Elite Positioning For Consultants
If you want to stand out, you need to go far beyond the "I do [x] for [y]" type of positioning. Let's break down the entire process of positioning yourself in a competitive market.
Hi, I’m Rich. Welcome to my weekly newsletter, where I share systems and frameworks for scaling your consulting practice from $0 to $1m+ in revenue.
Note: Tomorrow I’m hosting a free webinar on ‘Offer Architecture - this will explain how to build the right kind of packages for the right fee’.
A Niche Is Not Enough
(Note: I originally published this a year ago. Since then, 15,000+ people have joined this newsletter, and I keep seeing the same mistakes show up again and again.)
Most of my coaching clients are good at following the six critical rules for defining a niche, but then struggle to get the positioning right to stand out in a crowded space.
I previously wrote about winning business against bigger, more established competitors. Essentially, it all comes down to positioning.
The goal of positioning is to:
Build credibility: Clients are more likely to trust experts who know what they specialise in.
Attract the right Clients: Helps filter out clients who aren’t a fit and attract the ones who need your expertise.
Differentiate/charge a premium: Strong positioning differentiates you from other consultants who offer similar services. Consultants with well-defined positioning are often able to charge premium rates.
In this post, I will share the types of positioning and how to get it right.
Positioning is About Alignment
Positioning is primarily about finding alignment on:
Who you are (or want to be). You can’t pretend to be something you’re not. The positioning has to align with your North Star and why you became a consultant.
Your capabilities/track record. As above, you have to be able to do the things that befit your positioning.
The clients you want to serve. It has to resonate with the clients you’re keen to work with and their needs.
We can separate positioning into five common categories, each with a number of options to help you find your perfect positioning.
Five Types Of Positioning
We can broadly separate positioning into five categories as you see below:
1. Niche Positioning
This is where you focus on a specific industry, market segment, or problem.
Sector Knowledge – Deep expertise in one industry (e.g., “I only work with B2B SaaS startups”).
Problem-Specific Expertise – Addressing a specific challenge (e.g., “I help retail brands reduce cart abandonment”).
Geographic Specialization – Focusing on a specific region (e.g., “I help UK-based fintech startups expand into the EU”).
Company Size Specialization – Working with businesses of a particular size (e.g., “I optimize operations for companies with 100-500 employees”).
Lifecycle Stage Focus – Serving businesses at a particular stage (e.g., “I help Series A startups build their first marketing team”).
This type of positioning is probably the most common for business consultants - it’s also heavily networking/relationship-driven. You have to really know the people in the sectors you’re targeting.
2. Expert Positioning
This is where you establish yourself as the authority in a specific skill, discipline, or methodology.
This is precisely what my consultancy, FeverBee, has endeavoured to do over the years.
Technical Expertise – Mastery of a tool, system, or technology (e.g., “I am the go-to expert for HubSpot CRM migrations”).
Research-Driven Insights – Offering unique data, reports, or industry benchmarks (e.g., “I use proprietary consumer behavior analysis to improve conversion rates”).
Speaking & Thought Leadership – Regularly publishing, speaking, or educating (e.g., “I teach Fortune 500 companies how to implement AI in HR”).
Authoritative Experience – Decades of experience in a field (e.g., “25 years in enterprise sales consulting”).
Cross-Industry Insights – Applying expertise from one industry to another (e.g., “I help healthcare companies implement AI solutions inspired by finance”).
Unique Methodology – Creating a proprietary framework or approach (e.g., “I developed the ‘Customer Growth Flywheel’ for sustainable community engagement”).
This approach is heavily publishing-driven. You have to be excellent at the content side of things.
3. Outcome-Based Positioning
This positioning is where you focus on the outcomes you achieve for clients.
It relies highly upon a unique methodology, social proof, and the ability to share the results of your work (not always easy).
Performance-Based Claims – Directly linking work to ROI (e.g., “I help B2B brands generate 50% more qualified leads in 90 days”).
Efficiency & Speed – Highlighting faster results (e.g., “I reduce ERP implementation time by 40%”).
Cost Reduction – Positioning as a cost-saving solution (e.g., “I help manufacturers lower procurement costs by 15%”).
Process Optimization – Making operations more efficient (e.g., “I help SaaS companies reduce customer onboarding time by 30%”).
Risk Reduction – Ensuring security, compliance, or stability (e.g., “I help fintech startups navigate regulatory challenges with 100% compliance”).
This approach is perhaps more common among lifestyle coaches than business consultants, but it's powerful if you can prove it. The key is being able to prove your work's results. A single great case study can be a total game-changer. You need a very strong relationship with a client to make this work.
4. Values-Based Positioning
This is where you align your work with particular values, missions, or philosophies. This works well when you are a mission-driven consultant or looking to work with a specific type of client.
Ethical & Social Responsibility – Commitment to a cause (e.g., “I consult exclusively for B Corps and social enterprises”).
Sustainability & Green Initiatives: Helping businesses reduce their environmental impact (e.g., “I optimize supply chains for sustainability and carbon reduction”).
Inclusivity & Diversity – Championing equitable business practices (e.g., “I specialise in building inclusive company cultures for tech firms”).
