I can’t tell you the lengths I go to to best POSITION my clients for their desired goals and I probably couldn’t OVER-estimate the number of times this word comes up in my conversations… and in my mind.
Just last night, my son had his first baseball practice. Now, it’s night one, so he wants to make an impression… and running is one of his greatest strengths. In fact, I’ve never seen him lose a race. So, the coach makes the boys run out to a certain marker in the field and run back. CJ started out at the back of the group. I thought, “OH NO! POOR POSITIONING”… and I immediately thought of YOU. =)
I thought of the product business I’m now coaching… and how we’re changing their “positioning” from that of cool “gadget” or “gift” to practical safety item, new mother must have, and “don’t send your freshman to college without THIS”. Because they can’t afford to be “just another gadget”.
I thought of the executive coach who’s deliberately and impressively positioned herself as an executive change catalyst with a very narrow and necessary and under-served niche. Because she can’t afford to be “just another coach”.
I thought of the network marketer who’s making herself a health and fitness guru in her local area and on-line…. and doing a dag on fine job of it…. and the astrologer who’s renamed his packages to best position them to what we call “astrology-CURIOUS” rather than those who are quite familiar with the practice…. and of the cosmetic surgeon who’s working her way out of a “BUY THIS NOW ITS ON SALE” positioning and into a premium provider of choice positioning. Because none of us can afford to be “just another” ANYTHING.
Trust me. I’m a “coach”… and you can’t go very far without bumping into one or more of “us”. =) =) Therefore, I’m DELIBERATE about creating a positioning that gives me a competitive edge over any and all competitors. This is NOT about being in-authentic. This is not about posting pics of fancy houses you’re building on an exotic beach to show how rich you’ve become. (P.S. If you are posting this pic, make sure others in the group who were also trained in this gimmick aren’t using the SAME EXACT “mansion being built” picture!!! Um…. are you moving in TOGETHER???) This is not about creating a fictitious persona or leaving out humility, service, or hard work.
It’s about DECIDING what positioning you’ll aim for, achieve and monopolize in the mind of your market. What position will you take? What teeny tiny slice of your market (that’s all you need) can you monopolize as the BEST OPTION for discerning clients? Your fees, your packages, your languaging, your systems, and your sales strategy all help BUILD this positioning. If you have any questions about this, email me… or post a comment and I’ll reach out to you to see what I can do!
**As a side note, CJ darted out around the slower boys, ran out really wide to avoid all of the boys, and maintained a decisive lead!! That’s my boy!** lol…
