How To Differentiate In A Crowded Consulting Market

"We sell really well just because of our staff's charisma!" Hate to break it to you, but you can't grow a firm on charm alone. That's not a strong selling point. I've talked to countless wealth management firms who faced the same problem: They relied heavily on the personality and charisma of their advisors to win clients — while neglecting to differentiate their actual offerings. Sound familiar? This leaves prospects with little basis to choose a firm beyond superficial factors. And these firms wonder why they struggle to stand out and grow. Of course, having personable, trustworthy advisors is important. But it's not enough on its own. Generic marketing tactics are often seen as a solution, but that’s barely a band-aid. Instead, I would ask yourself some tough questions: → What unique value does your firm provide? → How are your offerings differentiated from competitors? → What specific client needs and pain points do you address? → How do you package and price your services competitively? → What is your firm's unique story and positioning? You get where I'm going. Without a solid differentiation strategy, you can't expect to magically stand out and grow. Offerings in the wealth management industry have become homogenized. Nearly every firm claims to offer comprehensive "wealth management" services. They try to assert some uniqueness and expertise. But it's hard for prospects to tell firms apart based on substance. The homogenization stems from large firms failing to leverage their scale. They don't provide more robust offerings at better prices. Instead, they allow smaller firms to compete with them on equal footing. The path forward is clear, (but not easy): 1. Audit your offerings thoroughly to identify true differentiation 2. Package your services distinctly to deliver unique value 3. Develop a strong, authentic brand story that resonates 4. Equip advisors to articulate your value prop, not just be charming 5. Align your pricing with the worth of your differentiated offerings Differentiation takes deep introspection and bold choices. Charm may open doors… But substance keeps clients for the long run.

The most successful experts don't just serve clients….they create categories. Most approach their biz with this mindset: → Identify an established market → Find their place within that market → Compete with others → Try to differentiate through features or pricing Honestly? This JUST clearly leads you to one outcome: commoditization. When you position yourself WITHIN an existing category, you're automatically compared to EVERYONE else in that space. You become one morenoption among many, forcing you to compete on price, features, or availability. But what if there's a different approach? What if instead of finding your place in a market, you created YOUR OWN category? Here’s the deal: → Average experts fit into existing categories …category creators define new ones → Average coaches compete within markets …category creators establish markets → Average experts differentiate with features …category creators differentiate through PERSPECTIVE → Average coaches sell solutions …category creators sell new paradigms This shift is what I call your Angle of Mastery™—the unique intersection of your expertise, experience, and perspective that makes you incomparable. It’s not about using ChatGPT to write content r for you that sounds like 99% of posts out there But it’s about bringing your wisdom, stories, experience and perspective into explaining how and why what you do is different Only a true experts’ lived experience can create categories When you position yourself as a category creator rather than a service provider, THIS is when you start creating true demand The kind that makes ripple effect The kind of demand that activates buyers Stop trying to fit into crowded markets. Start creating your own category.🔥

Most staffing firms look the same to clients. With 25,000+ firms fighting for attention, blending in isn’t an option anymore. If you’re not standing out, you’re a commodity. And competing on price alone won’t cut it. So how do you separate yourself from the crowd? Specialization. Firms that niche down and become true experts win more business and build stronger relationships. Here’s how to specialize effectively: 1. Know the industry inside out. -Understand their biggest challenges. -Stay ahead of regulations impacting hiring. -Track trends shaping their workforce. 2. Provide value beyond placements. -Salary insights, market trends, and hiring data. -Strategic advice that solves real problems. -Tools that help clients make smarter decisions. 3. Ask the right questions. -What’s their biggest hiring challenge? -What solutions would make their job easier? -How can you provide more than just talent? The firms that focus on value over volume will win. The ones that stay generalists? They’ll struggle to survive. Your clients don’t need another staffing firm. They need an expert who understands their business. P.S. Check out the American Staffing Association 2025 Staffing Trends Report (below) to see what’s shaping the future of staffing and how you can stay ahead.

You’ve done the whole “Niche” thing wrong. I know, I know. Somebody on Instagram told you if you build your business around one customer you’ll be successful. Niching is NOT about narrowing your audience to the point of invisibility. It’s about carving out a space where you’re the ONLY one that stands out. Most small business owners, entrepreneurs, coaches, and creators get it wrong - they think niching is about shrinking their market to find the smallest, easiest crowd to serve. Wrong. It’s about serving the right people with a strategy, perspective, and outcome that no one else can deliver. You want to gain recognition? You want to beat your competition at their own game? You want to convert customers to your pipeline? Leverage your audience's needs and position yourself as the clear solution they can’t find elsewhere. Here’s how I help build a niche differentiation for your brand: 1. Identify your unfair advantage. What do you bring to the table that others can’t? It’s not just about what you do, but how you do it that’s different. 2. Focus on the transformation you offer. Your audience doesn’t just want a service—they want an outcome. How are you creating that outcome in a way that makes your approach irreplaceable? 3. Analyze the competition’s strategy. What are they missing? Where do they leave gaps? Find the blind spots in their strategy and leverage those to your advantage. Don’t try and beat them on their strengths. Use your own strengths first. 4. Craft messaging that speaks to your differentiation. It’s not about trying to appeal to everyone—it’s about telling your audience why YOU are the only option they need to consider. If you’re niching based on trends or playing it safe, you’re missing the point. The small audience mindset will leave you targeting customers that still belong to competitors. Niche by differentiating yourself, and watch how fast you outmaneuver your competition. The ones who own their space are the ones who win.

Having a niche means your practice is focused on helping similarly situated clients solve similar problems - over and over again. This allows you to effectively differentiate yourself in a crowded and competitive marketplace - clients crave specialization. It also makes you a smarter, more informed, and, therefore, more effective lawyer. You're able to spot patterns, notice trends, and gain deep expertise in matters affecting your clients. You also can become highly effective and efficient at business development and marketing your practice. Because you serve similarly situated clients, such as those within a specific industry vertical, you can focus your efforts where your clients spend their time and attention. The "where" is what I call your ideal clients' "ecosystem of attention": the publications they read, the events they attend, the groups they're members of. You can immerse yourself and your ideas within that ecosystem through content and conversation, building trust and staying top of mind with your audience. You don't have to pursue a narrow niche to build a practice. But it's a powerful strategy for many successful rainmakers.