Early in my consulting career, I had the opportunity to pitch my services to academic researchers at public universities.
My initial pitch was this:
“I provide business planning and go-to-market strategy for academic researchers”
All I heard was crickets.
So I learned as much as I could about my audience. I found that academics:
✅ Loved their side business projects/inventions
✅ Were super busy with academic responsibilities to focus on business
✅ Had no experience with marketing or finance
✅ Would lose grants if they didn’t launch the business fast, which would end their dream
I then changed my message to this:
“I help busy investors at universities go to market in 90 days using lean business planning.”
…which got me meetings with my audience.
During meetings, I touched on all of those pain points above.
The outcome was clear, the time horizon was clear.
When I presented my fee, it was a no brainer. The benefits outweighed the costs.
And I never had to “convince” prospects that my service was an investment. They worked it out on their own.
That’s the power of positioning and enrolment.
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Image credit: Art Ranked Discovery Engine
