several million in sales and needs help with marketing and technology that will impact sales. (Business development)

3. Share stories about how you’ve helped your ideal clients become more successful. Share your value through your success stories. Don’t brag and talk incessantly. Just help people understand the impact you can have on your ideal client’s business. Ask people how your stories might relate to what they do and get them emotionally engaged to talk with you and build rapport.

It’s a great time to be in business. There are tons of opportunities to attract new talent and build your share of the market. So focus on proper positioning and go grow your business.

Clifford Jones, Founder
WealthNet Partners, LLC
“Discover The Art of Business Development”
Scottsdale, Arizona