Insights Category
Buyers run the risk math before they sign. What they are really trying to de-risk, why deals stall, and how to become the lowest-risk choice.
Stop blaming the buyer. When a prospect stalls, ghosts, or pulls in three more stakeholders, it's easy to get annoyed and think the can't make a decision. The reality is that the decision doesn't feel safe. Your positioning is muddy. Your...
The assumption founders often operate under is that price is a dependent variable and it's mostly out of their control. They operate from a place of fear and impostor syndrome. This article is all about getting you to realize that it doesn't have to...
In an environment where risk and volatility are ever increasing, the premium on providing clarity to improve decision velocity is at an all-time high.
If your expertise isn’t specific and recent, it’s not credible. And in consulting, credibility is everything. Clients look at specificity as proof of competence, and at recency as a marker of confidence.
If you are positioning your firm strictly based on capabilities, you are falling into the service commoditization trap, and setting yourself up on the lowest-price competition hampster wheel. Learn how to own your story instead of competing on price.
Often discounting happens because the purchase seems risky for the prospective buyer, and lowering the price is one way to decrease that risk....
Positioning isn't a marketing exercise, and treating it as such will create a perception gap that will actually end up hurting your position in the market.
If I asked you "Is your firm a risky bet for your ideal clients?" what would you say? Would you tell me "no because our people have incredibly deep...
Every investment comes with a risk disclaimer, something along the lines of "Past performance is not a guarantee of future results. All investments...
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