Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

It doesn’t have to be that difficult. Think about positioning as a way for you to
clearly identify what you do better than your competition. Are you the low-cost
alternative? Are you the premium quality leader? Are you the full-service provider?
When you talk to your clients, they compare you to other consulting groups. How?
What comparisons do they use?
The following process will assist with your thinking. Use the instructions below
and complete the form provided in Exhibit 3.3.
1. Identify your competitors.
Exhibit 3.3. Positioning Process
2. Identify attributes for each competitor.
3. Identify the attributes that are used for selecting consultants.
4. Position your
competition on this grid.
5. Identify your unique advantages and place yourself on the grid.
6. Identify anything your clients might desire that competitors do not provide.
7. Describe your proposed niche in one phrase.
External Assessment: How Do Your Competitors and Clients Stack Up? 47