Insights
Articles for founders of consultancies, agencies and advisory firms on positioning, referral dependence, pricing and winning bigger clients. Written from client work, by Sam Jones.
Positioning
Why good B2B service firms attract the wrong-sized clients
The work is good enough for the large contracts. The diary fills with the small ones. The cause is a positioning decision that was never made, and more marketing will not make it.
Referrals
The referral ceiling
Referral-built firms stop growing at the point where their best clients stop introducing them. What the introductions were doing, why the first attempt to replace them fails, and what works.
Choosing a consultant
How to choose a positioning consultant
What a positioning consultant should leave a B2B service firm with, the questions to ask before hiring one, and the warning signs worth taking seriously.
Not sure where your firm stands?
The Big Fish Client Calculator estimates what your positioning and your traffic are costing you in bigger, higher-value clients. Thirteen questions, about two minutes.
If one of these described your firm, the first call establishes whether positioning is the problem and which fix applies. If it is not, I will say so.