Most professional services firms are indistinguishable from their competitors. In this course, you’ll learn how to uncover your firm’s true differentiators so that you can give buyers a reason to choose you instead of another firm. In this hands-on course, you will craft a positioning statement that articulates exactly where you fit in the marketplace. And you will learn how to develop messages that overcome key objections and persuade prospects to buy your services.

Course Length: 2 hours, 45 min

What You’ll Learn

• How to identify your key audiences
• How to find out what your clients, prospects and staff really think about your firm
• How to research your competitors
• How to mine your research for true differentiators
• How to write an effective positioning statement
• How to develop your elevator pitch
• How to develop useful messaging for business development and marketing
• How to put all of these tools to practical use