The Accepted Authority
In The Accepted Authority, Greg Roworth discusses how owners of consulting firms can generate a predictable flow of premium opportunities to grow their business. Each weekly show features a lively discussion of a common growth challenge, covering strategies, tools, mistakes and how Greg has achieved results with clients or in their own business. Always useful, entertaining, and never more than 20 minutes. Sponsored by Business Flightpath.
The Accepted Authority
88 - Promotion V Positioning
Most consultancy firms tend to work on promotion as their marketing strategy, judging by their websites and the way they present themselves and their firms both online and in networking meetings. However, from what I see, promotion creates resistance and triggers questions that raise doubts about competence, trustworthiness and reliability.
On the other hand, the few consultants that use positioning as their marketing strategy, avoid triggering those same questions, especially when they are using authority positioning.
In this episode, I explain why authority positioning is a much better strategy than promotion, when it comes to attracting and acquiring more premium level clients who are ready to buy your services.
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