Find the buying situations
Interview stakeholders and review enquiry themes to identify recurring moments where the firm can be useful.
PROFESSIONAL SERVICESILLUSTRATIVE CASE STUDY
A sharper offer for the work a firm wants to win.
A positioning and business development concept for a specialist advisory firm.
Business Consultancy + BrandingThe business challenge.
An advisory firm has expanded through referrals. Its website lists capabilities, but prospective buyers struggle to see when they should engage the firm or how one service differs from another.
How could the firm describe its expertise in the language of a buying decision rather than an internal organisation chart?
The insight behind the approach.
Prospects do not buy a list of disciplines. They buy help with a situation they recognise. Positioning can begin with the triggers, stakes and questions that bring a client to the firm.
The proposed solution.
Package the entry point
Define focused initial engagements with a clear question, process and deliverable. Make it easier to begin without oversimplifying the work.
Equip business development
Create a website narrative, service briefs and conversation guides that use the same language and set consistent expectations.
Proposed scope
- Audience and offer research
- Positioning framework
- Service architecture
- Website content
- Business development toolkit
What success would need to show.
These are proposed measures, not reported results. A real engagement would establish a baseline and agree targets before implementation.
- Offer comprehension
- Whether target buyers understand the engagement and recognise when it is relevant.
- Qualified conversations
- Enquiries that fit the firm’s chosen services and client profile.
- Sales consistency
- How consistently the team explains scope, value and next steps.