3 builders who never spoke to each other

Sell the outcome, not the task you perform

A pitch that names the activity you carry out is a commodity pitch, and it leaves only price, guarantees and overpromising to compete on. Reframe the offer around the return the buyer gets, keep the specialism you are hired for narrow, and buy in everything outside it.

The method

1. 01

   Stop pitching a service by naming the tactic you perform, since a commodity pitch leaves you only rock-bottom pricing, extreme guarantees and overpromised results to compete on.

2. 02

   Stop delivering what the client asked for and reframe the shop around producing the best return on their spend, which is a positioning change rather than a skills change.

3. 03

   Narrow what you are known for and buy in everything outside it, so the specialism stays the thing clients hire.

What it returned

• 100

  Over a year working with more than 100 B2B companies he concluded that generic offers, along the lines of announcing that you do Facebook ads or you do SEO, are extremely hard to sell because countless agencies say the identical thing.

• Cited outsourcing: Bench.co for the books, SavvyCal for scheduling, Stripe Atlas for company setup.

Sources

• Student Success Story with James Dixon - Double Your FreelancingJames Dixon · doubleyourfreelancing.com · What are you most excited about for your business in the next year? · 2015-06-12
• The Service Identity Lever – Jakob GreenfeldJakob Greenfeld · jakobgreenfeld.com · The Service Identity Lever · 2024-02-12
• Consulting: Product Ladders, Scalability, ReferralsDru Riley · trends.vc · 🔮 Predictions · 2021-08-27