Aug 21 • Sales
Market Demand Beats Offers
I was auditing a high-end expert consultant's business last month when I discovered this one thing that was silently killing their sales - and they had no idea.
This person had developed a sophisticated methodology that was genuinely impressive. You could see the passion in their eyes when they explained their approach. The problem? They were completely disconnected from reality.
Their ideal prospects were solution-unaware. They couldn't grasp why they'd need this complex framework. Meanwhile, this consultant was so in love with their intellectual creation that they'd stopped paying attention to what the market was actually buying.
Listen, their solution wasn't wrong.
It absolutely worked.
But positioning?
That was the killer.
While they were pitching their proprietary system, their prospects were out there purchasing something entirely different. We discovered during the audit that business owners had two non-negotiable requirements: they needed to reclaim their time and freedom (the emotional win), plus they had to justify the investment with clear revenue impact (the business case).
Every successful sale had to deliver on both fronts.
This consultant was addressing neither. They were so caught up in showcasing their methodology's sophistication that they forgot the fundamental rule: give people what they want, deliver what they need. The moment we repositioned their existing solution to align with what prospects were actively seeking - same solution, different positioning - the floodgates opened.
That's how winning works in consulting.
Market dynamics trump your offer every single time. Even if your solution is brilliant, you'll lose if you're not positioned against what prospects are actively buying right now. Most consultants fall so in love with their own frameworks that they forget to stay married to the market.
If you're a consultant trying to break through to the top tier of your market, you need constant market intelligence. Not quarterly reports or annual surveys.
Real-time awareness of what your ideal prospects are purchasing right this moment.
The market hierarchy is non-negotiable: market first, then offer, then marketing, then sales. Get the order wrong and you're fighting an uphill battle with a perfect solution that nobody wants to buy. The truth is, people are spending money right now - even in today's economy - to solve their most pressing problems.
If you're struggling to connect with top-tier prospects or simply looking for the fastest and easiest way to go from being unknown to being the obvious choice - without cold outreach or generic marketing that gets ignored - then you need this kind of objective feedback on your positioning.
The market hierarchy is non-negotiable: market first, then offer, then marketing, then sales. Get the order wrong and you're fighting an uphill battle with a perfect solution that nobody wants to buy.
What are you doing right now to figure out if you're selling what you want to sell or what they actually want to buy?
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Market Demand Beats Offers
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