Transparency & Honesty – Building a reputation for openness (e.g., “I provide unbiased, no-BS marketing consulting”).
Customer-First Approach – Prioritising end-user experience (e.g., “I help brands create customer communities that drive lifelong loyalty”).
I hate to say it, but this approach is probably the strongest for feeling good about your work and the weakest for attracting top-tier enterprise clients.
5. Hybrid Positioning
A common approach is to adopt a hybrid positioning. This is where you combine two or more positioning types to better differentiate yourself. I’d suggest not doing this until you’ve been consulting for a while. For example:
Niche + Outcome-Based – (e.g., “I help e-commerce fashion brands scale to $10M ARR”).
Expert + Values-Based – (e.g., “I am a recognized thought leader in ethical AI governance”).
Outcome + Values-Based – (e.g., “I help mission-driven startups increase donor contributions by 30%”).
Niche + Expert – (e.g., “I am the #1 authority on compliance for crypto exchanges”).
Expert + Outcome-Based – (e.g., “I use forensic accounting to recover lost revenue for SMBs”).
Remember that these aren’t just statements; you must make them true.
The proper positioning gets you in the game and attracts the attention of prospective clients. The next level is to make them want to hire you. Specifically, you.
Positioning Enhancers
Once you have the key positioning statements, you can consider the positioning enhancers. This is positioning within the positioning.
There are many examples here, some of the most common being
1. Price & Cost-Based Enhancers
Premium Pricing – Charging higher fees to signal exclusivity and high-value services (e.g., “I work exclusively with high-growth startups ready to invest in scale”).
Budget Efficiency – Positioning as a cost-effective alternative (e.g., “I provide enterprise-level digital marketing at a fraction of agency prices”).
Performance-Based Pricing – Getting paid based on measurable results (e.g., “No upfront fees, I only get paid if I increase your revenue”).
2. Exclusivity & Selectivity
Limited Client Slots – Only working with a small number of clients at a time (e.g., “I take on just five clients per year for hands-on transformation”).
Application-Only Access – Prospective clients must qualify (e.g., “Apply to work with me—I only accept projects that align with my expertise”).
Invitation-Only or Membership-Based – Creating a closed ecosystem (e.g., “Exclusive advisory network for 7-figure consultants”).
3. Unique Methodology & Intellectual Property
Proprietary Frameworks – Developing a signature process (e.g., “The ‘Customer Advocacy Flywheel’—my proven 5-step method for turning customers into brand evangelists”).
Data-Backed Insights – Using proprietary research, data, or benchmarks (e.g., “I leverage the largest database of SaaS churn rates to optimize retention strategies”).
Patent-Pending / Trademarked Methods – Adding credibility through legal protection (e.g., “I use the ‘Profit Acceleration Matrix™’ to optimize business growth”).
4. Speed & Efficiency
Rapid Implementation – Delivering results faster than competitors (e.g., “I implement a full-scale CRM migration in just one week”).
Streamlined, No-Fluff Consulting – Cutting out unnecessary complexity (e.g., “I provide high-impact strategies with zero bureaucracy”).
Done-for-You Services – Handling everything for the client (e.g., “We don’t just advise—you get a full turnkey community launch in 60 days”).
5. Trust & Authority Enhancers
Track Record & Case Studies – Demonstrating a history of success (e.g., “$100M in revenue generated for my clients in the last 5 years”).
Media Features & Public Recognition – Showcasing thought leadership (e.g., “Featured in Harvard Business Review & Fast Company”).
Third-Party Certifications & Credentials – Adding credibility through formal recognition (e.g., “Certified AI Ethics Consultant by MIT”).
6. Risk Reduction & Guarantees
Money-Back or Risk-Free Guarantees – Offering client protection (e.g., “If I don’t deliver measurable ROI, you get a full refund”).
Compliance & Legal Expertise – Ensuring clients stay on the right side of regulations (e.g., “I help SaaS companies achieve GDPR compliance without legal headaches”).
Proven Systems with Predictable Outcomes – Emphasizing certainty in results (e.g., “98% of my clients see measurable improvements in six months”).
7. Relationship & Personalization-Based Enhancers
One-on-One Attention – High-touch, personalized service (e.g., “Work directly with me, not an account manager”).
Long-Term Partnerships – Committing to deep collaboration (e.g., “I don’t just consult—I become your embedded strategic partner”).
Community & Ecosystem Access – Connecting clients to an exclusive network (e.g., “Work with me and gain access to my private community of industry leaders”).
8. Values & Mission-Based Enhancers
Ethical & Sustainable Consulting – Aligning with social responsibility (e.g., “I only work with brands that prioritize sustainability and ethical business practices”).
Transparency & Honesty – Positioning as a no-BS advisor (e.g., “Brutally honest business strategy that saves you from wasting time and money”).
Human-Centered Approach – Putting relationships before profits (e.g., “I help businesses scale without sacrificing team well-being”).
A positioning enhancer is an additional factor that strengthens, differentiates, or adds credibility to your core positioning.
