“Why Your Agency Nees a Value Coucil” Online Workshop - Decemer 3, 2021
ATTRACT THE CLIENTS WHO WANT YOU FOR WHAT YOU DO BEST
Bringing focus to your firm's positioning strategy
Positioning Your Firm for Success
Building on the success you have already achieved, ConsultUp works with advertising agencies and other professional firms to develop a relevant, differentiating positioning strategy designed to help your firm attract the clients that want you for what you do best.
A clear positioning strategy results in significant short-term and long-term benefits for your firm, including:
- A well-defined set of criteria for identifying ideal clients.
- A stronger win ratio when soliciting new business, because you are playing to your strengths.
- Clearer direction for how the firm should spend its time, money and resources.
- A broader — not narrower — geographical market area.
- Fewer competitors, because there will be fewer firms who do what you do.
- Better margins, because focused firms command premium pricing. In helping to refine the firm’s positioning, Ignition will work with you to fine-tune the answer to three key strategic questions.
01 WHAT are your outstanding competencies? In which areas could the firm be considered best-in-class?
When it comes to your firm's abilities, the task is to identify not just capabilities but competencies. Competencies are capabilities of the organization that can be delivered in a dependable, differentiating way. Defining what's core to the organization is often the result of disaggregating a short list of services and abilities, then breaking them down into component parts to find what's truly distinctive.
02 WHO is your ideal customer? What types of categories does the firm know best?
Defining an effective positioning strategy means having a clear definition and understanding of your best customer – the types of clients you are best suited to serve. This is a process of deeply exploring the firm’s experience with business categories, market segments, audiences, and types of business models.
03 HOW can your firm be distinguished by the way it thinks?
The culture and intellectual capital for the firm is a critical cornerstone in business strategy. This is about identifying the standards, values and beliefs by which the firm operates, serves clients, and makes daily decisions. It's also about proprietary approaches you bring to solving client problems.
04 WHY is your firm in business in the first place? Beyond making money, what is your purpose?
Without exception, the most notable firms have an ambitious reason for being. Rather than being driven solely by the market, the competition, or the numbers, what is it that drives you from inside? Your purpose must be at the center of who you really are as an enterprise.
ConsultUp's Positioning Strategy Program is led by Founding Principal Tim Williams, author of several books on positioning strategy, including "Positioning for Professionals."
To learn how your firm can benefit from a more focused business strategy, please contact us here.
Workshops
Your Firm in 30 Seconds
Quick, can you describe your firm in an engaging, differentiating way during an elevator ride with a prospective client? This workshop will show you how.
Bringing Your Positioning Strategy to Life
No professional service firm can serve all customers in all markets with all services. This workshop will show you how to bring the agency's business practices into alignment with the firm's positioning strategy.
On Demand Webinars
What Separates the Best from the Rest
on December 28, 2020
9 hours 29 minutes
Four Questions That Define Your Positioning
on December 15, 2020
5 hours 29 minutes