Three positioning levers to catapult consultancy growth

After asking a group of consultancy leaders about their biggest new business challenge, one theme rose above the rest: standing out.

Whether it was getting in front of the right prospects, generating leads that actually convert, or creating urgency in longer sales cycles – the root issue was the same. In markets crowded with soundalike services and copy-paste messaging, being noticed (let alone remembered) is half the battle.

If you’re finding it hard to cut through the noise, it’s probably not your marketing that’s off – it’s your positioning. Because when your consultancy looks, sounds and feels like every other player in your space, you’re making it easy for prospects to dismiss you.

The fix? Stronger positioning. And there are three powerful levers that can help you stand out, be seen and grow faster – without gimmicks or guesswork.

1. Claim a category of one

If you want to compete on value, you need to start by removing comparison. That means claiming a category of one. It’s still possible – even in saturated markets. Because it’s not about inventing a whole new industry. It’s about changing perception. And that starts with language.

The trap that most consultancies fall into is to describe themselves in familiar terms: “We’re a digital transformation consultancy”. That might be accurate, but the problem is what happens next in your prospect’s brain.

They subconsciously start building comparisons. “Oh, you’re a bit like…” And before you’ve even had a chance to explain your offer, they’ve layered in assumptions from past experiences. The size of the team. The pricing model. The communication. The good. The bad. The baggage.

This is where pricing resistance kicks in too – because expectations have already been set based on previous engagements, not your actual value.

Now imagine instead you introduce yourself with clarity and confidence as something entirely new – something that nobody else can claim. You’re no longer a digital transformation consultancy. You’re something more specific, more outcome-aligned, more you. With that shift, you remove the pigeonholing, the comparisons and the pricing expectations that were never meant for you.

2. Build an impact engine

An impact engine turns your offer from vague and intangible into something specific and repeatable

An impact engine is your consultancy’s signature system for impact – a clear, named and structured method for delivering transformation.

Most consultancies already have some kind of process, even if it’s buried in delivery decks or locked in the heads of senior staff. But the moment you give that process structure, identity and language, it becomes a powerful positioning asset.

It gives buyers confidence. A clearly defined impact engine shows you’ve done this before and it works. It turns your offer from vague and intangible into something specific and repeatable. Plus it makes it easier for your team to communicate what you do, align internally and deliver with consistency.

We’ve seen it work time and again. The number of times that we’ve created or refined the unique mechanisms or methodologies that consultancies are selling… and yes, selling. Because this is part of your sales process. It demonstrates to prospects that there’s a structured, tested approach behind your promise of results.

Take one of our clients who developed a bespoke project management methodology. Not a generic tweak – but a full-fledged alternative to PRINCE2, built to address its known shortcomings. That became their edge. It reframed their offer, separated them from the pack and gave prospects something no one else could.

3. Develop the mindset to truly stand out

It’s far better to be remembered than to blend in

Many consultancies struggle not because they lack capability but because they lack the confidence to say what really sets them apart.

So they default to soft statements that feel safe: “We really care about our clients” or “We’ve won industry awards”. Here’s the thing: those aren’t differentiators. Great service is a baseline expectation. Caring about your clients is expected. Awards? Nice but not unique.

Standing out starts with a mindset shift. You need to be willing to ditch the generic, the predictable and the overused. You need to own what makes you different and say it like you mean it. That might mean ruffling a few feathers. But it’s far better to be remembered than to blend in.

This is the foundation of true differentiation. Not louder marketing. Not more content. Just the confidence to speak with clarity, conviction and character.

If this has you nodding along thinking “we need this” and have got the “we sound like everyone else” dread creeping in, it’s time to talk.

TGO are The Consultancy Growth Network’s marketing specialist providers. Matt Hodkinson and his team are experts in marketing strategy, consultancy positioning and differentiation. Drop us a line at hello@tgohq.com and let’s get to work.