Do you make it easy for people to choose your company?
Around a year ago I was asked if I would be interested in taking on a significant project linked to building a coaching culture and programme for a large organisation, a significant project indeed. Though this is something I have led before, it is not what I do any longer, so I politely declined the invitation, then told them what I now focus on, saying:
I only work with already successful Leaders seeking to go from good to great to elite
The very next day they called me up and said: “I’ve got a client for you”, and I have loved working with that individual ever since, supporting them in elevating their leadership from great to elite.
In recent days I have mentored several individuals around the theme of focusing on their positioning, within which one key element is gaining clarity on both what you do and what you don’t do. Absolutely key to this is to narrow your focus to one thing that you uniquely offer. Often we love to say that we can offer lots of different things, but if you do that you make it very difficult for clients to choose you, you simply don’t stand out.
So, talk to a positioning specialist who can help you both gain clarity on the “one thing” that makes you stand out, then help you develop the language around this.
In my own case, my positioning is very focussed and direct, so it not only helps people choose me, but it also helps people not choose me. By the time someone contacts me to talk about becoming a client, my website has already filtered them to both of our benefits.
Do you make it easy for people to choose (or not choose) you, your company?