When you’re a business services firm (staffing, IT, payroll, etc.) or a consulting firm (management consulting, HR consulting, etc.), spend time to discover what you offer that is truly different in the eyes of your decision makers. It will have a significant impact on how you market and sell your services.
Again, always keep in mind that your decision makers are multi-tasking and time-starved. If they aren’t able to instantly see a uniqueness about you, they’ll just put you in the bucket with the rest of your competitors. “Oh, it’s just another (_______) firm.” Fill in the blank with consulting, IT, staffing, etc.
Here are some examples of how to carve a niche for yourself that will help decision makers categorize you in a good way:
- Staffing firm. Too broad: “We specialize in placing experienced creative and marketing professionals in rewarding positions with a variety of firms.”
- Staffing firm. A better way: “We specialize in providing on demand talent to digital or interactive marketing departments of B2C companies.”
- Consulting firm. Too broad: “We create your competitive advantage by aligning your people, processes, culture, and strategy so everyone focuses on your vision.”
- Consulting firm. A better way: “We work with staffing firms who want to develop and execute a plan to expand globally.”
- IT services firm. Too broad: “We provide managed IT services.”
IT services firm. A better way: “We provide IT solutions for small to mid-size companies in the hospitality industry in the Chicagoland area.”
You might think that this is narrowing your market. It is! But by narrowing your target market, you are creating the type of specialization that will make you stand out from your competitors and make it easier to brand, market and sell your services.