Your core positioning defines who you serve and what problem you solve. But on its own, it may not be enough to stand out. A positioning enhancer makes that positioning more compelling, believable, and valuable to potential clients.
Examples of Positioning + Enhancers
Naturally, you should ensure the positioning you exemplify matches who you really are, what clients need, and where you want to go.
However, if you do this right you should be able to develop some clearly unique positioning statements.
1. Niche + Exclusivity
Main Message: I help venture-backed SaaS startups reduce customer churn and increase retention.
Sub-Message: I only work with B2B SaaS companies at Series A or later, ensuring deep industry expertise and proven strategies.
2. Expert + Proprietary Methodology
Main Message: I am the go-to expert for CRM migrations in the financial sector.
Sub-Message: I use my proprietary “Seamless Switch Framework™” to ensure a risk-free, 30-day migration with zero downtime.
3. Outcome-Based + Speed & Efficiency
Main Message: I help e-commerce brands improve checkout conversions by at least 20%.
Sub-Message: My clients see results in 60 days or less, thanks to my proven 3-step “Frictionless Checkout Optimization” process.
4. Values-Based + Transparency & Honesty
Main Message: I provide no-BS growth consulting for early-stage startups.
Sub-Message: I tell founders exactly what they need to hear, not just what they want to hear—cutting through the fluff to focus on what really drives revenue.
5. Hybrid (Expert + Outcome-Based + Risk Reduction)
Main Message: I help manufacturing companies reduce supply chain costs by up to 15%.*
Sub-Message: With 20+ years in procurement consulting and a track record of $500M+ in cost savings, I guarantee measurable results—or your money back.
6. Niche + Relationship & Personalization
Main Message: I provide financial strategy consulting for fast-growing healthcare startups.
Sub-Message: Unlike big firms, I work personally with founders and CFOs to create financial models that scale with their growth.
7. Expert + Reputation & Authority
Main Message: I am the leading advisor on AI governance and risk management.
Sub-Message: Featured in Harvard Business Review and MIT Tech Review, I’ve helped Fortune 500 firms navigate ethical AI adoption.
8. Outcome-Based + Performance-Based Pricing
Main Message: I help B2B SaaS companies generate more inbound leads.
Sub-Message: I only get paid when you see a measurable increase in MQLs—so you know I’m fully invested in your success.
9. Values-Based + Sustainability
Main Message: I help purpose-driven brands build customer communities that drive long-term engagement.
Sub-Message: I specialize in brands that prioritize sustainability, ethical sourcing, and social impact—aligning marketing with values that customers trust.
10. Niche + Premium Pricing
Main Message: I advise high-net-worth individuals on tax optimization strategies.
Sub-Message: My services are designed for clients with $10M+ in assets, ensuring bespoke strategies that maximize wealth preservation.
11. Expert + Speed & Efficiency
Main Message: I help fast-growing startups scale their hiring process without breaking culture.
Sub-Message: With my “Culture-First Hiring Blueprint,” companies reduce hiring time by 50% while maintaining team alignment and values.
12. Outcome-Based + Trust & Risk Reduction
Main Message: I help SaaS companies reduce churn and increase LTV (lifetime value) by 30%.*
Sub-Message: 98% of my clients see measurable improvements within six months—or I continue working with you for free until you do.
13. Values-Based + Customer-Centric Approach
Main Message: I create customer advocacy programs that turn buyers into brand evangelists.
Sub-Message: By putting customers first, my strategies build communities that drive referrals, reduce churn, and increase LTV.
14. Hybrid (Niche + Expert + Proprietary Methodology)
Main Message: I help law firms streamline operations and improve profitability through better process automation.
Sub-Message: I developed the “Legal Efficiency Matrix™” used by 100+ firms to cut admin overhead by 40% without sacrificing billable hours.
15. Expert + Exclusivity & Selectivity
Main Message: I provide fractional CMO services for premium luxury brands.
Sub-Message: I only take on three clients per year to ensure each brand gets my full attention and access to my elite network of luxury insiders.
Good luck!
New Program: Consulting Foundations:
On March 3rd, I’m launching my new Consulting Foundations Program.
This program will cover how to:
Define a clear and credible niche
Position yourself around a valuable, specific problem
Design consulting offers that are easy to explain and sell
Price your work with confidence and clarity
Made me think of "solo pesce, solo fresco, solo la sera":
https://consultingintel.com/p/how-intelligent-positioning-can-help-your-consulting-firm
This is an exceptionally detailed framework that goes well beyond typical positioning advice. The distinction between core positioning and positioning enhancers is particularly useful - it's essentially creating a layered go-to-market architecture where the foundation defines the market fit and the enhancements create the competitive moat. What resonates most is the alignment principle you lead with - positioning fails when consultants try to project an identity that doesn't match their actual capabilities or values. The hybrid examples are gold, especially "Expert + Outcome-Based + Risk Reduction" which addresses multiple buyer decision criteria simultaneously. For consultants building their GTM strategy, this framework essentially maps to: who you serve (positioning), why they should choose you (enhancers), and how you prove it (track record). The key insight is that none of this works without genuine differentiation rooted in real capability.