Positioning For The Right Clients
Positioning has an impact on most aspects of your business. Perhaps the largest impact is on the rates you can charge. The reason for this huge impact is that your positioning decision largely determines who your competitors are. This in turn influences the clients you attract when you first start out.
Positioning is all about client perception. If your clients see you as one of the top service providers, you will be able to charge top rates. If for some reason your positioning has put you on par with the moonlighters and part-timers, your rates will suffer.
Along with the rates you can charge, positioning also influences the type of client you attract. Position effects things like:
- The size of the client
- The clients’ budgets
- The type of work contracted
- The type and length of service contracts
If your positioning attracts the micro businesses, they’ll have a smaller revenue base, a smaller IT budget, a fewer number of PCs and that all means you’ll make less money. You have to distance yourself from the moonlighters and the low cost providers by charging higher rates and building up a reputation to justify them.
Positioning yourself as a discerning, professional, and very astute provider will attract the sweet spot clients you want. The ones with the deeper pockets, larger IT budgets, and more sophisticated needs.
Bottom Line on Positioning
Your rates and the clients you attract are closely tied together and tied to your company’s positioning. Make a conscious effort to position yourself in the elite group. It starts with charging high end rates and then slowly building a reputation to back-up those rates.
In this article, you’ve been introduced to Positioning. To learn more about how you can improve your knowledge about Positioning, just click here now to get access to a free one-hour audio training program on 5 Easy Ways to Grow Your Computer Consulting Business.